We have witnessed several changes in the way Premier League clubs’ partner with sponsors since the competition began in 1992. Gone are the days of simply having a main sponsor on the shirt and advertising space on the boards around the pitch. In 2022, the biggest clubs have official partners for all manner of things, including travel, clothing, watches, tyres, wine, spirits, logistics, video games, hotels, coffee, grooming, and fuel. However, the biggest sponsorship deals remain on the shirts of Premier League teams and below you will find some of the biggest sponsorship partnerships in the league.
Having previously been with Chevrolet, the main sponsor of Manchester United changed for the 2021/22 season. TeamViewer, a software company that has grown hugely in recent years, is now the main sponsor for Manchester United and they have signed a deal until 2025. The TeamViewer partnership is worth £45 million per year to Manchester United, which is an incredible amount of money. In addition, the Premier League allow clubs to have a sleeve sponsor and Manchester United have Kohler on their sleeves, a manufacturing company specialising in plumbing and sanitisation products. The deal with Kohler is worth £10 million per year to Manchester United and that figure is larger than many main sponsors for the bulk of the Premier League.
For example, Newcastle United receive £6.5 million per year from Fun88, an online casino brand. This is significantly lower than the main sponsorship deal of Manchester United and £3.5 million per year lower than the sleeve sponsor of Manchester United. The Red Devils may not be top of the league right now, but they continue to lead the way in terms of sponsorship partnerships.
Several Premier League clubs have signed deals with online gambling companies but interestingly, not all of them are legal in the United Kingdom and Ireland. So, if you want to join an online gambling website, you are advised to choose a safe and trusted online casino that is regulated for the UK and Ireland.
Just below Manchester United in the league table of sponsorship partnerships are local rivals, Manchester City. The 2020/21 Premier League champions are sponsored by Etihad Airways and the deal is believed to be worth £40 million per year. This is the same amount of money as the main shirt sponsorship deals of Liverpool, Chelsea, and Arsenal, who each receive £40 million per year for their shirt sponsorship partnerships. Liverpool FC are sponsored by Standard Chartered, Chelsea by Three, and Arsenal by Fly Emirates. However, there are some differences in the sleeve sponsorship deals of the four clubs and Chelsea and Arsenal receive £10 million from their deals with Hyundai and Visit Rwanda, respectively. Liverpool receives £5 million from Western Union as do Manchester City for their partnership with Nexen Tire.
We then see a drop of £10 million per year as we come to Tottenham Hotspur, who have a deal with AIA worth £30 million per year. Spurs are the final club in the Premier League to have a main sponsorship partnership worth double figures. We then fall over £20 million to Everton, who are in partnership with Cazoo to the tune of £9.5 million.
So, even if the traditional top six in the Premier League have not always finished in the top six positions in recent years, they remain the top six for sponsorship deals. The other 14 clubs in the Premier League have some way to go if they are to compete with Manchester United, Manchester City, Liverpool, Chelsea, Arsenal, and Tottenham Hotspur in terms of sponsorship.
