Profiling the commercial power of the clubs behind soccer's richest domestic competition

Published: 16 Aug 2017

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The 2017/18 Premier League season - a 25th anniversary edition of soccer's richest domestic competition - is upon us. We profile the commercial portfolios of England's 20 leading clubs teams that make up soccer’s richest domestic competition. 

During the summer close season, clubs in the world’s richest soccer league have been busy expanding their commercial portfolios with both domestic and with regional partners. The likes of Manchester City and Liverpool have been especially busy tying up sponsorships in the lucrative Asian market, predominantly in the increasingly important territory of China.

A significant change to Premier League shirts this season will be the addition of a sleeve sponsor, although not every team has taken up the additional inventory due to opposition from their existing front-of-shirt sponsors. 11 clubs had taken up the opportunity to fill the new inventory as the season kicked off, with Liverpool’s partnership with Western Union and West Brom’s deal with 12Bet announced almost as team-sheets were being prepared for the opening round of games.

Despite the Football Association’s (FA) high-profile decision to drop Ladbrokes as an official sponsor, and end future commercial ties with betting companies, bookmakers make up a high proportion of sponsors in English soccer’s top flight. Meanwhile, 14 of the 20 front-of-shirt sponsors are foreign companies, with brands from the Middle East, Asia and the US adorning the jerseys worn by the top five finishers from last season.

According to Sportingintelligence the Premier League’s 20 clubs will earn a record UK£281million (US$367 million) in sponsorship from shirt deals alone this season, a sum that has trebled in seven years and is UK£160 million (US$208 million) more than the amount pulled in by teams in Germany’s Bundesliga.

Ahead of kick-off, SportsPro presents its definitive sponsorship guide to all of the teams.

Sponsorship values are annualised. Source: Sportingintelligence.com

Arsenal

  • Owner: Arsenal Holdings plc (Majority shareholder - KSE UK/Stan Kroenke; minority shareholders – Red and White Securities Ltd/Alisher Usmanov)
  • Kit supplier: Puma, UK£30 million (US$39 million)
  • Main sponsor: Emirates, UK£30million (US$39million)
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: UK£142.7 million (US$186.9 million) 
  • Primary sponsors: Vitality, Gatorade, Markets.com, Cooper Tire Europe 
  • Deals since start of 2016/17: Cavallaro NapoliQuestUniversal PicturesMBNABNN TechnologyMTN NigeriaOctopus Energy12BetStar Lager

Brighton & Hove Albion

  • Owner: Tony Bloom
  • Kit supplier: Nike, UK£1 million (US$1.3 million)
  • Main sponsor: American Express, UK£1.5 million (US$1.95 million)
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: Promoted 
  • Primary sponsors: Hendy, Chandlers, Heineken, Harvey's Brewery, Domino’s, iTalk, Donatello 
  • Deals since start of 2016/17: N/A

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Burnley

  • Owner: Mike Garlick and John Banaszkiewicz
  • Kit supplier: Puma, UK£1 million (US$1.3 million)
  • Main sponsor: Dafabet, UK£2.5 million (US$3.3 million) 
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: £107.6 million (US$140.4 million)
  • Primary sponsors: James Hargreaves Group, Oak FurnitureLand, David Fishwick, Carlsberg, My Protein, Premier Range, Barnfield, Sportito 
  • Deals since start of 2016/17: N/A

AFC Bournemouth

  • Owner: Maxim Demin and Eddie Mitchell
  • Kit supplier: Umbro, UK£1 million (US$1.3 million)
  • Main sponsor: M88, UK£ 3.5million (US$4.6 million) 
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: UK£123.9 million (US$161.7 million)
  • Primary sponsors: Bournemouth University, Cortex 
  • Deals since start of 2016/17: UmbroM88Two Circles

Chelsea

  • Owner: Roman Abramovich 
  • Kit supplier: Nike, UK£60 million (US$78.8 million) 
  • Main sponsor: Yokohama, UK£40 million (US$52.3 million)
  • Sleeve sponsor: Alliance Tyres 
  • 2016/17 prize money: UK£153.2 million (UK£201.2 million)
  • Primary sponsors: Carabao, Delta, Hublot, Beats by Dre, Wipro, Singha, EA Sports, Levy Restaurants, Sure, William Hill 
  • Deals since start of 2016/17: EricssonHotelTonightON SportNikeSureAlliance Tyres 

 
Crystal Palace

  • Owner: CPFC 2010
  • Kit supplier: Macron, UK£1 million (US$1.3 million)
  • Main sponsor: ManBetX, UK£6.5million (US$7.2 million) 
  • Sleeve sponsor: Dongqiudi
  • 2016/17 prize money: UK£115.2 million (US$151 million) 
  • Primary sponsors: Carlsberg, Global Reach Partners, Utilita Energy
  • Deals since start of 2016/17: DongqiudiManBetXUtilita Energyy

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Everton

  • Owner: Farhad Moshiri 
  • Kit supplier: Umbro, UK£6 million (US$7.8 million) 
  • Main sponsor: SportPesa, UK£9.6 million (US$12.6 million)
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: UK£132.4 million (US$173.3 million) 
  • Primary sponsors: USM Holdings, Fanatics, William Hill, Sure, StubHub, Blackwell Global, Nuffield Health, The Protein Works, Mastercard, Chang, Carling 
  • Deals since start of 2016/17: Blackwell GlobalSportPesaChangThe OpenSureSportsRISQUSM HoldingsLiverpool Hope UniversityCarlingDavanti

Huddersfield Town

  • Owner: Dean Hoyle
  • Kit supplier: Puma, UK£800,000 (US$1 million)
  • Main sponsor: OPE Sports, UK£1.5 million (US$1.95 million)
  • Sleeve sponsor: Pure Business Group
  • 2016/17 prize money: Promoted 
  • Primary sponsors: Leisu, Viessmann
  • Deals since start of 2016/17: Pure Business GroupBurton SafesOpe SportsBdaily

Leicester City

  • Owner: King Power International Group
  • Kit supplier: Puma, UK£1 million (US$1.3 million)
  • Main sponsor: King Power, UK£4 million (US$5.2 million)
  • Sleeve sponsor: Siam Commercial Bank 
  • 2016/17 prize money: UK£120.9 million (US$158.2 million) 
  • Primary sponsors: Singha, Air Asia, Amazing Thailand, Siam Commercial Bank, DHL, De Montfort University, Birmingham Airport, Project 11, 12Bet 
  • Deals since start of 2016/17: OH LeuvenToyo TiresDirectAsiaMueller Sports MedicineFischer Future HeatSiam Commercial Bank

Liverpool

Manchester City

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Manchester United

  • Owner: Manchester United plc (Majority shareholder - Glazer family)
  • Kit supplier: Adidas, UK£75 million (US$98 million) 
  • Main sponsor: Chevrolet, UK£47 million (US$61.4 million) 
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: UK£146.6 million (US$191.5 million)
  • Primary sponsors: Aon, 20th Century Fox, Aeroflot, Aladdin Street, Apollo, Concha y Toro, Columbia, Deezer, DHL, EA Sports, Epson, Gulf Oil International, HCL, Hansai Paint, Marathonbet, Mlily, New Era, Swissquote, Tag Heuer, Toshiba, Uber, Yanmar
  • Deals since start of 2016/17: AeroflotStonewallAladdin GroupUberDeezerMlilyConcha y ToroApollo

Newcastle United

  • Owner: Mike Ashley
  • Kit supplier: Puma, UK£4 million (US$5.2 million)
  • Main sponsor: Fun88, UK£6.5 million (US$9.5 million) 
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: Promoted
  • Primary sponsors: Sports Direct, Carling, Bet365, Coral, Thomas Cook, Pulman, The Mirror Group, Ignition, Stelrad
  • Deals since start of 2016/17: Fun88

Southampton

  • Owner - Katharina Liebherr 
  • Kit supplier – Under Armour, UK£4 million (US$5.2 million)
  • Main sponsor – Virgin Media, UK£6 million (US$7.8 million)
  • Sleeve sponsor – Virgin Media
  • 2016/17 prize money – UK£127.6 million (US$167.3 million)
  • Primary sponsors – SportPesa, Carlsberg, Sure, TLCBET
  • Deals since start of 2016/17: The Big IssueVirgin MediaTLCBETSureSouthampton Solent UniversityBanc de Binary

Stoke City

  • Owner: Peter Coates 
  • Kit supplier: New Balance, UK£2.5 million (US$3.3 million) 
  • Main sponsor: Bet365, UK£3.5 million (US$2.6 million)
  • Sleeve sponsor: Top Eleven
  • 2016/17 prize money: UK£113.4 million (US$148.7 million)
  • Primary sponsors: Carlsberg, DPD, Staffordshire University, Top Eleven, Q-Railing
  • Deals since start of 2016/17: Top ElevenQ-RailingSharpRippleffectAstropay

Swansea City

  • Owner: Jason Levien and Steve Kaplan 
  • Kit supplier: Joma, UK£4 million (US$5 million) 
  • Main sponsor: Letou, UK£4.5 million (US$5.9 million)
  • Sleeve sponsor – Barracuda Networks
  • 2016/17 prize money: UK£ 109.5 million (US$143 million) 
  • Primary sponsors: Bet365, Carling, Hotel Planner, Barracuda Networks
  • Deals since start of 2016/17: Barracuda NetworksLetou

Tottenham Hotspur

  • Owner: ENIC International Ltd.
  • Kit supplier: Nike, UK£30 million (US$39 million)
  • Main sponsor: AIA, UK£30 million (US$39 million)
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: UK£148.5 million (US$195 million) 
  • Primary sponsors: The Real Life Company, William Hill, Hewlett Packard, Kumho Tyre, Carlsberg, MBNA, Aquascutum
  • Deals since start of 2016/17: ZumtobelFox Sports AsiaHPENikeRoux familyAIALevy Restaurants UK

Watford

  • Owner: Gino Pozzo 
  • Kit supplier: Adidas, UK£1 million (US$1.3 million) 
  • Main sponsor: FxPro UK£3 million (US$3.9 million) 
  • Sleeve sponsor: 138.com
  • 2016/17 prize money: UK£108.5 million (US142.5 million) 
  • Primary sponsors: 138.com, CG, FxPro, SA Law, Eurotech, Bulldog Power, Football Manager
  • Deals since start of 2016/17: FxProAdidas 

West Bromwich Albion 

  • Owner: Guochuan Lai 
  • Kit supplier: Adidas, UK£2 million (US$2.6 million) 
  • Main sponsor: Palm, UK£3.5 million (US$4.6 million)
  • Sleeve sponsor: 12Bet 
  • 2016/17 prize money: UK£120 million (US$157.4 million)
  • Primary sponsors: Coral, Carling, MasterCard, Yellowstone, University of Wolverhampton, Bet365, CSCM Solutions
  • Deals since start of 2016/17: PalmIGOFXCoral12Bet

West Ham United

  • Owner: David Sullivan and David Gold 
  • Kit supplier: Umbro, UK£4 million (US$5.2 million) 
  • Main sponsor: Betway, UK£6 million (US$7.8 million) 
  • Sleeve sponsor: N/A 
  • 2016/17 prize money: UK£121.8 (US$160 million) 
  • Primary sponsors: Heineken, Ricoh, Lycamobile, Capital, Kissimmee, iHotel Group, Spire Roding Hospital, TransferMate, Royal London Watches 
  • Deals since start of 2016/17: TransferMateThomas CookBetwayOcean Holidays

 This is an extract from an article originally published by our partner SportsPro Media. View the full article here.


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