Every Premier League Club’s Shirt and Sleeve Sponsor Ranked by Income

Key Takeaways

• Premier League clubs heavily depend on sponsorship agreements for revenue beyond TV deals, such as from front-of-shirt and sleeve sponsors.
• Despite a ban on betting sponsors, some clubs still have them on shirts, with lucrative deals contributing to financial gains.
• The Premier League’s biggest sides earn a significant amount from these deals, which helps them comply with PSR.

Premier League clubs rely significantly on the income they receive not only from TV deals but from their sponsorship ones too, whether that’s from the kit manufacturer, the sponsor on the front of the shirts, or even the sleeve sponsor. The latter was only introduced ahead of the 2017/18 season, but it’s a further cash injection that can lead to additional spending in the transfer window.

Despite a ban on betting sponsors on shirts coming into place ahead of the 2026/27 season, some clubs have continued to have them on the front of their shirts in the meantime. Almost half of the 20 teams in the Premier League have a gambling sponsor somewhere on their kit.

This article takes an in-depth look at every Premier League club’s sponsors, how much revenue they generate for each club and what industry the sponsors are in. Some sponsors have a long-standing partnership with a club, while others are new to the world of Premier League club sponsorship.

20 Ipswich – £5m

Ed Sheeran and Halo

Ipswich Town defied expectations to reach the Premier League in 2024, completing back-to-back promotions from League One. When most clubs opt for a gambling deal, the Tractor Boys are sponsored by celebrity fan and musician Ed Sheeran to the tune of around £4m.

Speaking to Ipswich’s official YouTube channel, the club’s Director of Sales in 2021, Rosie Richardson, said: “It’s a significant sum, and certainly it’ll contribute to helping the running of the club.” Ipswich’s sleeve deal with Halo was announced in December 2023. The partnership with Halo, who also partner with the McLaren Formula 1 Team and have their logo displayed on their cars, will initially run to the end of the 2026/27 season.

19 Brentford – £8m

Hollywoodbets and PensionBee

Hollywoodbets became Brentford’s front-of-shirt sponsor after the club’s promotion to the Premier League ahead of the 2021/22 season. Despite former Brentford striker Ivan Toney being diagnosed with a gambling addiction, something that resulted in the player being banned from football for eight months, the club decided to extend their deal with Hollywoodbets until 2025.

The deal with the gambling company is thought to be worth around £6m. The South African betting brand’s partnership with Brentford has helped drive its expansion into the UK betting market. Brentford’s partnership with PensionBee as their sleeve sponsor began ahead of the 2023/24 season and will run until the end of the 2024/25 campaign.

18 Nottingham Forest – £8m

Kaiyun Sports and Ideagen

In a rare occurrence for a Premier League team, Forest went the entirety of the 2022/23 season without securing a permanent front-of-shirt sponsor. UNCHR, the UN Refugee Agency did appear on the front of Forest shirts from December 2022 until the end of the 2022/23 season. Eventually, the club finally agreed to a deal for a front-of-shirt sponsor with Kaiyun Sports. The gambling company will remain as Forest’s front-of-shirt sponsor until the end of the 2024/25 campaign.

Forest agreed to a deal with technology company, Ideagen, to become their sleeve sponsor ahead of the 2023/24 season. However, the club did not disclose how long the deal would be for. Ideagen will be the front-of-shirt sponsor for the Academy sides and the girls’ development team.

17 Chelsea – £8m

Fever

In October 2023, Chelsea agreed to a whopping £40m deal with Infinite Athlete to become their front-of-shirt sponsor for the rest of the 2023/24 season. The club were working on securing a longer-term front-of-shirt sponsor before the start of the new campaign, and remained with Infinite Athlete in pre-season, but still haven’t nailed down a new partnership.

Chelsea also began the 2023/24 campaign without a sleeve sponsor. The club announced in January 2024 that they had secured a deal with crypto firm, BingX, which has since been replaced by an £8m agreement with Fever, a company described by the Blues as “the world’s leading technology platform for entertainment discovery”.

16 Bournemouth – £8.5m

BJ88 and LEOS International

Bournemouth’s deal with BJ88 is the largest commercial investment in the club’s history, reportedly worth twice as much as the previous partnership with Dafabet. The agreement will last for two years, covering the 2024-2026 period. It came under criticism once again due to it being a gambling company, but the club have opted to take advantage of the financial incentive before they are banned.

The Cherries’ sleeve sponsorship deal with the global property magnate, LEOS International, began at the start of the 2024/25 season. Bournemouth have committed to a two-year “pact”, to use the odd phrasing chosen by their new sponsors.

15 Southampton – £9m

Rollbit and P&O Cruises

Upon their return to the Premier League this season, Southampton leapt at the chance to improve the terms of their sponsorship arrangement. The Saints have managed to guarantee themselves around £8m from Rollbit, a company which combines the volatile markets of NFTs and gambling. The online enterprise, which was formed in 2020, describes itself as “crypto’s most innovative casino”.

Russell Martin’s side have the more pedestrian P&O Cruises as their sleeve sponsor. This is a no-brainer partnership. The port city acts as the starting location for the company’s cruises across the world. The link between Southampton and Rollbit’s virtual roulette wheel is less obvious.

14 Wolverhampton Wanderers – £12m

Debet and JD Sports

Wolves announced that Debet will be their new front-of-shirt sponsor for the 2024/25 season. It is thought that the deal is worth around £10m a year, which is nearly four times their previous contract. When it was announced, Russell Jones, Wolves’ general manager for marketing and commercial growth, said: “Since our discussions began, we’ve been impressed with their professional approach, and their appointment of knowledgeable individuals, who will be dedicated to making sure this partnership is a success.”

Meanwhile, Wolves joined the JD Sports family for the 2024/25 season. The arrangement was announced with a dedicated track created by Wolves Records artist and Wolves Foundation ambassador Reepa and Birmingham-born artist/producer Mutual.

13 Crystal Palace – £12m

NET88 and Kaiyun Sports

Crystal Palace announced a new deal with company NET88 as their front-of-shirt sponsor. However, with it being a Vietnamese gambling firm, it has come under scrutiny. The deal, which is record-breaking for two years, will help the Eagles push forward with their bold plans. However, when it was first announced, NET88 did not have a working website in the UK and did not even have an official account on X, formerly Twitter, until a few days prior. “We are delighted to join a club that is moving forward with their great young talent,” NET88 said when the agreement was announced.

12 Brighton and Hove Albion – £12m

American Express and Experience Kissimmee

American Express has been Brighton’s sponsor since 2013 in a deal that also includes the naming rights to their stadium and training wear. The club extended the deal for a further 12 years in 2019 in a ‘cover-all deal’ which is reportedly worth more than £100m. The deal with American Express has helped Brighton establish themselves as a Premier League club, following their promotion ahead of the 2017/18 campaign.

Experience Kissimmee became Brighton’s sleeve sponsor ahead of the 2024/25 season on a multi-year deal. The partnership represented Experience Kissimmee’s first-ever combined club deal in the Premier League and Women’s Super League as they look to broaden their horizons from across the pond.

11 Fulham – £13.75m

SBOTOP and WebBeds

SBOTOP became Fulham’s front-of-shirt sponsor ahead of the 2023/24 season. The Asian online betting brand had previously been Leeds United’s front-of-shirt sponsor. Fulham announced the sponsorship as a club record and is thought to be valued at around £10m per season. The deal will run until the end of the 2025/26 campaign, ahead of the ban on gambling companies becoming front-of-shirt sponsors in the following season.

SBOTOP is yet another gambling sponsor for Fulham, following on from their previous front-of-shirt sponsor W88. This is despite Fulham fans voicing their concerns over gambling sponsors on their shirts. As part of Fulham Supporters’ Trust’s survey, 46% of fans were said to feel uncomfortable about having a gambling sponsor on their shirts.

10 West Ham United – £14m

Betway and Intuit QuickBooks

In February 2015, West Ham United announced gambling company, Betway, as their front-of-shirt sponsor in a multi-year deal, which was extended in 2019 until 2025. The club will have to find a new front-of-shirt sponsor for the start of the 2026/27 season when the ban on gambling companies becoming front-of-shirt sponsors comes into force.

The deal with Betway is understood to be worth £12m per season. To put this into some perspective, before the extension of the Betway deal, it was estimated to be worth £6m per season. The club hopes to secure a significant increase in the value of the front-of-shirt sponsor when they search for a new sponsor when the deal with Betway ends.

9 Leicester City – £5m

BC Game and Bia Saigon

Leicester have long been sponsored by King Power on the front of their shirts, but that changed for the 2024/25 campaign, with BC Game taking over the deal. The new partnership – one of the most valuable in Leicester City’s history – will help the Foxes attempt to stay in the top flight and is thought to be worth as much as £15m.

It’s a similar story on the sleeves, with Vietnamese brand Bia Saigon featuring as the name draped across the players’ arms. After working with ThaiBev and Sabeco Brewery, the Foxes have maintained their tradition of working with Asian beer companies.

8 Everton – £19.5m

Stake and Christopher Ward

Stake’s sponsorship deal with Everton was not their first front-of-shirt agreement with a Premier League club, previously working with Watford during the 2021/22 season. The multi-year deal worth around £18m started ahead of the 2022/23 campaign and is said to be the highest-value sponsorship deal in Everton’s history – funds that a club perennially threatened by financial ruin desperately needed. Stake replaced the previous front-of-shirt sponsor, Cazoo as the club wanted to clinch a much more lucrative deal.

Everton’s committed to a five-year agreement with luxury watch brand Christopher Ward as their sleeve sponsor ahead of the 2024/25 campaign. CW had previously been the club’s ‘official global timing partner’ and has produced bespoke watches in honour of Everton legends. The Dixie Dean timepiece will set you back almost £3,000.

7 Aston Villa – £22m

Betano and Trade Nation

Despite the upcoming ban on betting companies being the front-of-shirt sponsor, Aston Villa and Betano struck up a partnership ahead of the 2024/25 season for a period of two years. Unai Emery’s side are expected to bank £40m before the ban comes into place – representing an enormous jump compared to the £6m-per-year deal that had been in place with car dealers Cazoo.

The most expensive sponsorship arrangement in club history was signed just as Villa secured Champions League qualification for the first time since the competition’s rebrand from the European Cup. This combined windfall funded a splurge of almost £150m in the summer transfer window.

6 Newcastle United – £32.5m

Sela and Noon

Newcastle United reached a mutual agreement with FUN88 to end their front-of-shirt sponsorship early at the beginning of the 2023/24 campaign. The club agreed on a deal, understood to be worth £25m per season, with Saudi Arabian entertainment and hospitality company, Sela, to become their new front-of-shirt sponsor. This is a significant increase on their previous deal with gambling company FUN88, which was valued at £6.5m per season.

The deal with Sela was announced as a multi-year agreement, though Newcastle have not disclosed an expiration date. Meanwhile, the club announced a new sleeve sponsor in the shape of another Saudi Arabian-based company, Noon, ahead of the 2022/23 campaign. This was Newcastle’s first Middle East sponsorship deal since the club’s takeover in 2019. The club’s deal with Noon is valued at £7.5m per season, an increase on their previous sleeve sponsor, Kayak, which brought in £5m annually.

5 Arsenal – £50m

Emirates and Visit Rwanda

Emirates is no stranger to sponsorship dealings in the world of football, with the airline also the shirt sponsor for AC Milan and Real Madrid. Emirates is not only the front-of-shirt sponsor for Arsenal but is also their stadium naming rights partner. The airline has been Arsenal’s front-of-shirt sponsor since 2006, and the partnership is the longest-running in the history of the Premier League.

In 2023, Arsenal decided to extend their contract with Emirates until 2028, and the deal is worth £50m per season, which is an annual increase of £10m. It should be noted that the amount earned from the sponsorship deal doesn’t include the naming rights for Arsenal’s stadium.

Arsenal’s Visit Rwanda sleeve sponsorship meanwhile, sees the Gunners receive £10m per season. The pair have been united since 2018 before the deal was extended in 2021 despite widespread controversy. The UK Supreme Court ruled in 2023 that the government’s Rwanda immigration plan is “unlawful”.

4 Tottenham Hotspur – £60m

AIA and Kraken

AIA was announced as Tottenham Hotspur’s front-of-shirt sponsor ahead of the 2019/20 season, in a deal that is due to run until the end of the 2026/27 campaign. The complete value of the deal is understood to be £320m for eight years, which allows the club to compete with the best in the Premier League.

During the summer of 2024, Spurs announced a deal with Kraken to be their new sleeve sponsor. It once again came under criticism as they are a crypto company, but Ryan Norys, chief revenue officer for the club, said: “As a club that aims to drive innovation in everything we do, we are delighted to partner with yet another forward-thinking brand in Kraken – a true leader in its field, recognised throughout the web3 industry for its emphasis on education around the crypto ecosystem.”

3 Liverpool – £62m

Standard Chartered and Expedia

Standard Chartered became Liverpool’s front-of-shirt sponsor ahead of the 2010/11 season, becoming the club’s such sponsor. The Reds extended the multi-year deal in 2022 for a further five years, with the deal expiring in 2027. The sponsorship arrangement is one of the most lucrative in the whole of the Premier League, worth £50m per season.

The deal with Standard Chartered increased by £10m per season upon signing the extension in 2022. Meanwhile, Liverpool’s sleeve sponsor, Expedia, began their partnership during the 2020/21 season. Before signing an extended four-year deal in 2023, the value was understood to be around £9m per season. That value has increased significantly to around £12m following the signing of the new deal in 2023.

2 Manchester City – £80m

Etihad Airways and OKX

In 2009, Etihad became Manchester City’s front-of-shirt sponsor on a multi-year deal. The club have since extended their partnership with the airline and receive an eye-watering £60m per season from the sponsor. Etihad also has the naming rights to Manchester City’s stadium.

On top of the lucrative Etihad deal, Manchester City also receive around £20m per season from their sleeve sponsor OKX, a partnership which is initially over three years. The club’s commercial dealings have come under scrutiny after they were charged with 115 breaches of Financial Fair Play rules, dealings that have spanned a decade and involve various sponsorship arrangements.

1 Manchester United – £80m

Snapdragon and DXC

Manchester United’s front-of-shirt sponsor is Snapdragon. The deal with the technology company started during the summer of 2024 to replace TeamViewer, and it is understood to be worth £60m per season, a £13m per season increase on their previous deal. Meanwhile, the club’s deal with sleeve sponsor, DXC Technology, is understood to be worth £20m per season.

The deal with DXC Technology began ahead of the 2022/23 season and replaced previous sleeve sponsor Kohler. The sponsorship with DXC is a multi-year deal and is one of the most lucrative sleeve sponsors in the whole of the Premier League. Manchester United managed to agree the deal without performing in the Champions League at the time and remain outside Europe’s premier club competition.

Stats via Sporting Intelligence. Correct as of 15-09-24.