Premier League

Latest Features

French multinational insurance brand AXA will pay about £12m ($15.3m/€13.6m) per year as the new training kit partner of Premier League club Liverpool, SportBusiness Sponsorship has learned.

UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.

Scotch whisky brand Chivas Regal is paying £3.5m ($4.5m/€3.9m) per season as the Official Spirits Partner of Premier League club Manchester United.

Russian betting brand 1XBet is paying roughly the same for African betting partner rights at Tottenham Hotspur as the club’s two other Regional Betting Partners combined.

Premier League club Liverpool is turning success on the pitch into steady sponsorship sales growth, as new partners continue to invest in the club’s second-tier assets.

Industry experts have questioned Southamption's new “record” shirt deal with Chinese brand LD Sports, which was officially announced on Monday as the “biggest sponsorship deal in the club’s history”. But L

English Premier League football club Southampton has announced a record sponsorship deal which will make LD Sports, a new sports content, marketing and entertainment platform for the Chinese market, its…

UK telco Virgin Media has dropped its front-of-shirt asset at Premier League club Southampton, retaining only the shirt sleeve asset in its latest renewal

Global sports-betting and gaming group GVC Holdings has called for a ban on gambling company shirt sponsorships and perimeter advertising in UK football

Features

Sporting goods brand Nike, video game maker EA Sports and global bank Barclays have renewed their respective Premier League partnerships beyond the 2016-17 to 2018-19 cycle, while incumbent beer brand…

Italian coffee brand Lavazza has made its first entry into Premier League sponsorship, after striking new deals with two of the league’s biggest clubs.

Puma’s deal to become Manchester City’s main kit supplier – taking over from Nike – at the start of next season is worth roughly five times the current deal, SportBusiness Sponsorship understands. The

Japanese tyre brand Falken Tire has tripled its investment in European football clubs since the 2015-16 season in an ongoing brand awareness campaign that now comprises between 20 and 30 per cent of its…

The English Premier League has completed its central portfolio of seven Official Partners with the signature of Coca-Cola as the Official Soft Drink Partner in a three-and-a-half-year partnership, starting…

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 s…

Blackwell Global and Everton Sponsorship title: Blackwell Global #BluesChallenge Duration of sponsorship: 2017-2022 Entered by: Blackwell Global Sponsor’s industry sector: Financial Services

Asia-facing banking group Standard Chartered has agreed to a 42.8-per-cent price increase in its renewed deal for the main shirt rights to English Premier League club Liverpool.

Chinese electric vehicle manufacturer BYD Auto has become English Premier League club Arsenal’s Official Car and Bus Partner in a multi-year, global deal thought to be worth about £2.5m ($3.4m/€2.8m)

Phil Stephan, director of global consulting at data-driven sports marketing agency Two Circles, tells Sports Sponsorship Insider that sports rights-holders hold digital marketing assets that can compete with targeted advertising campaigns on Facebook and Google.

Gatorade, the sports drink brand owned by PepsiCo, became the Official Sports Nutrition Partner of English Premier League club Manchester City in a multi-season deal. 

Switzerland-based online financial services company Swissquote recently renewed its global partnership with Premier League football club Manchester United

The sponsorship market for Asian-facing online betting partners of English Premier League clubs has recovered from the introduction of betting regulations that required operators to meet uncompromising…

Online betting company Betfair has reprised an Official Partner deal with Spanish LaLiga club Barcelona, after a five-year gap.

The betting operator sponsorship landscape has a fast turnover of brands with the picture one year looking very different from the next.