Top 10 Premier League shirt sponsorship deals

- Top 10 - Sep 06, 2016

The 2016/17 English Premier League season has seen records smashed in terms of the finance flowing through the industry.

Summer’s transfer spending by England’s top clubs broke the £1 billion mark, helped largely by big spending from Manchester United on Paul Pogba from Juventus (£93m), alongside other notable fees paid by Chelsea for N’Golo Kante (£30), Manchester City for John Stones (£50m) and Liverpool for Sadio Mane (£36m).

Television revenues are also set to be at record levels this season, with Sky and BT Sport shelling out more than £5 billion for broadcasting rights over the next three years.

Shirt sponsorship is another area that is seeing multinational corporations spend big. With Premier League clubs increasingly being treated as global brands and therefore lucrative marketing tools, the bidding war to be on the front of the top clubs’ shirts is taking off.

Here are the top 10 current shirt sponsorship deals at the start of the 2016/17 season:

  1. Manchester United - £53 million a year. American car making giant Chevrolet has entered a massive seven-year deal lasting until 2021.
  2. Chelsea - £40 million a year. Japanese tyre manufacturer Yokohama will be sponsoring Chelsea in a deal that lasts until 2020.  
  3. Arsenal - £30 million a year. Dubai-based airline Emirates, which has Arsenal’s home ground named after them, has a five-year shirt deal lasting until 2019.
  4. Liverpool - £30 million a year. Financial services giant Standard Chartered has the rights to be on Liverpool’s kit until 2019.
  5. Manchester City - £20 million a year. Another Middle East airline, this time Etihad Airways, has its name on a Premier League kit. The carrier has a monster 10-year deal lasting through to 2021.
  6. Tottenham - £16 million a year. AIA is the largest independent public listed pan-Asian life insurance group, signing a deal with Spurs until 2019.
  7. West Ham - £6 million a year. Maltese bookmaker Betway is one of several gaming companies with interest in football shirt sponsorship. The company will be on West Ham’s kit until 2018.
  8. Southampton - £6 million a year. Richard Branson is joining the Premier League sponsorship rounds with Virgin Media by committing to a three-year deal with Southampton, starting this season.
  9. Sunderland - £6 million a year. Another bookmaker, Dafabet, is backing a Premier League club. The Philippines-based company has penned a two-year deal that ends in 2017.
  10. Everton - £5.3 million a year. Thailand’s Chang Beer has long been a sponsor with Everton, its current deal due to expire at the end of this season.

Read the September 2016 issue of Business Review Europe magazine. 

Follow @BizReviewEurope

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