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Premier League shirt sleeve deals move on from media buys

MANCHESTER, ENGLAND - AUGUST 27: Paul Pogba of Manchester United during the Premier League match between Manchester United and Tottenham Hotspur at Old Trafford on August 27, 2018 in Manchester, United Kingdom. (Photo by Matthew Ashton - AMA/Getty Images)

Major differences in the value of shirt sleeve rights among the English Premier League’s top six clubs have been driven, in part, by variations in the status accorded to Shirt Sleeve Partners in the sponsorship hierarchies and related inventory associated with the deals.

In the second season of shirt sleeve rights sales, Manchester United, Arsenal and Liverpool have designated Shirt Sleeve Partners as actual or de facto Principal Partners, providing additional and upweighted inventory as befitting their designation.

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