Premier League

Latest Features

Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

Manchester United’s multi-year licensing and global partnership deal with Hawaiian sunglass brand Maui Jim reflects a new pricing and acquisition strategy for the club’s global partnerships. 

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

The Bitcoin logo (₿) will appear on the shirt sleeve of Premier League football club Watford for the rest of this season, as part of a promotional drive by the club’s main shirt sponsor, betting brand Spo…

Premier League clubs Liverpool and Chelsea have suspended all advertising with Russian-owned betting operator 1XBet – a week after Tottenham Hotspur terminated its sponsorship with the brand.

Premier League club Tottenham Hotspur has signed a partnership agreement with energy drink brand Monster Energy, SportBusiness Sponsorship can reveal

Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia

Features

British sportswear brand Umbro has renewed its kit-supply agreements with Premier League clubs Everton and West Ham.

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

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.

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…