BrandArena: Premier League Clubs Set New Record as Shirt Deal Climb to £313.6 Million

Thursday 2 August 2018

Premier League Clubs Set New Record as Shirt Deal Climb to £313.6 Million

Premier League clubs have generated a record UK£313.6 million (US$412.5 million) from shirt sponsorship deals for the 2018/19 season. A rise of £31.8m on last year.

This is the main sponsors on the fronts of the shirts. Sleeve sponsors are paying a further £46m to the 20 clubs combined.

In terms of front-of-shirt sponsors, Manchester United’s club-record deal worth a whopping UK£47 million per year with Chevrolet remains the league’s most lucrative partnership, closely followed by cross-city rivals Manchester City, who receive an annual UK£45 million from their agreement with Etihad.

Liverpool’s recent renewal with Standard Chartered has seen the value of that deal leap to UK£40 million per year, which is on par with Arsenal’s extended contract with Fly Emirates and Chelsea’s five-year partnership with Yokohama.

Spurs are set to move into the new White Hart Lane stadium in London soon – with attractive football and consistent top three finishes in the league, the club continues to prove attractive to sponsors. The club’s deal with AIA is worth £35m a year, completing the big six’s deals, which are head and shoulders above the Premier League’s remaining 14 teams, in terms of value.

Meanwhile, despite the Football Association’s (FA) decision last year to cease all sponsorship deals with betting companies, nine Premier League sides will showcase gambling brands on the front of their shirts this season.

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