In the world of British football, the Premier League stands at the centre of the action. Drawing in fans and sponsors, it’s unsurprising that so many businesses want a slice of the action.
Sponsorship deals within the Premier League are not just advertisements, but strategic brand partnerships that help businesses put themselves in front of millions of people.
Because of the high success rate of these partnerships, the cost of sponsoring a Premier League club has soared in recent years. In fact, the recent partnership between Manchester City and Etihad was the biggest of all time, earning the club a huge £67.5 million a year.
“One of the ultimate demonstrations of success for any startup or business is seeing your name and logo on a Premier League club’s shirt. The sponsors of the biggest football clubs become incredibly well-renowned and always increase their standing. Look at the likes of Fly Emirates, AIG, Standard Chartered Bank and others. In times gone by, we all know who companies like Sharp, O2, Holsten, Carlsberg and others sponsored and that is no coincidence. Although sponsoring a Premier League club is very expensive, for brand recognition, it is a huge move.” – David Soffer, Founder and Editor-in-Chief of TechRound.
Soffer, TechRound’s founder, began his football sponsorship journey this year by investing ‘an undisclosed token amount’ in the shirt sponsorship of a Kent-based community football club. The club, based in Tenterden, turns out every week with fathers and their teenage children and has seen it become a huge part of the local community.
TAFFA FC (Tenterden Area Family Football Association) played their first games in 2019 and has gone on to play in local tournaments, trips to Spain and hosts an annual black-tie awards dinner to celebrate a true community endeavour.
With over 30 registered players, Soffer decided to shirt sponsor TAFFAs this season, enabling the club to continue evolving and encourage more fathers, sons and daughters to join the playing ranks. “As a massive Arsenal fan, I’ve always dreamed of investing in a football club, and once I was made aware of TAFFAs by a client, I thought I have got to start somewhere, so why not start with a club which has great family values,” said Soffer.
“We are delighted to have our first shirt sponsor in TechRound, a true British entrepreneurial company, which – like us – started with a conversation between friends,” said TAFFA Chairman and record goalscorer, Rob Gallagher. “We hope that it is a partnership for many years to come as we continue to grow and support the local community.”
TechRound’s sponsorship is for 2024/2025 and will look to renew in 2026.
At the other end of the scale…
What Do You Get When You Sponsor a Premier League Club?
When you sponsor a Premier League club, you’re not just purchasing advertising space; you’re investing in a partnership. This includes branded exposure on team kits, media coverage, and a strong presence in the club’s digital and social media platforms.
Additionally, sponsors usually get exclusive access to the club’s events and hospitality areas, allowing them to engage with the fanbase directly.
Beyond the advertising and exposure benefits, sponsoring a Premier League club also allows the team to be associated with some of the biggest and most iconic teams in sports, helping build loyalty amongst supporters.
Who Owns The Premier League?
The Premier League is owned by its 20 member clubs, each acting as a shareholder.
This model ensures all clubs have a voice in decision-making processes, meaning they all get an equal say in major decisions.
The League has a comprehensive Rule Book and an Owners’ Charter, meaning its members and shareholders must commit to shared values. This decentralised ownership structure not only helps build collaboration between clubs but also keeps the teams invested in the league’s success.
“The Premier League is the biggest and strongest league in the world, and a lot of that is down to the money coming from things like sponsorship. There’s a reason why The FA can afford to just go out and appoint an elite manager like Thomas Tuchel, it’s down to the wealth of the English game. That wealth allows the Premier League to attract the best players and best coaches and almost puts it on a different playing field compared to the other big European leagues like La Liga and the Bundesliga. “
Says Ash Rose, editor of football magazine KiCK! and football writer for the Daily Mail. Rose is also TAFFA’s leading scorer this season.
So How Much Does it Really Cost To Sponsor a Top Premier League Club Shirt?
Arsenal
Arsenal recently renewed its sponsorship with Emirates, costing the airline £50 million per season.
This latest renewal is set to run until at least 2028, allowing the brand to appear on club shirts and retain its naming of the stadium, amongst other perks. It is the longest sponsorship association in Premier League history, ever since the new stadium opened in 2006.
Aston Villa
Aston Villa have agreed a club record £40 million front-of-shirt sponsorship deal with Greek betting brand Betano.
The two-year contract kicked in this season and is believed to be worth more than twice the previous agreement Villa had with Chinese betting firm BK8, which has been valued at UK£8 million annually.
Chelsea
In September 2023, Chelsea confirmed a shirt sponsorship deal with Infinite Athlete – a US-based sports tech company.
However, the club failed to attract a shirt sponsor for the 2024-25 season after no brand matched their £60 million valuation. Rumours are now circling that Qatar Airways has offered £30 million for the rest of the season. The club’s reigning Women’s Super League champions have leading telecommunications company ‘Three UK’ emblazoned on their shirts as part of a wider deal with the West London club.
“The fact that Chelsea began the season with a logo-less shirt was not only a major financial miss but a Public Relations gaff of epic proportions,” said TAFFA co-founder and PR and crisis communications expert Anthony Burr, whose footballing clients have included former Premier League stars Wayne Rooney, John Obi Mikel and Andrew Cole.
“Chelsea has a long-standing agreement with Nike, which has stated privately that the lack of shirt sponsor has impacted sales. Supporters are waiting until the new sponsor has been announced to buy the new kit.”
Everton
Back in June 2022, Everton announced a record-breaking deal for the team through a sponsorship with Stake.com. The multi-year deal, which will replace their previous sponsor Cazoo is expected to bring in a huge £10M per season; the highest in the club’s history.
Fulham
Another team with a record-breaking sponsorship is Fulham, who signed a deal with betting brand SBOTOP back in June 2023 worth an estimated £8 million per year.
The deal will see SBOTOP featured on the shirts of the men’s and women’s teams. However, the shirt sponsorship is short-lived, as the Premier League has said betting companies can no longer be featured on shirts as of 2025.
Liverpool
Back in 2022, Liverpool announced a four-year extension to their partnership with Standard Chartered – believed to be worth over £50M per year. A partnership lasting around 17 years, the sponsorship is currently due to last until 2027, showing the long-term value that the club provides to its banking partner.
Manchester City
And over to our record holders: Manchester City and Etihad, who constantly make headlines on and off the pitch. Their record-breaking £67.5 million a year partnership from the 2022/23 season raised many eyebrows.
According to Forbes, the deal will be worth £400 million over 10 years, a huge investment for the airline.
Manchester United
Manchester United’s shirt sponsor, Snapdragon, is worth more than £50 million per year, and the deal is valued at £250 million over five years to sponsor the club’s men’s and women’s teams, as well as the academy kits.
The deal was extended in August 2024, keeping Snapdragon on the front of the club’s shirts until 2029.
Tottenham Hotspur
In 2019, Tottenham Hotspur announced an eight-year deal with AIA insurance, estimated to be worth £320 million until 2027 – around £40M per year.
This partnership made headlines back in 2019 but has since been beaten by other deals. However, eyes are on Tottenham to see how much they can secure when the sponsorship ends in just under three years’ time.
West Ham
West Ham is sponsored by Betway, a partnership launched in 2015 but has been extended year-on-year.
The value is estimated at £10 million per annum, however, it will be interesting to see what happens in 2025 when new laws come into effect around betting sponsors. West Ham alongside other clubs will not be permitted to promote betting companies.
“League clubs have to employ the most meticulous accountants to navigate the murky waters of football financing. Compliance with the Premier League’s Profit and Sustainability Rules (PSR) and UEFA’s Financial Sustainability Regulations is still a major source of anxiety behind the scenes,” said Aaron O’Leary, of AGC Accountants. O’Leary was himself a former Southampton Academy player in his youth and scored goals at Carrow Road, Loftus Road and Wembley. O’Leary was named as TAFFA Player of the Year in 2022.
Sponsorship in the Premier League shows just how lucrative partnerships between sports and businesses can be.
The figures involved in these partnerships show not just the value of the clubs but also the huge potential for brands to amplify their presence globally.
From Arsenal’s £50 million per season deal with Emirates to Manchester City’s record-setting £67.5 million a year partnership with Etihad, these agreements show just how valuable these sponsorships really are.
“Investing in top football clubs is not for the faint-hearted or for startups, but as big brands have proven, the right investment in the right club at the right time can reap huge dividends. It’s not all about ‘big bucks’ though, whether it be £50 million or £50. Sponsorship throughout grassroots football is invaluable.” said Peter Denne, a leading financial advisor, one of the co-founders of TAFFAs and the club’s record appearance maker.
