The biggest sponsors of the football world (2)

bwin

The Austrian betting company has been the shirt sponsor of Real Madrid since 2007, and that deal continues until at least 2013. The company also has a history of integrating its name into football leagues that it sponsors. The deal with the Portuguese Liga saw the top flight renamed the BWINLIGA from 2006 to 2008, and a recent deal with Italy’s second division will see Serie B renamed Serie bwin for two seasons in a $10m deal.

Pepsi

Pepsi is promoted by players like Thierry Henry, Leo Messi, Frank Lampard, Kaka and Didier Drogba. Their relationship with David Beckham is no more, but Becks promote the soft drink from 1998 to 2008, appearing in a variety of Pepsi commercials. Pepsi is the official soft drink of Major League Soccer and the US Soccer Federation.

Carlsberg

The Danish beer brewer specializes in long-term shirt sponsorship. Carlsberg’s name was on every Liverpool shirt from 1992 to 2010 (but no more) and has adorned FC Copenhagen’s shirts since 1999. Carlsberg is also a long-term sponsor of the UEFA European Championship, from Euro ’88 until at least Euro 2012.

Red Bull

The Austrian energy drink makers take a more direct approach. It bought SV Austria Salzburg in 2005 and renamed the club Red Bull Salzburg. In 2006, Red Bull did the same with MLS’ New York/New Jersey Metrostars, renaming the team as the New York Red Bulls. Red Bull built new stadiums for both teams, which are both known as Red Bull Arena. Red Bull also bought 49% of German team SSV Markranstädt in 2009 and rebranded the club as Red Bull Leipzig, and in 2007 formed an entirely new team in Campinas, Brazil named Red Bull Brasil, which currently competes in the São Paulo state championship.