Shirt sponsorship is one of the biggest deals in the Premier League. The EPL is the most popular football league on the planet and millions of people tune into live Premier League action every week during the season. With so many people watching the Premier League, it gives brands the opportunity to get their name known and that is why Premier League shirt sponsorship deals are so important. In addition, fans buy replica shirts with the sponsors name on the front and that adds to the appeal of sponsoring a Premier League shirt.
Manchester City is one of the most successful clubs in recent Premier League history and their shirt is sponsored by Etihad. This should come as no surprise considering their owners are the City Football Group Limited and they have a deal which has named the home ground of Manchester City as the Etihad Stadium. Etihad is the national airline of the United Arab Emirates and it is believed the shirt sponsorship deal with Manchester City is worth £67.5 million per year, which is a tremendous sum of money.
The second biggest shirt sponsorship deal currently in the Premier League is between Liverpool and Standard Chartered. The partnership between Liverpool and Standard Chartered was extended in July 2022 and will remain in place until the end of the 2026/27 season. The deal is worth £50 million per year and despite Liverpool having the opportunity to discuss shirt sponsorship with other companies, they chose to continue with the financial services company.
Manchester United are considered to be one of the biggest sports teams in the world but in terms of value, there shirt sponsorship deal comes in at third place. Team Viewer are the current shirt sponsors of Manchester United and the deal is worth £47.5 million annually. The deal started in 2021 and will be in place for five years. Interestingly, the shirt sponsorship of Team Viewer, a computer software company, is worth less than the previous deal Manchester United had in place with Chevrolet which was worth £64 million per year.
AIA, Three, Emirates
The three London based clubs of Tottenham Hotspur, Chelsea, and Arsenal each have shirt sponsorship deals in place worth £40 million annually. Tottenham Hotspur are sponsored by AIA, a life insurance group, Chelsea are sponsored by Three, a mobile network company, and Arsenal are sponsored by Emirates, a United Arab Emirates based airline. Arsenal’s stadium is also named after the airline while Tottenham Hotspur and Chelsea do not have a sponsor for their home.
Stake and Betway
There are no less than 8 gambling companies sponsoring shirts in the 2022/23 Premier League season. Everton are sponsored by Stake, an online casino UK that gives users the chance to deposit and withdraw cryptocurrencies to play games. Stake have been in business since 2017 whereas Betway was founded in 2006. Betway, who currently sponsor West Ham United, offer online sports betting and casino games, and have sponsored several sporting events in recent years.
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