HomeAnalysisHousehold ProductsFootballEngland

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.

You need to have a subscription to access this content

If you would like more information on our Sponsorship product please contact our sales team

Already have an account? Sign in here

Related Articles

Football
Airlines

The Emirates airline continued its big spending on football shirt sponsorships last month, signing off deals with Spanish Liga club Real Madrid, French Ligue 1 side Paris Saint-Germain, and US club New York Cosmos, with a combined value of around €60m ($80m) per season.

Football
Watches

TAG Heuer has become the Premier League’s first Official Timekeeper and Watch Partner in a three-year deal from 2016-17 to 2018-19 understood to be worth CHF8m (€7.2m/$8.1m) per year.

Related News

Football

Supermarket group Coop has extended its main-partner sponsorship of the Norwegian club football for a further three seasons, until 2025
Football

Japanese gaming brand Cygames has renewed its back-of-shirt sponsorship with Italian club Juventus from 2022-23 to 2023-24
Football

Frecciarossa, the main brand of Italian train operator Trenitalia, has renewed an agreement for naming rights to the Coppa Italia club football competition
Football

The Dutch Football Association (KNVB) has agreed a three-season deal which makes digital entertainment and media platform Azerion the new title sponsor of the Vrouwen Eredivisie, the top tier of the domestic…

Most recent

Motorsport

Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.
Football
Tyres

With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
Cricket
Mobile Phones

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent
Motorsport
Betting

Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…