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How much Manchester United can expect to make from a new shirt sponsorship deal

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Manchester United might miss out on a record-breaking £100million-a-season shirt sponsorship deal as a result of their recent struggles on the pitch, according to a leading football finance expert.

United have held discussions with a number of leading brands over taking over the shirt sponsorship rights from 2021, when the seven-year deal they signed with American car giant Chevrolet expires.

That package has been worth more than £50million a season to United and when it was signed in the summer of 2012 - to begin from the 2014/15 season - it was a seismic shift in the value of shirt sponsorship.

“The Manchester United marketing machine is almost like no other, the shirt sponsorship deals they’ve done over the years have been incredible," he explains.

"What you had at United were these multi-year deals, so they were protected and still had big money from a shirt sponsor, a shirt manufacturer, the shirt sleeve sponsor.

Nigel Currie, a sports marketing and sponsorship expert and the former joint chairman of the European Sponsorship Association, was involved in negotiating the Vodafone deal.

United's shirt sponsorship rights have been on an inexorable rise since Sharp became the first brand to be emblazoned on those famous shirts.
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