England: How much are PL naming rights worth?
source: DuffandPhelps.co.uk; author: michał
To secure a naming rights deal in Premier League you only need £300,000 per year. But to buy the most expensive name it's 87 times that amount! Here's the latest valuation by Duff & Phelps.
Earlier today valuation and corporate finance advisor Duff & Phelps released the latest estimates for Premier League naming rights value. Overall the market has spiked by 80% in just the last 5 years, from £74.6 million in 2013 to £135.6 million in 2017.
While immensely impressive, this pool isn't evenly spread, quite the opposite. Overall clubs from just three cities (London, Manchester and Liverpool) could count on 84% of the total naming rights budget for the league. Just the six top clubs have naming rights worth 78% of Premier League's naming rights potential.
£300,000 is the lowest price (Huddersfield), £26.2 million is the highest and, incidentally, one that will not be sold to a sponsor any time soon: Old Trafford.
It's worth noting that the mentioned values differ from expectations of specific clubs or stadium managers.
As an example Tottenham have previously indicated that £400 million over 20 years is their goal, which would make it £20 million per annum (some suggestions have even put it at 25 million), above the £15.5 million estimate from the latest valuation. Similarily, the estimate for Chelsea is a very blurry one, as a lot will surely change before they move to the new and potentially sponsor-branded Stamford Bridge.
At London Stadium it was thought in 2016 that the name would sell for £6 million per year (LLDC estimate), which was verified downwards last year, when proposed Vodafone deal leaked, priced at £3.33 million annually. You can see the full list below:
|1||Manchester United||Old Trafford||£ 26.2 million|
|2||Manchester City||Etihad Stadium||£ 19.1 million|
|3||Chelsea FC||nowe Stamford Bridge||£ 17.7 million|
|4||Tottenham Hotspur|| nowe White Hart Lane
||£ 15.5 million|
|5||Arsenal FC||Emirates Stadium||£ 15.3 million|
|6||Liverpool FC||Anfield||£ 11.1 million|
|7||Stoke City||bet365 Stadium||£6.3 million|
|8||West Ham United||London Stadium||£ 4.8 million|
|9||Newcastle United||St. James' Park||£ 3.6 million|
|10||Everton FC||Goodison Park||£ 2.8 million|
|11||Leicester City||King Power Stadium||£ 2.7 million|
|12||Swansea City||Liberty Stadium||£ 2.6 million|
|13||Southampton FC||St. Mary's Stadium||£ 2.0 million|
|14||Brighton & Hove Albion||Amex Stadium||£ 1.2 million|
|15||Crystal Palace||Selhurst Park||£ 1.1 million|
|16||Burnley FC||Turf Moor||£ 1.0 million|
|17||West Bromwich Albion||The Hawthorns||£ 900,000|
|18||Watford FC||Vicarage Road||£ 800,000|
|19||AFC Bournemouth||Vitality Stadium||£ 600,000|
|20||Huddersfield Town||John Smith's Stadium||£ 300,000|