From iconic shirt deals to billion-pound partnerships, sponsorship in the Premier League is a financial powerhouse fuelling the most-watched football league in the world. This article dives deep into how the English Premier League is funded through shirt sponsorship, league-wide partnerships, and the biggest brands backing the 20 Premier League clubs in the 2024/25 season.
Whether you’re a football fanatic, a curious fan of marketing in sport, or just want to know who’s paying millions to slap their name across your team’s kit, this is your complete guide to Premier League sponsors. Here’s everything worth knowing about shirt sponsors, league partnerships, and how the sponsorship game continues to evolve in the Premier League.
Who Are The Current Shirt Sponsors For Premier League Clubs?
Shirt sponsorship remains one of the most visible and lucrative revenue streams for Premier League clubs. In 2024, front-of-shirt sponsorships continued to command figures upwards of £10 million per season for several clubs.
Manchester City maintain their long-term partnership with Etihad Airways, a deal that has become synonymous with the club’s dominance since the early 2010s. The sponsorship deal is part of a broader partnership with the City Football Group, which also owns several clubs globally.
Arsenal continue with Emirates, another Gulf airline, marking one of the longest running shirt sponsorships in English football. Manchester United recently signed a lucrative new sponsor in Snapdragon, replacing TeamViewer, in a move rumoured to be worth nearly £60 million annually.
Meanwhile, Liverpool stick with Standard Chartered, whose front-of-shirt sponsorship deal remains one of the most valuable in the league. Tottenham Hotspur have inked a new sponsor agreement with a Korean tech firm, ending their deal with AIA, which had been in place since 2013. These shirt sponsors are active across global campaigns, demonstrating the worldwide appeal of the Premier League brand.
Which Gambling Companies Still Sponsor Premier League Clubs?
Gambling companies remain a favourite partner for many Premier League clubs, although recent changes are reshaping that landscape. In April 2023, the Premier League announced that clubs had agreed to withdraw gambling sponsorship from the front of shirts by the end of the 2025 season. This landmark decision marked a shift in football’s relationship with the gambling industry.
That said, in 2024, several clubs still display gambling sponsors on their shirts, including Aston Villa (Betano) and Bournemouth (Dafabet). Newcastle United’s deal with Sela is not gambling-related, but the club previously had Fun88 on their shirts.
Additionally, companies entering sleeve sponsorships like Kaiyun Sports show that while front-of-shirt gambling sponsorship is being phased out, sleeve and stadium branding remains a grey area.
The decision to limit gambling sponsorship from the front doesn’t necessarily reduce the league’s revenue—it redirects it. Many clubs are already exploring new partnerships in tech, crypto, and fintech sectors.
How Much Do Premier League Shirt Sponsorships Cost?
Shirt sponsorship costs vary significantly depending on the club’s stature, global reach, and performance. The biggest football clubs in the league—such as Manchester United, Liverpool, and Arsenal—can demand over £50 million per season. At the other end, clubs like Nottingham Forest or newly promoted sides may attract shirt sponsorship deals worth closer to £5-10 million per season.
The 2024/25 season saw around 10 million pounds for teams in the lower half of the table, while the ‘big six’ continued to rake in much higher figures. Sponsorship in the Premier League is driven by global audiences, commercial value, and Champions League participation, making success on the pitch equally vital for maximising off-the-pitch revenue.
For context, all 20 Premier League teams together generate over £350 million annually just from shirt sponsorships.
Which Brands Sponsor The 20 Premier League Clubs In 2024/25?
A mix of global giants, regional players, and digital-first businesses sponsor the 20 Premier League clubs. Beyond front-of-shirt deals, many clubs have separate sleeve sponsors, training wear partners, and official partners in categories like betting, health, insurance, or airlines.
Different clothing brands sponsor the 20 Premier League teams through kit deals, with 10 different kit suppliers currently active. Nike leads the way, sponsoring clubs like Chelsea and Liverpool, while Adidas backs Manchester United and Arsenal. Puma and Castore are also prominent across the league clubs.
From American Express and JD Sports to crypto firms and gaming brands, the landscape of Premier League sponsorships is broader than ever. Brands sponsor the 20 Premier League clubs not just for visibility, but for access to global audiences and football-crazed fanbases.
What Is The Role Of Nike In Premier League Sponsorship?
Nike has held a central sponsorship role in the Premier League since becoming the official ball supplier in 2000. As the official ball sponsor, Nike’s match ball is used in every official match. Their current deal runs until at least 2025.
Beyond the official match ball, Nike is a kit supplier for major clubs such as Liverpool, Chelsea, and Brighton. Their involvement adds prestige and consistency across broadcast, merchandise, and digital campaigns. Nike’s partnership with Premier League clubs forms a major component of the brand’s global football strategy, especially across Asia and North America.
Kit deals both began in 2015 and have evolved into full-scale branding efforts, with Nike logos visible from match day warmups to global fanwear collections.
Is Barclays Still The Premier League’s Official Bank?
Yes, Barclays remains the official bank of the Premier League, a partnership that stretches back nearly two decades. While Barclays is no longer the league’s title sponsor (a role it held until 2016), the bank continues to play a major role as an official partner.
This long-standing sponsorship deal includes financial education initiatives, community programmes, and match day activations. In 2024, the Barclays Premier League partnership remains one of the league’s most stable and recognisable commercial relationships.
The presence of an official bank offers credibility, continuity, and a clear connection to UK-based financial services—unlike many newer sponsorships from international markets.
Why Are Gambling Companies Being Phased Out As Shirt Sponsors?
The move to end front-of-shirt gambling sponsorship by 2025 comes amid rising concerns about the influence of gambling on football culture, particularly among younger fans. Campaign groups and MPs have long criticised the prevalence of gambling logos during match broadcasts.
August 2023 saw several clubs already moving away from gambling firms. Leicester City (in the Championship at the time) and Everton began reducing visibility of gambling sponsors. This has led to new sponsor categories emerging—tech, blockchain, finance, and AI.
Gambling sponsorship from the front may be ending, but sleeve deals and official betting partners still feature. Whether this transition signals the end of gambling in football or simply a shift in visibility remains to be seen.
What Are Some Unique New Partnerships In The 2024/25 Season?
Several Premier League clubs entered exciting new partnerships in 2024. Manchester United signed a massive new shirt sponsorship deal with Snapdragon, while Aston Villa unveiled a controversial agreement with Betano, making them one of the four teams still showcasing a gambling sponsor.
Tottenham Hotspur revealed a new sponsor for 2024/25 after ending their decade-long deal with AIA. The north London club now sport the logo of a Korean electronics firm on the front-of-shirt, signalling growing commercial links with Asia.
Nottingham Forest inked a fresh front-of-shirt sponsorship deal with Kaiyun, and Newcastle United maintain their deal with Sela, focusing on entertainment and tourism partnerships. New partnerships reflect the league’s evolving commercial landscape, with clubs targeting more sustainable and future-facing brands.
How Do Premier League Sponsorships Compare To Other Leagues?
The Premier League is still the most commercially powerful football league in the world. Its global reach, packed stadiums, and massive TV revenues allow it to attract the highest-value sponsorships.
Compared to La Liga or Serie A, Premier League sponsorships are often more lucrative. While clubs like Real Madrid and Barcelona can command similar shirt sponsorship deals, the Premier League benefits from league-wide commercial contracts—like the Nike match ball, Barclays partnership, and official beer of the Premier League—that boost overall earnings.
In contrast, League One or even some Champions League participants don’t come close to matching the Premier League’s sponsorship figures.
What’s The Future Of Shirt Sponsorship In The Premier League?
As the 2025 gambling deadline approaches, shirt sponsors can be categorised into three groups: traditional (airlines, finance), transitional (tech, crypto), and outgoing (gambling). This shift will redefine how clubs approach commercial partnerships.
Clubs will be more selective with front-of-shirt partners, prioritising long-term values and global expansion. The introduction of AI, gaming, and fintech sponsors points toward a new era.
The Premier League’s brand remains strong. While the market may shift, sponsorships in the Premier League will remain some of the most valuable in global sport.
