Analysed: Every Premier League clubs shirt sponsorship deal

Commercial deals and their value to Premier League clubs have been in the spotlight this week after Manchester City were charged with multiple breaches of financial rules that spanned almost a decade.

Between 2009 and 2018, City overtook every rival to command the highest commercial income across English football, surpassing the traditional powerhouses of Manchester United and Liverpool.

Advertisement

The worth of those historic deals will now be among the issues scrutinised by an independent commission appointed by the Premier League after City were accused of not providing accurate financial information, “in particular with respect to its revenue (including sponsorship revenue), its related parties and its operating costs”.

The club said they were “surprised by the issuing of these alleged breaches” and “look forward to this matter being put to rest once and for all”.

But the storm around the Etihad Stadium underlines the growing importance of commercial income to football’s elite.

Shirt sponsorship deals can bring in as much as £50million ($60.7m) a season, with sleeve and training kit partners widening income streams further still. England’s top-flight sides have come a long way from the photocopying and timber firms on their shirts in the 1990s.

But The Athletic recently reported that as many as half of the 20 Premier League clubs were still to confirm their principle commercial partner for 2023-24, including Chelsea, Manchester United and Newcastle United.

Manchester City, too, are known to have explored options to replace a long-standing union with Etihad Airways long before the Premier League’s charges were forthcoming.

So, what’s the situation at your club?

Here’s a breakdown of the main commercial partnerships at top-flight clubs — and when they run out…

Arsenal: Fly Emirates (2024)

Since 2006, when Arsenal moved to a new home carrying the same branding, Emirates has been on the front of their shirts.

That long-running partnership was last renewed in 2018 and an extended five-year contract, said to be worth £40million per season, is due to expire in 18 months. The commercial market will now be explored for improved terms by the Premier League’s current leaders.

Advertisement

Villa have been in the market for a new lead partner after Cazoo, the UK-based car retailer, confirmed last month they would not be extending a deal that expires this summer owing to the company’s financial problems.

Controversial online casino BK8 has already been lined up to fill the void, despite fans voicing their concerns. The Aston Villa Supporters Trust has called on the club to “re-evaluate” this agreement.

Promotion back to the Premier League brought Bournemouth a lucrative deal with Dafabet, the online bookmaker, for two seasons. That still has another 18 months to run.

It was said to be “extremely important in providing (the club) with crucial revenue”. As is industry standard, the value of the Dafabet deal will hinge on Bournemouth staving off the threat of relegation back to the Championship.

Brentford: Hollywoodbets (2023)

Hollywoodbets, the online gambling firm that began in South Africa, has been on the front of Brentford’s shirts throughout their time in the Premier League after the club signed a two-year deal in 2021. That is due to expire this summer and either an extension or replacement will need to be found.

Brentford, almost assured of another season in the top flight, can expect to win a significantly improved commercial agreement.

Brighton: American Express (2031)

No club in the Premier League has a longer commercial deal in place than Brighton. American Express, whose UK headquarters are based in the town and also own the naming rights to the club’s stadium, signed a 12-year deal in 2019 said to be worth £100million, or £8million per season. That is in place until the end of the 2030-31 season.

Chelsea: Three (2023)

A strained relationship after Three suspended its deal with Chelsea in the light of UK sanctions placed upon former owner Roman Abramovich will end this summer.

Advertisement

A £40million hole needs filling by the Premier League’s big spenders, who are also on the hunt for a new sleeve sponsor. WhaleFin, who are paying £20million for this season, are expected to step aside in the summer.

Palace described it as a “multi-year” contract when teaming up with Cinch, the online car retailer, at the start of the season, so that will run until at least 2024.

It replaced W88, which was said to pay £6.5million a year as shirt sponsors and have now teamed up with Fulham. Cinch also became Palace’s training kit sponsor as part of the deal.

Everton: Stake (multi-year)

Not a partnership that was well received by supporters opposing a ‘crypto betting’ sponsor last summer, but Everton have always pointed to this being a record figure for their commercial income.

It is thought to be earning Everton £10million a season and has at least 18 more months to run.

Fulham: W88 (2023)

Fulham trumpeted this as a “record sponsorship” when announcing W88 as their new front-of-shirt partners for a Premier League return. The betting firm had previously sponsored Crystal Palace and, as yet, is not committed to Fulham beyond this season.

Jon Don-Carolis, Fulham sales director, said the deal would provide “significant revenue to assist with our commercial objectives, enabling us to compete in a challenging and exciting Premier League campaign”.

Leeds: SBOTOP (multi-year)

Leeds have been with the sports betting firm since the summer of 2020 in what has always been described as a multi-year arrangement. The expectation is that the union will continue into next season, a fourth together.

There is yet to be confirmation of that arrangement, but Leeds’ Premier League fate will decide its value. Relegation to the Championship would inevitably see that cut.

Advertisement

King Power, the Thai company overseen by Leicester’s owners, stepped aside in 2021 to welcome a three-year deal with FBS, the online trading platform. That still has another season to run after this one and, as a record deal for the club, is thought to be worth in excess of £12million per season.

Liverpool: Standard Chartered (2027)

One of the most lucrative shirt sponsorships in the Premier League, it is thought the deal is worth close to £50million a season. The partnership had been due to expire this summer, but a four-year extension promises to keep Standard Chartered Bank on Liverpool’s kits until the 2026-27 season.

Manchester City: Etihad (multi-year)

A deal that dates back to 2010 sees Etihad Airways, the UAE-based airline, sponsor Manchester City’s kits, stadium and training ground. That was due to conclude in 2021 but has quietly continued.

A new shirt sponsor is being sought but with the option available to extend with Etihad. It has been widely reported the current package is worth £67.5million of the club’s £331million commercial income.

Manchester United: TeamViewer (2023)

Not the partnership either party would have wanted. A five-year deal was struck in 2021 but in December it was announced that a “mutually-beneficial agreement” had been reached for United to buy back the rights.

A new sponsor is preferred but with the option of keeping TeamViewer for another year if United are unable to find a partner willing to match or better those terms.

Newcastle: Fun88 (2023)

Perhaps the most interesting deal to be struck ahead of next season. The existing deal with Fun88 had been due to run until 2025 but was terminated early, with Newcastle pursuing a more lucrative partner.

Noon — backed by the club’s majority owners, Saudi Arabia’s Public Investment Fund — is already the sleeve sponsor and another partner with Saudi links is expected. Newcastle have huge commercial ground to make up on their top four rivals and this will need to be a significant deal.

Advertisement

Promotion to the Premier League brought huge commercial opportunities for Nottingham Forest, but they were unable to find a partner willing to match their asking price for shirt sponsorship. Instead, it has been handed over to the charity UNHCR for the second half of this season.

The search continues for next season and Premier League survival would strengthen the club’s hand.

Another gambling firm and another lucrative arrangement. Southampton agreed a record deal worth £7.5million a season in 2021, which still has another 18 months to run.

This is already the third year of Sportsbet fronting home and away kits, but the dangers of relegation would have implications for the commercial value.

The life insurance company has been on the front of Tottenham’s kits since 2013 and an eight-year deal struck in 2019 will extend their partnership through to the end of 2027.

The deal is thought to be worth in the region of £40million a season to Tottenham and helped the north London side bring in greater commercial revenues last season than either Chelsea or Arsenal.

Betway, the online gambling firm, has been on West Ham’s shirts since 2015 and still has another two and a half years to run.

Thought has been given to packaging up a sponsor with the naming rights for the London Stadium, something that could inflate the £10million per year currently being paid.

Wolves: Astropay (2023)

Astropay considers itself to be a “pioneer in global payment solutions” and teamed up with Wolves for this season. It is unclear if the deal includes the option to extend but a new partner would be the club’s seventh in 10 years.

Like so many clubs at the foot of the Premier League, the numbers on the table will be shaped by Wolves’ second half of the season.

(Top photo: PAUL ELLIS/AFP via Getty Images)

ncG1vNJzZmismJqutbTLnquim16YvK57k2ptcG1nanxzfJFsZmlqX2Z%2FcLzRnqSinaJiuaatxq6cZquYnr%2B1edKppqern6fAcA%3D%3D