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Fair Market Value (FMV) is the price of a sponsorship based on what comparable sponsorships have sold for.

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Latest sponsorship FMVs · 2026

Latest sponsorship FMVs

Real MadridFront of shirt£63.1m-3.6% YoY/Real MadridStadium naming rights£18.4m/LiverpoolFront of shirt£61.1m-7.4% YoY/BarcelonaStadium naming rights£16.1m/Manchester CityFront of shirt£60.1m-5.8% YoY/Bayern MünchenStadium naming rights£14.3m/Manchester UnitedFront of shirt£60.0m+17.4% YoY/ArsenalStadium naming rights£12.6m/ArsenalFront of shirt£59.2m+19.3% YoY/Paris Saint-GermainStadium naming rights£11.7m/BarcelonaFront of shirt£55.2m+4.9% YoY/Tottenham HotspurStadium naming rights£11.2m/Paris Saint-GermainFront of shirt£54.9m+1.3% YoY/Manchester CityStadium naming rights£11.0m/Bayern MünchenFront of shirt£52.1m+2.3% YoY/LiverpoolStadium naming rights£10.2m/ChelseaFront of shirt£33.6m-33.2% YoY/Manchester UnitedStadium naming rights£10.0m/Tottenham HotspurFront of shirt£29.8m-39.4% YoY/Internazionale MilanoStadium naming rights£10.0m/Aston VillaFront of shirt£26.2m+12.8% YoY/MilanStadium naming rights£10.0m/Newcastle UnitedFront of shirt£16.9m-28.6% YoY/JuventusStadium naming rights£9.9m/Brighton & Hove AlbionFront of shirt£15.0m+46.8% YoY/Borussia DortmundStadium naming rights£8.7m/EvertonFront of shirt£14.8m+6.2% YoY/ChelseaStadium naming rights£8.3m/Crystal PalaceFront of shirt£12.3m+1.4% YoY/AjaxStadium naming rights£8.3m/SunderlandFront of shirt£10.2m+49.9% YoY/England RugbyStadium naming rights£8.2m/BrentfordFront of shirt£8.3m-7.1% YoY/West Ham UnitedStadium naming rights£8.0m/Nottingham ForestFront of shirt£8.2m-21.5% YoY/Sport Lisboa e BenficaStadium naming rights£7.6m/FulhamFront of shirt£8.1m-23.9% YoY/Eintracht FrankfurtStadium naming rights£7.3m/BournemouthFront of shirt£6.4m+105.4% YoY/Leeds UnitedFront of shirt£5.8m+23.7% YoY/Ipswich TownFront of shirt£4.5m/Coventry CityFront of shirt£4.5m/Hull CityFront of shirt£3.0m/Real MadridFront of shirt£63.1m-3.6% YoY/Real MadridStadium naming rights£18.4m/LiverpoolFront of shirt£61.1m-7.4% YoY/BarcelonaStadium naming rights£16.1m/Manchester CityFront of shirt£60.1m-5.8% YoY/Bayern MünchenStadium naming rights£14.3m/Manchester UnitedFront of shirt£60.0m+17.4% YoY/ArsenalStadium naming rights£12.6m/ArsenalFront of shirt£59.2m+19.3% YoY/Paris Saint-GermainStadium naming rights£11.7m/BarcelonaFront of shirt£55.2m+4.9% YoY/Tottenham HotspurStadium naming rights£11.2m/Paris Saint-GermainFront of shirt£54.9m+1.3% YoY/Manchester CityStadium naming rights£11.0m/Bayern MünchenFront of shirt£52.1m+2.3% YoY/LiverpoolStadium naming rights£10.2m/ChelseaFront of shirt£33.6m-33.2% YoY/Manchester UnitedStadium naming rights£10.0m/Tottenham HotspurFront of shirt£29.8m-39.4% YoY/Internazionale MilanoStadium naming rights£10.0m/Aston VillaFront of shirt£26.2m+12.8% YoY/MilanStadium naming rights£10.0m/Newcastle UnitedFront of shirt£16.9m-28.6% YoY/JuventusStadium naming rights£9.9m/Brighton & Hove AlbionFront of shirt£15.0m+46.8% YoY/Borussia DortmundStadium naming rights£8.7m/EvertonFront of shirt£14.8m+6.2% YoY/ChelseaStadium naming rights£8.3m/Crystal PalaceFront of shirt£12.3m+1.4% YoY/AjaxStadium naming rights£8.3m/SunderlandFront of shirt£10.2m+49.9% YoY/England RugbyStadium naming rights£8.2m/BrentfordFront of shirt£8.3m-7.1% YoY/West Ham UnitedStadium naming rights£8.0m/Nottingham ForestFront of shirt£8.2m-21.5% YoY/Sport Lisboa e BenficaStadium naming rights£7.6m/FulhamFront of shirt£8.1m-23.9% YoY/Eintracht FrankfurtStadium naming rights£7.3m/BournemouthFront of shirt£6.4m+105.4% YoY/Leeds UnitedFront of shirt£5.8m+23.7% YoY/Ipswich TownFront of shirt£4.5m/Coventry CityFront of shirt£4.5m/Hull CityFront of shirt£3.0m/

Valuations used by

FC Bayern MunichJuventusSan Siro Stadium

FMV data published by

BBCThe Daily TelegraphSportsPro

Proprietary data