PREMIER LEAGUE SHIRT SPONSOR SHOWCASE

05 Aug 2022

By: Sport Industry Group

The Premier League makes its highly anticipated return on Friday 5th August when Crystal Palace welcome Arsenal to Selhurst Park, kicking off the 2022/23 season.

As well as a busy summer in the transfer market, each of the club's respective commercial teams have been working hard to secure new deals for the 30th edition of the Premier League.

Ahead of the new season, we've taken a closer look at each of the 20 teams' new kits and the brands that serve as their main shirt sponsors.


AFC Bournemouth 

Dafabet  

AFC Bournemouth confirmed online betting brand Dafabet as its new principal partner and front-of-shirt sponsor ahead of the 2022/23 season.

As part of the two-year partnership, Dafabet will make a financial donation to the club’s Community Sports Trust to support projects that help get adults into work.

Dafabet replaced Poole-based financial firm MSP Capital as the front-of-shirt sponsor, with MSP Capital now sponsoring the club’s training wear.

Arsenal

Emirates

Arsenal’s long-standing relationship with luxury airliner Emirates will continue into the new season. Emirates’ shirt partnership with the Gunners began in the 2006/2007 season, the first-ever campaign in Arsenal’s current stadium, which the Dubai-based airliner also holds naming rights for – the Emirates Stadium.

The partnership was most recently renewed in 2018 in what was the largest ever sponsorship deal signed by the club and one of the biggest ever agreed in football, at a value of £200m.

The current shirt deal runs until the end of the 2024/2025 season, and the club’s home will remain the Emirates Stadium until at least 2028.

Aston Villa

Cazoo

Aston Villa signed a multi-year partnership with online car retailer Cazoo in 2020, which saw Cazoo branding not just on the men’s first team shirts, but on the team’s training wear, women’s team kits, and academy kits.

The £6m per year deal also means Cazoo branding features throughout the club’s Villa Park stadium, on official club merchandise and across the club’s website and media backdrops.

Brentford

Hollywoodbets

Brentford FC named Hollywoodbets as the club’s principal partner in July 2021, ahead of its first season in the Premier League.

Having previously been the Bee’s official betting partner and back-of-shirt sponsor, the promotion of the partnership saw the Hollywoodbets logo move to the front of the West London club’s shirt.

As part of the partnership, last year Hollywoodbets regularly donated to the Brentford FC Community Sports Trust as part of their Golden Goals campaign, where prize money was pledged for every goal Brentford scored.

The South African-headquartered betting company also has a joint partnership with Brentford and GAMSTOP, the UK’s free national self-exclusion scheme for online gambling.

Brighton & Hove Albion

American Express

In 2019 Brighton and Hove Albion signed a 12-year sponsorship extension with long-term principal partner American Express, reportedly worth in excess of £100m.

Under the terms of the contract, the US-based financial services provider, which has its UK headquarters in Brighton, became the official shirt sponsor to all of the club’s men’s, women’s development, youth, and disability teams.

The deal also saw the company retain the naming rights to the 30,000-capacity American Express Community Stadium.

Chelsea

Three

Three’s partnership with Chelsea began in 2020 when the British telecommunications and internet service provider replaced Yokohama Tyres as the front-of shirt sponsor.

Despite signing a deal that runs until 2023, as a result of UK Government sanctions imposed on Chelsea FC’s previous owner Roman Abramovich in March, Three decided to pause its marketing activities with the club until the impact of the sanctions on the club ended.

Initially Three wanted its branding removed from Chelsea shirts, however, this was not possible due to sanctions restricting the West London club from manufacturing new shirts.

Following the sale of Chelsea to a Todd Boehly-led consortium, Three has resumed all marketing activities.

Crystal Palace

cinch

Crystal Place announced in May 2022 that UK online car marketplace cinch will become the official front of shirt sponsor for the 2022/23 season for both the Men and women’s teams after agreeing a multi-year contract.

cinch also became Palace’s official training wear partner as part of the deal, benefiting from significant brand exposure across the club’s Academy teams, Selhurst Park stadium, digital channels, as well as branding on all replica shirts.

cinch replaced global online gambling brand W88.

Everton 

Stake.com

Everton confirmed a club-record main partner agreement with crypto casino and sports betting platform Stake.com in July 2022.

The multi-year partnership was announced by the club as the highest value front-of-shirt deal in the Toffees’ 144-year history and sees Stake.com branding featured on the front of the men’s and women’s playing shirts as well as appearing on screens and media backdrops at Goodison Park and Finch Farm and across the club’s digital platforms. 

However, the deal has received criticism from fans of the club. Over 20,000 Everton supporters signed a petition to remove the sponsors due to ethical concerns surrounding the promotion of gambling in football.

Fulham

W88

Newly promoted Fulham announced a record sponsorship with global betting firm W88 which sees it becomes the club’s front-of-shirt and main team partner for upcoming campaign.

The one-year deal will also see W88 receive brand exposure across the club’s 25,000-capcity stadium, Craven Cottage, and via the club’s digital channels. 

The betting firm replaced World Mobile as the front of shirt sponsor but the blockchain-based mobile network has remained as a partner, with its logo now appearing on the club’s training kits.

Leeds United

SBOTOP

Leeds United and SBOTOP entered a multi-year partnership in 2020 which saw the global sports betting brand become principal sponsor of the club.

The sponsorship represented the largest commercial deal in the club’s history, with a value of £6m per year. 

As well as appearing on the front of the playing shirts, SBOTOP also sponsor the team’s training kits.

Leicester City

FBS

Leicester City signed a partnership agreement with international trading company FBS ahead of the 2021/22 season, with the deal running until 2024 and a value not disclosed.

The three-year deal was announced weeks after the Foxes’ secured a historic FA Cup victory in last year’s competition.

Liverpool

Standard Chartered

In July 2022, Liverpool FC announced the extension of its partnership with British banking and financial services company Standard Chartered for a further four years.

The extension will take the partnership between the current FA Cup holders and Standard Chartered to 17 years overall, running until the end of the 2026-27 season.

Standard Chartered started as Liverpool FC’s main team sponsor in July 2010, when the bank became only the fifth company ever to adorn the Reds’ first-team strip.

Reports in the spring had initially suggested that a new deal was unlikely with the Anfield club seeking new sponsorship opportunities. Cryptocurrency firms were allegedly among those being considered by Liverpool as new front-of-shirt sponsors. However, Standard Chartered has eventually secured a deal at a value of £50m per year.

Manchester City

Etihad Airways

In May 2009, Manchester City announced a partnership with Etihad Airways, the national carrier of the United Arab Emirates. The club’s stadium was renamed Etihad Stadium, forming the centre piece of the Etihad Campus.

According to The Athletic, Manchester City earn a figure upwards of £67.5m per year from Etihad for its sponsorship of the Sky Blues. The deal has been renegotiated at least four times since 2009, but the length and value of Etihad’s current deal remains undisclosed.

Manchester United

Team Viewer

Manchester United’s five-year agreement with the global technology company TeamViewer as its principal shirt partner will begin with the 2021/2022 season.

The deal, which reportedly is valued at £47m per year, saw TeamViewer replace car manufacturer Chevrolet as the Red Devil’s front-of-shirt sponsor.

Newcastle United

FUN88

Chinese betting company Fun88 has been with Newcastle for five years, with its logo appearing on the front of on every kit since Newcastle returned to the Premier League in 2017, when it replaced Wonga.

However, the 2022/23 season will reportedly be its last as the Magpie’s main sponsor.

Following the takeover of Newcastle United by a Saudi-led consortium in 2021, it now exploring options to buy out the remainder of the Fun88 shirt sponsorship. This is due to a ban on betting in Saudi Arabia, meaning unbranded shirts will have to be produced for fans in the country.

Nottingham Forest 

Newly-promoted Nottingham Forest are still without a shirt sponsor for the 22/23 season, less than two weeks out from the start of the campaign. 

SportBusiness reports that the club has already refused proposals that do not match their desired fee of £10m per season.

Southampton

Sportsbet.io

Southampton Football Club announced an extension to its partnership with the Coingaming Group as its main club partner for a further three years in April 2021.

The extension sees the Coingaming Group brand Sportsbet.io continue as the south-coast club’s front-of-shirt sponsor.

The deal was the biggest sponsorship agreement in the club’s history and also included the option for the club to be paid certain performance-based bonuses in Bitcoin at the end of each season.

Tottenham Hotspur

AIA

In 2019, Tottenham Hotspur extended its partnership with AIA Group Limited (AIA), the Asian-based life insurers, until the end of the 2026/27 season with a reported value of £320m.

The relationship between the pair has lasted nearly a decade. AIA originally partnered with Spurs in 2013.

In the 2014/15 season AIA became official shirt partner in all competitions with the relationship extended in 2017 during Tottenham Hotspur’s post season tour to AIA’s home market, Hong Kong, as it became the club’s global principal partner.

West Ham United

Betway

Global online gambling company Betway has been West Ham United’s principal partner since 2015. The Betway logo features on the front of all the club’s senior teams’ playing shirts and training wear.

The most recent renewal was signed in 2019, is reportedly worth £10m per year and set to expire in 2025.

Wolverhampton Wanderers

AstroPay

Wolverhampton Wanderers announced an agreement with AstroPay in June 2022, which saw the global payment solutions provider become Wolves’ new principal partner and front of shirt sponsor in a one-year deal.

AstroPay began working with Wolves in August 2021, and following a successful first season of the partnership, it expanded the relationship further.

AstroPay branding feature on the front of all Wolves shirts next season, including the men’s and women’s first teams, and under-23s, as well as the full range of replica kits across all ages.