EPL Looking Good
Manchester clubs lead the way as improved deals for Liverpool and Arsenal boost sponsorship revenues.
Premier League clubs have generated a record UK£313.6 million (US$412.5 million) from shirt sponsorship deals for the 2018/19 season, according to a report from online sports journal Sporting intelligence.
The improved figure, which only accounts for the main sponsor on the front of each team’s playing tops, is up UK£31.8 million from last year, and has more than trebled since the 2010/11 campaign, when clubs in English soccer’s top flight netted a cumulative UK£100.45 million from their shirt deals.
Sleeve sponsors are thought to be paying an additional UK£46 million to the 20 clubs combined this year, taking the overall shirt sponsor spend to UK£359.6 million (US$473.1 million).
In terms of front-of-shirt sponsors, Manchester United’s club-record deal worth a whopping UK£47 million per year with Chevrolet remains the league’s most lucrative partnership, closely followed by cross-city rivals Manchester City, who receive an annual UK£45 million from their agreement with Etihad.
Liverpool’s recent renewal with Standard Chartered has seen the value of that deal leap to UK£40 million per year, which is on par with Arsenal’s extended contract with Fly Emirates and Chelsea’s five-year partnership with Yokohama.
The top clubs continue to rake in far more than teams in the bottom half of the table, with both Huddersfield and Brighton and Hove Albion netting just UK£1.5 million a year from their deals with Ope Sports and American Express respectively. The roster of brands also demonstrates that the Premier League continues to appeal to companies outside of the UK, with 17 clubs having sponsors with overseas headquarters in various countries across North America, Asia and the Middle East. Liverpool, Southampton and Watford are the only sides that have British-based sponsors. Meanwhile, despite the Football Association’s (FA) decision last year to cease all sponsorship deals with betting companies, nine Premier League sides will showcase gambling brands on the front of their shirts this season.