Sponsorship deals are where sports and business collide. From shirt logos to naming rights, the money behind the scenes often dwarfs what players take home on the pitch.
The most expensive sports sponsorship deals aren’t just financial partnerships. They’re long-term strategies for global reach, brand identity, and cultural influence.
These are the 10 biggest sponsorship deals in sports history.
Nike × NFL – $7billion (2020–2030)
In 2020, Nike renewed its league-wide deal with the NFL for a staggering $7billion over 10 years. The agreement gave Nike exclusive rights to provide all on-field apparel, sideline gear, and fan merchandise across the NFL’s 32 teams.
It remains the biggest sponsorship deal in sports history. Beyond just uniforms, it solidified Nike’s position at the heart of America’s most-watched sport, with merchandising and branding opportunities tied to major events like the Super Bowl and Draft Day.
Man City × Puma – $1.3billion (2025–2035)
In 2023, Man City agreed a new 10-year kit deal with Puma worth at least $1.3billion. The deal begins in 2025 and will pay City over $130million per season, making it the richest jersey contract in soccer history.
The agreement reflects City’s growing global influence on and off the pitch. It includes full apparel rights, global retail distribution, and wide-reaching commercial control, cementing the club’s position as one of football’s biggest financial forces.
Adidas × Man Utd – $1.3billion (2015–2035)
Adidas stunned the football world in 2015 by signing a £750million deal, around $1.3billion, to become Man Utd’s official kit supplier for 20 years. At the time, it was the most lucrative agreement in club football history.
The scale of the deal reflected Utd’s commercial reach and Adidas’s intent to dominate global football markets. It covers men’s, women’s, and youth teams, with built-in performance bonuses and global retail rights that keep both sides heavily invested.
PSG × Nike – $1.1billion (2019–2032)
PSG renewed its long-standing partnership with Nike in 2019, agreeing to a 13-year extension worth around $1.1billion. The deal pays roughly $85million annually and includes the use of Nike’s Jordan Brand for alternate kits and global marketing.
This agreement marked a turning point. With Lionel Messi, Neymar and Kylian Mbappe in the squad, PSG became a lifestyle brand as much as a football club. The deal leveraged that appeal across sport, fashion, and youth culture.
Emirates × Arsenal – $900million (2006–2028)
Emirates signed a landmark deal with Arsenal in 2006, combining shirt sponsorship and stadium naming rights in a package worth around $900million over 22 years. It became one of the longest-running partnerships in football.
The Emirates brand is now inseparable from Arsenal’s identity. This deal paved the way for other airline-club partnerships and helped Arsenal fund the move from Highbury to their new home, which still bears the sponsor’s name.
France × Nike – $575million (2018–2028)
Nike extended its sponsorship of the French national team in 2018, signing a 10-year deal worth roughly $575 million. At $57.5million per year, it became the most valuable kit deal for any international side.
France had just won the World Cup, and Nike moved quickly to secure the rights to one of the sport’s most marketable teams. With global stars and a strong youth pipeline, the deal ensured Nike’s dominance at both club and international level.
Rakuten × Barcelona – $288million (2017–2022)
Japanese tech giant Rakuten replaced Qatar Airways as Barcelona’s shirt sponsor in a five-year deal worth $288million. The agreement included global marketing rights and made Rakuten the club’s main commercial partner during the final peak years of Messi’s era.
It marked a shift toward tech-led sponsors in football, with a focus on digital integration and content partnerships. Despite its short duration, the deal stood out for timing, visibility, and its alignment with Barca’s global brand strategy.
Under Armour × UCLA – $280million (2016–2032)
In 2016, Under Armour agreed a 15-year, $280 million deal with UCLA, making it the richest apparel contract in college sports at the time. It covered all athletic programs and included equipment, branding, and retail rights.
Although Under Armour pulled out of the deal in 2021 due to financial issues, the original agreement still ranks among the biggest sponsorship deals in sports. It showed how valuable top NCAA programs had become in the eyes of global sports brands.
Chevrolet × Man Utd – $559million (2014–2021)
In 2014, Chevrolet replaced Aon as Man Utd’s shirt sponsor in a seven-year deal worth $559 million. At over $80 million per season, it set a new benchmark for shirt sponsorship in football.
The deal was heavily commercial, with full branding rights across global campaigns. However, critics argued it lacked cultural fit and overpaid for exposure. Even so, it remains one of the most expensive shirt deals ever signed in the sport.
Barclays × EPL – $400million (2001–2016)
Barclays sponsored the Premier League for 15 years in a deal worth around $400 million. It included naming rights, global advertising, and branding across all official league platforms.
The partnership came during a key period of international growth. As a result, Barclays gained worldwide recognition while helping elevate the league’s commercial value. When the deal ended, the Premier League chose to go sponsor-free.
