The total value of shirt sponsorship across Europe's top leagues had steadily risen from EUR 209.2 in 1999/2000 to EUR 405.3m last season. However, according the new report the total value of the shirt deals across Europe's top six leagues - England, Germany, France, Italy, France, Spain and the Netherlands - is now EUR 393.2m
The number of shirts sponsorship deal with financial or insurance companies has dropped from 38 to 34 across Europe's top leagues - with Manchester United's sponsor AIG ready to exit the market in 2010.
The dip has also be caused due to the reduced strength of the pound, which has also resulted in Manchester United being replaced by Bayern Munich as the team earning the most from the lucrative income stream.
Other factors than the weak pound have impacted on the decline in income from England's top flight. The sponsor of West Ham United, XL Airlines, went bust earlier this year, while West Bromwich Albion has yet to secure a partner. Aston Villa has forgone income through shirt sponsorship by donating the space to children's hospice Acorns.
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