A Spanish brand, the Toledo Joma, is among the ten most visible in the world in international football. Driven by the sporting success of Spanish football, where Joma has a prominent presence (although it is also present in other European leagues), the brand ranks seventh among the brands that achieve the greatest reach in number of football fans on social media .
According to a report from Iquii Sports, Joma has a reach of 15 million fans thanks to the sponsorship of some of the nearly 300 European football clubs analyzed by the study. Specifically, Joma is the technical sponsor of 5.94% of the analyzed clubs, compared to 17.83% of Nike (the brand that dresses the most clubs), 14.34% of Adidas, 9.79% of Puma, 9.09% from Macron, 6.64% from Kappa or 6.29% from Umbro.
In Spain, Joma sponsors clubs such as Villarreal CF, Getafe CF, CD Leganés and SD Eibar, while in Italy they equip Atalanta BC and Torino FC. The Spanish brand also has a presence in Belgium, under the sponsorship of RSC Anderlecht and in the Bundesliga, with TSG Hoffenheim in the Bundesliga. These clubs are joined by the national teams of Romania, Ukraine and Honduras.
The Spanish company, founded in 1965 as a shoe factory by Fructuoso López, closed 2019 with a turnover of 250 million euros, 15% more than the previous year. 40% of its sales come from abroad, mainly from Italy, France, the United Kingdom and Eastern Europe. The company has about 400 employees and six subsidiaries in the United States, Brazil, Mexico, Italy, China and Panama.
Joma’s commitment to football allows the Toledo brand to position itself in a ranking in which, however, the large global operators in the sports industry dominate by far, notably Adidas, Nike and Puma. The number one in visibility in football is the German group Adidas, which impacts 713.3 million fans thanks to the technical sponsorship of teams such as Real Madrid or Juventus.
Nike ranks second, with a reach across jerseys at 655.5 million fans, according to the report, followed by Puma with 188.7 million fans. Kappa is in fourth place, with 39.6 million fans impacted through soccer jerseys; Macron in fifth position, with a reach of 26.1 million fans, and in sixth Umbro, with 22.3 million.
In Spain, Nike leads the ranking, thanks to the sponsorship of clubs such as FC Barcelona, Atlético de Madrid or Sevilla
Joma surpasses brands such as Hummel (with a reach of 14 million fans), New Balance (13.2 million) or Jako (7.3 million) in the ranking, which completes the top 10. Another Spanish company, Kelme (controlled by the Chinese group Yuanxiang) slips into the table, with a reach of 5.7 million football fans, placed in twelfth position in the ranking.
In Spanish LaLiga, the Iquii Sports report identifies 547.5 million fans on Facebook, Twitter, Instagram and Youtube, with Real Madrid and FC Barcelona leading the way, with 111 million fans and 103.3 million, respectively.
In sports fashion brands, Nike leads the First Division of the Spanish league with a reach of 276.8 million followers, followed by Adidas, with 251.1 million and Puma, with a reach of 5.7 million fans. Kappa and Joma are in fourth and fifth position, very close behind, with an impact on 3.6 million followers and 3.4 million, respectively. Macro, New Balance, Kelme, and Hummel follow next, reaching 3.1 million followers, 2.4 million, 0.8 million and 0.6 million, respectively.
For Nike, the main sponsorships in Spanish football are FC Barcelona, Atlético de Madrid and Sevilla FC, while Adidas wears the colors of Real Madrid or CA Osasuna. For Puma his big bet in the country is Valencia CF.
In LaLiga Smartbank, Puma leads the ranking, with a reach of 3.1 million followers, followed by Nike (2.5 million), Adidas (1.6 million), Hummel (1.5 million), Umbro (1, 3 million), Kelme (1.2 million) and finally Joma, with a reach of 0.7 million followers.
According to a Kpmg report, Adidas and Nike spend most of their sponsorship budget on soccer. The German Adidas allocates 73% of its budget in sponsorship to this sport, which translates to 1,026 million dollars, according to data compiled by Kpmg. The German company, which annually invests 1,405.6 million dollars in sponsorships, entrusts itself to football, while Nike, which has a budget of 1,673.4 million dollars, further diversifies its investments.
Soccer represents 50% of the sponsorship of the American giant, which each year allocates 834 million dollars (680 million euros) to this sport. The company also has a great weight in basketball, a major sport in its homeland. Nike dresses the sport par excellence of talents like LeBron James or Stephen Curry, allocating 21% of its budget to sponsorship, up to 352 million dollars, the same.
