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Sponsors are willing to pay huge amounts of money for the exposure that the most popular teams in the world provide. Manchester United and Nike are in the 12th year of a 13-year, ?305 million ($507 million) guaranteed aggregate minimum exclusive sponsorship and licensing agreement that covers all retail, merchandising, apparel, and product licensing. This adds to Manchester United's sizable sponsorship deals which will include the controversial $559 million, (?336 million) seven-year General Motors (NYSE:GM) Chevy sponsorship that starts next year.
Both deals show that sponsors are willing to pay huge amounts of money for the exposure that the most popular teams in the world provide. This would more than double the British soccer team's current deal with the athletic-apparel maker and would be the highest amount paid for an exclusive licensing agreement.
Assuming the Daily Mirror report is correct, the team would receive ?60 million a year ($100 million) from Nike.
General Motors believes it overpaid for the global exposure that Manchester United provides and last summer ousted Chief Marketing Officer Joel Ewanick as a result. While I find the business of soccer fascinating, I wouldn't touch Manchester United's stock with a 10-foot pole.
Manchester United's deal has long since been passed in size by Real Madrid, Barcelona, Liverpool, and Arsenal. The deal looks even worse after GM announced in December that it would stop selling Chevys in Europe after 2015. The Premier League is flooded with seemingly endless money from deep-pocketed owners, but financial results can vary significantly depending on the team's performance. For reference, Arsenal's deal signed in January with Puma is for a reported five years and ?150 million ($250 million), or ?30 million ($50 million) a year. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors.



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