Football shirt sponsorship was back in the news a few years ago following a report which urged the UK Government to ban gambling firms from sponsoring British Football clubs.
Supporters of the ban pointed to Spain and Italy where restrictions prohibiting gambling companies from sponsoring football clubs’ came into force at the beginning of the 21/22 season.
The problem is that the money generated from kit sponsorship has become a crucial revenue stream for clubs.
These lucrative deals not only provide financial stability but also reflect a team’s global appeal and commercial power, so banning certain industries from advertising has proved to be very difficult.
That is especially true when you consider the total value of kit sponsorship for all Premier League clubs amounts to over £400 million per year.
Below we take a look at the history of kit sponsors, how much Premier League clubs make from shirt deals and the future of sponsorship.
First Football Team to Have a Sponsor
It’s widely believed that Liverpool FC was the first UK club to carry a shirt sponsor (Hitachi) in 1979. The truth is slightly less glamourous.
On the 21st January 1976, Kettering Town played host to Bath City in the Southern League. The home sides shirts were emblazoned with ‘Kettering Tyres’ lettering.
The club received a much-needed cash injection for the sponsorship, but the deal sparked trouble with the Football Association. Kettering Town received a fine and was told to remove the company name from its kit.
As the 1977 season kicked-off, the FA withdrew the long-standing restrictions surrounding sponsorship, opening the flood gates for the now-familiar sight of corporate brands covering football shirts.
In the early days of sponsorship, clubs still faced problems with corporate branding. Television stations ITV and BBC refused to screen games if a club carried a shirt sponsor. However, by 1987, every league club in England had a sponsorship deal in place.
Resistance to the practice faded and these days it’s not uncommon for clubs to have multiple corporate partners for their kits, including shirt, short and sleeve sponsors.
Premier League Sponsorship Deals
Below we take a look at the current deals in place for Premier League clubs in 2025.
The most lucrative sponsorship contracts are listed in descending order. Let’s find out exactly how much Premier League teams make from shirt sponsorship.
Manchester City £64m
(Etihad)
The Blue side of Manchester has the most expensive jersey deal in the Premier League.
Etihad Airways paid Manchester City £60 million to display their logo on their shirts as well as an additional £20 million for the naming rights of the stadium.
The deal raised eyebrows in the football world, as Manchester City owner Sheikh Mohamed bin Zayed Al Nahyan has close ties with Etihad Airways.
Manchester United £60m
(Snapdragon)
Manchester United had previously secured the most profitable shirt sponsorship deal in the Premier League history when it teamed up with car manufacture Chevrolet (General Motors) in 2014.
The American firm paid £450 million for the prime real estate on the Reds shirts for seven years. When it expired at the end of the 2021 campaign, a new sponsor had to be found.
TeamViewer, a German software company, then signed on as Manchester United’s shirt sponsor in a deal reportedly worth £47 million per year.
However, the partnership didn’t last as long as initially planned. In August 2024, Manchester United announced a new £300 million shirt sponsorship deal with Qualcomm, featuring their Snapdragon brand.
The new Snapdragon sponsorship, valued at £60 million per year will run until 2029.
Liverpool £50m
(Standard Chartered)
International Bank Standard Chartered has sponsored the Reds since 2010. The deal is reported to be worth £50 million per season.
It’s fair to say that Standard Chartered got its moneys worth with Liverpool’s success in the European Cup and Premier League.
The old deal, worth £40 million, ended in 2023 but was extended, for an extra £10 million per year including sponsorship for Liverpool FC Women.
By the end of this contract, Standard Chartered will have been Liverpool’s principal partner for 17 years.
Arsenal £50m
(Emirates)
The Arsenal/Fly Emirates deal is one of the longest-running commercial partnerships in the Premier League.
The Arsenal shirt first featured the Emirates logo in 2006 and has been extended until at least 2028, marking a minimum of 22 years of collaboration, surpassing the 17-year shirt deal between JVC and Arsenal which ran from 1981 – 1999.
The latest extension, announced in August 2023, is reportedly worth £50 million per season, a 25% increase from the previous £40 million annual deal.
The agreement covers front-of-shirt sponsorship for Arsenal’s men’s, women’s, and academy teams, as well as training kit sponsorship.
Emirates also holds the naming rights to Arsenal’s home stadium until 2028, as part of an extension signed in 2012.
Tottenham Hotspur £40m
(AIA)
The life insurance company has been Spurs’ shirt sponsors since 2013. The club receives around £40 million per year for the deal.
It was recently announced that Tottenham and AIA would team up until the end of the 2026-27 season.
If you’re wondering what AIA means, it’s the American-founded Hong Kong multinational insurance and finance corporation. AIA stands for American International Assurance.
Newcastle United £25m
(Sela) Gambling Brand
With a change in ownership came a change in sponsorship, and a boost from the previous £6.5m that was one the table from Fun88.
This season Newcastle United commanded a much heftier £25 million from Sela, a Saudi Arabian events and hospitality company.
Incidentally, Sela is owned by Saudi Arabia’s Public Investment Fund (PIF), which also holds an 80% majority stake in Newcastle United – make of that what you will.
Aston Villa £20m
(Betano) Gambling Brand
Aston Villa has moved up in the sponsorship ranks recently, jumping from their previous £6.5m deal with W88 to £30 million with Betano, a Greek betting company owned by Kaizen Gaming.
The agreement is set for two years, covering the 2024-25 and 2025-26 seasons and represents a substantial financial boost for Aston Villa.
It’s believed to be the most lucrative front-of-shirt sponsorship in the club’s history.
Beyond the Front of the Shirt
While front-of-shirt sponsorships grab the headlines, sleeve sponsorships have become an increasingly important source of revenue.
Once again, Manchester United and Manchester City lead the way, each earning an additional £20 million per year from their sleeve sponsors, DXC Technology and OKX respectively.
When combining front-of-shirt and sleeve sponsorships, both Manchester clubs top the list with a total of £80 million each per year.
This demonstrates the enormous commercial appeal of these football powerhouses.
How Sponsorship Deals Work
Sponsorship deals in the Premier League are typically multi-year agreements between clubs and brands.
These partnerships often extend beyond just having a logo on a shirt. Sponsors usually receive a package of benefits, including:
- Shirt branding (front and/or sleeve)
- Stadium advertising (such as LED boards)
- Digital and social media exposure
- Player appearances and image rights
- Hospitality packages
- Exclusive merchandise rights
The exact terms can vary significantly between deals, with top clubs able to command more comprehensive packages due to their global reach and fan base.
The Biggest Deals in History
The current record for the largest shirt sponsorship deal in Premier League history belongs to Manchester United.
In 2024, they signed a 10-year contract with Adidas worth a staggering £906 million, or over £90 million per season.
This deal, which kicks off in 2025, showcases United’s enduring commercial power despite recent on-field struggles.
On a global scale, Barcelona’s partnership with Spotify, announced in 2022, is often cited as one of the largest sponsorship deals in sports history.
While the exact figures are not publicly disclosed, reports suggest it could be worth up to €280 million (approximately £240 million) over four years.
The Growing Value of Sponsorships
The Premier League’s global popularity has led to a significant increase in sponsorship values over the years.
In the 2010-11 season, the 20 clubs collectively earned £100.45 million from front-of-shirt sponsors.
Fast forward to the 2024-25 season, and that figure has skyrocketed to £422.5 million – more than a four-fold increase.
Interestingly, sleeve sponsorships, a relatively new addition to the Premier League landscape, now generate more revenue (£111.25 million) than front-of-shirt deals did just 14 years ago.
Just think about that for a minute while you also wonder why there’s so much money coming in and yet ticket prices are constantly rising!
The Impact of Industry Sectors
Various industries have recognised the value of Premier League sponsorships. For the 2024-25 season, the clothing and accessories sector leads the way, contributing £573.85 million to sponsorship deals across the league.
This is followed by travel and tourism (£227.18 million) and financial services (£232.2 million).
Notably, betting brands have invested heavily in Premier League sponsorships, spending around £179 million on deals for the 2024-25 season.
However, this is set to change with the league-wide ban on gambling sponsors on front-of-shirts coming into effect from the 2026-27 season.
The Gap Between Top and Bottom
While the headline figures are impressive, it’s important to note the significant disparity between the top clubs and those lower down the table.
For instance, while Manchester United earns £80 million from their combined shirt and sleeve sponsorships, newly promoted Ipswich Town receives just £5 million.
This financial gulf underscores the challenges faced by smaller clubs in competing both on and off the pitch.
However, it also highlights the potential for growth as clubs build their brand and on-field success.
What’s Next for Shirt Sponsorships?
As the Premier League continues to grow its global audience, shirt sponsorship deals are likely to become even more valuable.
However, several factors could influence future deals:
- The ban on gambling sponsors could lead to a short-term decrease in sponsorship values for some clubs.
- The increasing importance of digital and social media exposure may change how deals are structured and valued.
- Growing concerns about sustainability and social responsibility could influence which brands clubs partner with.
Football shirt sponsorship in the Premier League has evolved into a multi-million pound industry, reflecting the global appeal of England’s top flight.
While Manchester United and Manchester City currently lead the way with £80 million annual deals, the landscape is constantly changing.
As clubs continue to expand their global fan bases and digital presence, shirt sponsorships will likely remain a crucial source of revenue.
However, with changing regulations and societal expectations, the nature of these partnerships may evolve in the coming years.
For fans and industry observers alike, tracking these sponsorship deals provides fascinating insights into the business side of football.
As the Premier League continues to captivate audiences worldwide, the value of having a brand on these iconic shirts is only set to increase.
