Premier League 2018/19 commercial guide: Every club, every sponsor

Just weeks after the conclusion of the Fifa World Cup, European club soccer is already creaking back into gear, with the English Premier League kicking off the major top-flight action. Here, SportsPro profiles the commercial portfolios of England's 20 leading clubs.

Premier League 2018/19 commercial guide: Every club, every sponsor

The Premier League hardly had a title race last season, with Pep Guardiola’s Manchester City juggernaut breezing to glory. 2016/17 champions Chelsea were nowhere to be seen, with Manchester United ultimately providing the closest competition.

As has become the norm in the world’s wealthiest soccer league, all twenty clubs have spent their summers preparing to do battle, arming themselves with partners both regional and global.

According to Sportingintelligence, Premier League clubs will rake in a collective UK£313.6 million in shirt sponsorship deals alone this year, with nine sides opting to advertise betting and gambling companies on their playing kit just a year after the Football Association (FA) chose to sever all ties with betting companies. The rise in gambling sponsors comes amid pressure to clean up the sport’s image and reliance on sponsorship from the industry.

Beyond last year’s top six, only Southampton, Leicester City, Cardiff City, Watford and Brighton have avoided the temptation of entering deals with international betting brands. Huddersfield Town’s UK£1.5 million agreement with Ope Sports is the slightest of the betting deals, while West Ham’s long-term Betway contract will bring in UK£10 million. Manchester United – currently marooned in the shadow of their blue neighbours on the field – remain top-dogs in the sponsorship stakes. Their UK£47 million per year Chevrolet deal, signed in 2014, keeps its place as the biggest main sponsor partnership.

Meanwhile, more clubs are also jumping at the opportunity to sign up a sleeve sponsor following last season’s inauguration for the secondary shirt partner. Arsenal’s three-year deal with the Rwanda Tourist Board will see them rake in UK£30 million for the right to appear on the London club’s shirt.

The agreement is a fitting example of the eclectic mixture of sleeve partnerships – ranging from Chelsea’s comparatively mainstream Hyundai deal to Leicester’s equivalent with Thai beer Bia Saigon and newly-promoted Wolves’ entry into the crypto-currency market with CoinDeal.

For the Premier League itself this is the last season before its live TV rights will spread across Sky Sports, BT Sport and new entry Amazon. The latter's package is small but does include the popular Boxing Day round of fixtures, so the e-commerce giant will be hoping for a boost in Prime subscriptions around the festive period.

On the subject of Christmas, 2019 will see the implementation of the league's first ever winter break. Staggered across two weeks in February, with the FA Cup fifth round will be moved to midweek to accommodate the break and replays scrapped at that stage, the initial trial will run until 2022.

That is all a long way in the future. So, whilst the sun is still shining, here SportsPro presents its definitive Premier League commercial preview.

Major Media Rights Holders

UK and Ireland: Sky Sports, BT Sport, Amazon, BBC (highlights)

USA: NBC Sports, Telemundo Deportes

France: SFR Sport

Germany: DAZN

Italy: SKY Sport

Netherlands: Ziggo Sport Totaal

Portugal: Sport TV

MENA: BeIN Sports

Spain: Movistar+

Brazil: ESPN Brasil

China: Tencent, PPTV, BTV, SMG

Japan: J Sports, NHK, DAZN

India: STAR Sports

Australia: Optus Sport, SBS

Thailand: Facebook

The Premier League's rights deal with Amazon made headlines over the summer

Arsenal

Last season: 6th

Owner: Stan Kroenke

Chief executive: Ivan Gazidis

Stadium: The Emirates (60,000)

Kit supplier: Puma, UK£150 million (US$193 million), signed 2014, expires 2019

Main sponsor: Emirates, UK£200 million (US$257.6 million), signed 2018, expires 2024

Sleeve sponsor: Rwanda Tourist Board, UK£30 million (US$38.6 million), signed 2018, expires 2021

2017/18 prize money: UK£142 million (US$183 million)

Major deals since start of 2017/18: Acronis, Tidal, CashBet, Hyde Park Developments, WorldRemit, Cover-More, Vitality, Banque du Caire

What they've been up to: Arsenal are starting the new season with both a new owner and a new manager. Stan Kroenke assumed full ownership of the club by buying out rival Alisher Usmanov’s 30 per cent stake for US$700 million on the eve of the new season.

AFC Bournemouth

Last season: 12th

Owner: Maxim Demin

Chief executive: Neill Blake

Stadium: Vitality Stadium (11,000)

Kit supplier: Umbro, UK£5 million (US$6.4 million), signed 2017, expires 2022

Main sponsor: M88, UK£8 million (US$10.2 million), signed 2017, expires 2019

Sleeve sponsor: Mansion

2017/18 prize money: UK£111.2 million (US$143.1 million)

Major deals since 2017/18: AudienceView, Deep South Media, Vitality, Tempobet, Greenwood Campbell

What they’ve been up to: Bournemouth recently launched CherryBot, an AI-fuelled chat bot which operates on the Facebook Messenger platform, engaging with fans and encouraging them to share experiences before and during matchdays.

Brighton and Hove Albion

Last season: 15th

Owner: Tony Bloom

Chief executive: Paul Barber

Stadium: American Express Community Stadium (31,000)

Kit supplier: Nike, UK£1 million (US$1.3 million) per season, length unreported

Main sponsor: American Express, UK£1.5 million (US$1.9 million) per season, length unreported

Sleeve sponsor: JD, value unreported, length unreported

2017/18 prize money: UK£107.7million (US$138.7 million)

Major deals since start of 2017/18: IT First, Pogoseat, Italk, Bespoke, TR Fastenings 

What they've been up to: Brighton have made numerous on-field signings this summer but perhaps one that will please the fans most is the off-field appointment of club legend Bobby Zamora as an official ambassador.

Burnley

Last season: 7th

Owner(s): Mike Garlick, John Banaszkiewicz

Chief executive: David Baldwin

Stadium: Turf Moor (21,000)

Kit supplier: Puma, UK£1 million (US$1.3 million) per season, length unreported

Main sponsor: LaBa360, UK£3 million (US$3.8 million) per season, length unreported

Sleeve sponsor: N/A

2017/18 prize money: UK£119.8 million (US$154.2 million)

Major deals since 2017/18: Teletrade, Ladbrokes

What they’ve been up to: Not all that much, to be honest. However, the sponsorship deal with LaBa360 is said to be the biggest in the club’s history.

Burnley will be hoping to replicate their form of 2017/18 which saw them qualify for the Uefa Europa League

Cardiff

Last season: Promoted from Championship

Owner: Vincent Tan

Chief executive: Ken Choo

Stadium: Cardiff City Stadium (33,000)

Kit supplier: Adidas, value unreported, length unreported

Main sponsor: Visit Malaysia, UK£3 million (US$3.8 million) per season, length unreported

Sleeve sponsor: JD, value unreported, length unreported

2017/18 prize money: Promoted from Championship

Major deals since 2017/18: VideoDoc, K8.com, 1xBet, Trojan, PAS

What they’ve been up to: The club – alongside TriplePlay – were nominated in the 2018 ‘Most Innovative Sports Partnership’ category at the 2018 Sports Technology Awards.

Chelsea

Last season: 5th

Owner: Roman Abramovich

Chief executive: Ron Gourlay

Stadium: Stamford Bridge (42,000)

Kit supplier: Nike, UK£900 million (US$1.15 billion), signed 2016, expires 2032

Main sponsor: Yokohama Rubber, UK£200 million (US$257.6 million), signed 2015, expires 2020

Sleeve sponsor: Hyundai UK£50 million (US$64.4 million), signed 2018, expires 2024

2017/18 prize money: UK£141.7 million (US$182.5 million)

Major deals since start of 2017/18: Hyundai, Millennium & Copthorne Hotels, Doyen, Sony Music, Star Beer, Rexona, Ericsson, Sure

What they've been up to: Roman Abramovich’s visa situation looms large over Stamford Bridge. The club’s owner withdrew his UK investor visa application in May and put new stadium plans on hold amid the issues over his continued access to the UK. Chelsea’s fans have already planned a thank you to celebrate Abramovich’s 15 years of ownership. Who knew 15 was a landmark?

Crystal Palace

Last season: 11th

Owner(s): Steve Parish, Joshua Harris, David Blitzer

Chief executive: Phil Alexander

Stadium: Selhurst Park (26,000)

Kit supplier: Puma, value unreported, length unreported    

Main sponsor: ManBetX, UK£6.5 million (US$8.4 million) per season, length unreported

Sleeve sponsor: Dongqiudi, value unreported, length unreported    

2017/18 prize money: UK£114.3 million (US$147.9 million)

Major deals since 2017/18: Puma, GambleAware, Royale International, Apollo Tyres, Twickets, Tempobet

What they’ve been up to: The Eagles have recently been given the green light by Croydon Council to proceed with their UK£100 million stadium redevelopment. The project is set to increase the capacity of the South London club’s Selhurst Park home from 26,000 to 34,000, making it the sixth largest soccer stadium in the capital. Palace say they hope to begin work on the new stand at the end of the 2018/19 season with the aim of completion in time for the 2021/22 campaign.

Everton

Last season: 8th

Owner: Farhad Moshiri

Chief executive: Professor Denise Barrett-Baxendale

Stadium: Goodison Park (39,500)

Kit supplier: Umbro, UK£30 million (US$38.6 million), signed 2014, expires 2019

Main sponsor: SportPesa, UK£48 million (US$61.8 million), signed 2017, expires 2022

Sleeve sponsor: Rovio, value unreported, length unreported

2017/18 prize money: UK£128 million (US$164.8 million)

Major deals since start of 2017/18: Rovio, SecuTix, Thomas Cook Sport, Davanti Tyres

What they've been up to: Everton announced a leadership team shake-up back in June. Moving into their new Royal Liver Building headquarters last month, the new team of nine executive directors will be responsible for the day-to-day operations across the club. Sasha Ryazantsev is now heading up the commercial and financial team.

Richarlison's UK£50 million move to Everton was one of the biggest transfers of the summer

Fulham

Last season: Promoted from Championship

Owner: Shahid Khan

Chief executive: Alistair Mackintosh

Stadium: Craven Cottage (26,000)

Kit supplier: Adidas, value unreported, expires 2023

Main sponsor: Dafabet, UK£6 million (US$7.6 million), signed 2018, expires 2020

Sleeve sponsor: ICM

2017/18 prize money: Promoted from Championship

Major deals since 2017/18: ICM Capital

What they’ve been up to: Owner Shahid Khan has been linked with an enormous bid to purchase Wembley Stadium, though he has stated that Fulham’s position at Craven Cottage would not be affected.

Huddersfield

Last season: 16th 

Owner: Dean Hoyle

Chief executive: Julian Winter

Stadium: John Smith’s Stadium (25,000)

Kit supplier: Umbro, value unreported, expires 2022

Main sponsor: Ope Sports, UK£1.5 million (US$1.9 million) per season, length unreported

Sleeve sponsor: Leisu Sports, value unreported, length unreported

2017/18 prize money: UK£102.4 million (US$132 million)

Major deals since 2017/18: Coco Fuzion, Kenyon Weston, Cedar Court, ISDM, Orchard FM, All My Systems, Kinect, Evolve, Lister Horsfall, Multiflight, Grand Central, SciSports, Bockelkamp Sports Marketing, Easy Fireplace, Goodwin Smith

What they’ve been up to: The club are operating the Huddersfield Hundred – a scheme focused on securing 100 commercial partnership deals per season between businesses and the club.

Leicester

Last season: 9th

Owner: Vichai Srivaddhanaprabha

Chief executive: Susan Whelan

Stadium: King Power Stadium (32,000)

Kit supplier: Adidas, value unreported, length unreported

Main sponsor: King Power, UK£4 million (US$5.1 million) per season, length unreported

Sleeve sponsor: Bia Saigon, value unreported, expires 2019

2017/18 prize money: UK£118.3 million (US$152 million)

Major deals since start of 2017/18: ThaiBev, Vitality, W88, Adidas, Lanes Fine Jewellery, Dafabet, DirectAsia

What they've been up to: Leicester secured a major coup in the wake of the World Cup by agreeing a deal to bring England’s September friendly with Switzerland to the King Power Stadium. Leicester last hosted a Three Lions fixture back in 2003 at former home Filbert Street.

Liverpool

Last season: 4th

Owner: Fenway Sports Group

Chief executive: Peter Moore

Stadium: Anfield (54,000)

Kit supplier: New Balance, UK£300 million (US$390 million), signed 2012, expires 2019

Main sponsor: Standard Chartered, UK£160 million (US$236.1 million), renewal signed 2018, expires 2023

Sleeve sponsor: Western Union, UK£25 million (US$32.1 million), signed 2017, expires 2022

2017/18 prize money: UK£145.9 million (US$188.1 million)

Major deals since 2017/18: Standard Chartered, Wireless Infrastructure Group, Petro-Canada Lubricants

What they’ve been up to: Liverpool’s recent deal with the Wireless Infrastructure Group saw the company install a stadium-wide network at Anfield to give supporters and visitors access to high-quality 4G services in an attempt to up the matchday experience.

Liverpool will be hoping the UK£67 million acquisition of Alisson Becker will finally solve their goalkeeping problem

Manchester City

Last season: 1st

Owner: City Football Group

Chief executive: Ferran Soriano

Stadium: Etihad Stadium (55,000)

Kit supplier: Nike, UK£72 million (US$108 million) signed 2013, expires 2019

Main sponsor: Etihad Airways, UK£400 million (US$652 million) signed 2011, expires 2021

Sleeve sponsor: Nexen Tire, UK£10 million (US$12.9 million) per season, length unreported

2017/18 prize money: UK£149.4 million (US$193.3 million)

Deals since 2017/18: Turtle Beach, Xylem, PAK Lighting, Marathonbet, AvaTrade, SeatGeek, Nexon, Tinder, Barclays, Amazon, Gatorade, Khmer Beverages, Mundipharma, Rexona

What they’ve been up to: The Premier League champions have been pioneers in the esports space over the past year, becoming the first team in English soccer’s top flight to launch a competitive gaming team in China, while they also signed their first esports-specific deal with Turtle Beach. Meanwhile, teasers of City’s first Amazon behind-the-scenes documentary have been shared far and wide on social media, with anticipation building around this month’s release of the eight-part series chronicling their title-winning 2017/18 season.

Manchester United

Last season: 2nd

Owner: Manchester United plc (Majority shareholder - Glazer family)

Managing director: Richard Arnold

Stadium: Old Trafford (75,000)

Kit supplier: Adidas, UK£750 million (US$$1.3 billion), signed 2016, expires 2026

Main sponsor: General Motors, UK£371 million (US$559 million), signed 2012, expires 2021

Sleeve sponsor: Kohler, UK£20 million (US$27.5 million) per season, length unreported

2017/18 prize money: UK£149.8 million (US$193 million)

Major deals since start of 2017/18: Chivas, MoPlay, Melitta, Kohler, Belgium FA, MLILY, PingAn Bank, Cho-A Pharm, Science in Sport, General Sports Authority of Saudi Arabia

What they've been up to: Manchester United Women kick off their inaugural season in 2018/19 competing in the FA Women’s Championship. The club are aiming of gaining promotion to the FA Women’s Super League at the first time of asking.

Newcastle United

Last season: 10th

Owner: Mike Ashley

Managing director: Lee Charnley

Stadium: St James’ Park (52,000)

Kit supplier: Puma, UK£4 million (US$5.2 million) per season, signed 2014, expires 2020

Main sponsor: Fun88, UK£19.5 million (US$25.1 million), signed 2017, expires 2020

Sleeve sponsor: N/A

2017/18 prize money: UK£123 million (US$159.1 million)  

Deals since 2017/18: ProgrammeMaster

What they’ve been up to: Not much, given that the club’s ownership issues continue to rumble on. Nothing has come of the Magpies’ much-derided owner Mike Ashley’s promise to sell the club back in October, although undefeated boxing great Floyd Mayweather Jr was linked with a takeover bid in March.

Southampton

Last season: 17th

Owner(s): Gao Jisheng (80 per cent), Katharina Liebherr (20 per cent)

Chief executive: Gareth Rogers

Stadium: St Mary’s Stadium (33,000)

Kit supplier: Under Armour, UK£28 million (US$36 million), signed 2016, expires 2023

Main sponsor: Virgin Media, UK£16 million (US$20.5 million), signed 2016, expires 2019

Sleeve sponsor: Virgin Media, UK£2.4 million (US$3 million), signed 2017, expires 2019

2017/18 prize money: UK£107.2 million (US$137.8 million)

Major deals since 2017/18: Brickhill, Utilita Energy, Unily

What they’ve been up to: After beating Swansea City to narrowly avoid relegation last season, Southampton trolled the Welsh city’s Marriot with a one-star mock-up review on Twitter after the hotel cancelled the club’s rooms before the key clash due to an apparent virus.

Tottenham

Last season: 3rd

Owner: ENIC International Ltd.    

Chief executive: Daniel Levy

Stadium: Tottenham Hotspur Stadium (62,000)

Kit supplier: Nike, UK£30 million (US$38.6 million) per season, signed 2017, unreported length

Main sponsor: AIA, UK£175 million (US$225.4 million), renewal signed in 2017, expires 2022

Sleeve sponsor: N/A

2017/18 prize money: UK£144.4 million (US$186 million)

Major deals since 2017/18: Harman, Hotels.com, Beavertown, William Hill, Fun88, Daktronics, Sporting Force, Schneider Electric, Mitel, Mammoth, Healthspan, Leagoo, SCX

What they’ve been up to: The opening of Spurs’ new state-of-the-art stadium has got hearts racing in North London, and in amongst a string of innovative partnerships, a deal with SCX has ensured that the venue will be the first in the UK to be equipped with a retractable pitch.

Spurs didn't sign any players in the transfer window, but at least have a new stadium to look forward to

Watford

Last season: 16th

Owner: Gino Pozzo

Chief executive: Scott Duxbury

Stadium: Vicarage Road (22,000)

Kit supplier: Adidas, unreported value, initial deal expires 2020

Main sponsor: FxPro, UK£9 million (US$11.5 million), signed 2017, expires 2020

Sleeve sponsor: MoPlay, value unreported, length unreported

2017/18 prize money: UK£106.3 million (US$137 million)

Major deals since start of 2017/18: MoPlay, Mullanys Coaches

What they've been up to: Frankly, nothing to report.

West Ham

Last season: 13th

Owner: David Sullivan, David Gold

Vice Chairman: Karren Brady

Stadium: London Stadium (66,000)

Kit supplier: Umbro, UK£20 million, signed 2015, expires 2020

Main sponsor: Betway, UK£40 million (US$52 million), extension signed 2016, expires 2020

Sleeve sponsor: Bassett & Gold, value unreported, length unreported

2017/18 prize money: UK£116.1 million

Major deals since 2017/18: EVA Air,  Lagardère Sports

What they’ve been up to: With the well-documented situation regarding the club’s lease to the London Stadium, it was revealed last month that the search for a naming rights partner cost the British taxpayer UK£450,000.

Wolves

Last season: Promoted from Championship

Owner: Fosun International

Managing Director: Laurie Dalrymple

Stadium: Molineux (32,000)

Kit supplier: Adidas, value unreported, expires 2022

Main sponsor: W88, UK£15 million (US$19.2 million), signed 2018, expires 2022

Sleeve sponsor: CoinDeal, value unreported, length unreported

2017/18 prize money: Promoted from Championship

Major deals since 2017/18: Bundled, Wolverhampton Building Supplies, Reech, Silverbug

What they’ve been up to: As part of their recent deal with Bundled, the club – with an increasing Portuguese influence – has launched its own FIFA esports team.