EXCLUSIVE: Premier League clubs rake in HUGE amount from shirt sponsors - who made most revealed
The 20 sides have smashed the half-billion barrier for the first time after sealing deals worth a combined £533.75m. And they banked £125.5m from betting firms – a £50.5m rise from the season before
Premier League footie clubs netted £530million from shirt sponsorship this season, getting a huge boost from gambling deals.
The 20 sides have smashed the half-billion barrier for the first time after sealing deals worth a combined £533.75m. And they banked £125.5m from betting firms – a £50.5m rise from the season before. This season, gambling companies are contributing 24% of total Prem shirt revenues, up from 15%.
Overall, our probe revealed a rise in sponsorship of £44m compared with last season, when clubs signed off deals worth £489.5m. The record haul could be increased further with Chelsea in a dash for a front-of-shirt sponsor. The Londoners are the only top club without a main shirt sponsor, although they are understood to be in talks with interested parties that could net them £40m.
This season’s front-of-shirt deals are collectively worth £422.5m, with a further £111.25m generated from sleeve deals. Champions Man City and FA Cup holders Man Utd have the largest shirt deals, with Etihad and Qualcomm respectively, each worth £60m a year. City and United also have the biggest sleeve agreements – deals with OKX and DXC that are both worth £20m a year. Aston Villa, Crystal Palace, Leicester City, Wolves and Bournemouth are among clubs to enjoy an uplift from front of shirt deals.
Eleven clubs will still have gambling companies as their main sponsors, ahead of a voluntary front-of-shirt ban on those firms from 2026-27. That is a rise from nine last season. The Premier League is the first sports league in the UK to take the step voluntarily. It has adopted a new code of conduct to ensure sponsorships are “socially responsible” to limit reach to children and those at risk of “gambling-related harm”. It is up to clubs to decide who to enter into sponsorship deals with and to negotiate the value.
Clubs are asked to comply with the regulatory requirements of the Gambling Commission. The Premier League declined to comment.