Every club, every sponsor: Your comprehensive Premier League commercial guide

The 2017/18 Premier League season - a 25th anniversary edition of soccer's richest domestic competition - is upon us. SportsPro profiles the commercial portfolios of England's 20 leading clubs.

Every club, every sponsor: Your comprehensive Premier League commercial guide

The Premier League returned to something like the status quo on the pitch in 2016/17 with established front-runners Chelsea winning the title for the second time in three years, after surprise package Leicester City had stunned the world the previous year.

And true to form, during the summer close season, clubs in the world’s richest soccer league have been busy expanding their commercial portfolios with both domestic and with regional partners. The likes of Manchester City and Liverpool have been especially busy tying up sponsorships in the lucrative Asian market, predominantly in the increasingly important territory of China.

For the first time since 2004, Manchester United have topped the Deloitte Money League of the world’s highest-earning clubs in 2015/16, with revenues of €689 million (US$732 million). In doing so, they ended over a decade of Spanish dominance and became the first club to record annual revenues of more than UK£500 million (US$615 million).

With record prize money on offer from both the Premier League and the Uefa Champions League, to which United return after a season’s absence, their resurgence can be expected to continue.

A significant change to Premier League shirts this season will be the addition of a sleeve sponsor, although not every team has taken up the additional inventory due to opposition from their existing front-of-shirt sponsors. 11 clubs had taken up the opportunity to fill the new inventory as the season kicked off, with Liverpool’s partnership with Western Union and West Brom’s deal with 12Bet announced almost as team-sheets were being prepared for the opening round of games.

Southampton are one of the 11 Premier League teams to feature sponsors on their sleeves

Independent research agencies calculate the average value of the Premier League sleeve sponsorship to be around UK£3 million (US$3.7 million) a season, providing around 20 per cent of the media value derived from front-of-shirt branding. Promoted clubs and those who tend to populate the league’s lower reaches are thought to be looking for just under UK£500,000 (US$621,000) a season from sleeve partners, mid-tier teams up to or just over UK£1 million (US$1.25 million) a season, and the top six substantially more, perhaps even into eight figures a year.

Despite the Football Association’s (FA) high-profile decision to drop Ladbrokes as an official sponsor, and end future commercial ties with betting companies, bookmakers make up a high proportion of sponsors in English soccer’s top flight. Meanwhile, 14 of the 20 front-of-shirt sponsors are foreign companies, with brands from the Middle East, Asia and the US adorning the jerseys worn by the top five finishers from last season.

According to Sportingintelligence the Premier League’s 20 clubs will earn a record UK£281million (US$367 million) in sponsorship from shirt deals alone this season, a sum that has trebled in seven years and is UK£160 million (US$208 million) more than the amount pulled in by teams in Germany’s Bundesliga.

Ahead of kick-off, SportsPro presents its definitive sponsorship guide to all of the teams.

Sponsorship values are annualised. Source: Sportingintelligence.com

Arsenal

• Owner: Arsenal Holdings plc (Majority shareholder - KSE UK/Stan Kroenke; minority shareholders – Red and White Securities Ltd/Alisher Usmanov)
• Kit supplier: Puma, UK£30 million (US$39 million)
• Main sponsor: Emirates, UK£30million (US$39million)
• Sleeve sponsor: N/A 
• 2016/17 prize money: UK£142.7 million (US$186.9 million) 
• Primary sponsors: Vitality, Gatorade, Markets.com, Cooper Tire Europe 
• Deals since start of 2016/17: Cavallaro Napoli, Quest, Universal Pictures, MBNA, BNN Technology, MTN Nigeria, Octopus Energy, 12Bet, Star Lager

Last year’s FA Cup winners, who finished fifth in the Premier League to drop out of the Uefa Champions League for the first time this century, are now more than halfway through a five-year kit supply deal with Puma which heralded a new commercial era for the club when it began in 2014. Prior to that, long-term deals with the likes of Nike had been bringing in fees below the market rate, having been frontloaded to provide financial guarantees when the Londoners moved to the Emirates Stadium in 2006. After a summer spent in Australia and China, another leap may be imminent.

The Gunners’ relationship with Dubai-based airline Emirates, whose logo also appears on the front of the first team shirts, has precluded them thus far from seeking out a new sleeve sponsor. The club have struck new kinds of deals over the summer - most notably a content promotion partnership with film studio Universal Pictures - but most of the business activity around the team has concerned ownership. With the team listing on the field in the spring, minority stakeholder Alisher Usmanov made a high-profile but swiftly thwarted bid to buy out majority owner Stan Kroenke.

Brighton & Hove Albion

• Owner: Tony Bloom
• Kit supplier: Nike, UK£1 million (US$1.3 million)
• Main sponsor: American Express, UK£1.5 million (US$1.95 million)
• Sleeve sponsor: N/A 
• 2016/17 prize money: Promoted 
• Primary sponsors: Hendy, Chandlers, Heineken, Harvey's Brewery, Domino’s, iTalk, Donatello 
• Deals since start of 2016/17: N/A

Returning to English soccer’s top flight for the first time since 1983, when they lost an FA Cup final to Manchester United shortly after being relegated, Brighton & Hove Albion have been preparing for the big time for several years. Their 30,750-seater home ground was completed in 2011, with large-scale local employer American Express taking the naming rights. Owner Tony Bloom, a property magnate and poker player, has invested substantially in training facilities, the academy system, and the playing staff as the Seagulls have flown ever closer to promotion.

It is all a far cry from the 1990s, when supporters groups rallied to save the club as they teetered on the brink of relegation to non-league soccer and financial oblivion. The close links forged with the local south coast community and business in that time continue to this day and have helped to stabilise an outfit that is better prepared than most to reap the financial benefits of a Premier League stint, however daunting the task of avoiding relegation on the field.

Chelsea were rewarded with UK£201.2 million for winning the 2017/18 Premier League while London rivals Arsenal, who finished fifth, received US$186.9 million in prize money

Burnley

• Owner: Mike Garlick and John Banaszkiewicz
• Kit supplier: Puma, UK£1 million (US$1.3 million)
• Main sponsor: Dafabet, UK£2.5 million (US$3.3 million) 
• Sleeve sponsor: N/A 
• 2016/17 prize money: £107.6 million (US$140.4 million)
• Primary sponsors: James Hargreaves Group, Oak FurnitureLand, David Fishwick, Carlsberg, My Protein, Premier Range, Barnfield, Sportito 
• Deals since start of 2016/17: N/A

Burnley made a success last season of their third promotion in seven years, with Sean Dyche’s men producing some impressive results on their way to the safety of 16th place. Still, representing a Lancashire town of around 75,000 people, they remain one of the smaller clubs in the top flight.

A UK£3.7 million loss was posted in getting out of the Championship in 2015/16 but there have been signs over the summer - despite the abandonment of a game at Turf Moor against Spain’s Celta Vigo due to crowd trouble - that the Clarets are making use of their Premier League resources. Chairman Mike Garlick has said investment in the playing squad will increase, while the appointment of a new marketing and operations manager and a supporter liaison officer in June hinted at development off the field as well.

AFC Bournemouth

• Owner: Maxim Demin and Eddie Mitchell
• Kit supplier: Umbro, UK£1 million (US$1.3 million)
• Main sponsor: M88, UK£ 3.5million (US$4.6 million) 
• Sleeve sponsor: N/A 
• 2016/17 prize money: UK£123.9 million (US$161.7 million)
• Primary sponsors: Bournemouth University, Cortex 
• Deals since start of 2016/17: Umbro, M88, Two Circles

The rise of AFC Bournemouth continued in 2016/17 as the team hit the heights of ninth place in the Premier League, a finish that would have been unthinkable when they began the 2009/10 season in English soccer’s fourth tier. Eddie Howe’s imaginative management of the first team has been one factor but the financial backing of Russian businessman Maxim Demin has been fundamental.

Off the pitch, the Cherries’ infrastructure is that of a club whose life has mostly been spent in the lower reaches of club soccer - their 11,464-seater Dean Court home is the second-smallest in England’s top two tiers. There have been some signs of progress, however, with data-led sports agency Two Circles brought in in April, and club record deals signed with kit supplier Umbro and gaming brand M88.

Chelsea

• Owner: Roman Abramovich 
• Kit supplier: Nike, UK£60 million (US$78.8 million) 
• Main sponsor: Yokohama, UK£40 million (US$52.3 million)
• Sleeve sponsor: Alliance Tyres 
• 2016/17 prize money: UK£153.2 million (UK£201.2 million)
• Primary sponsors: Carabao, Delta, Hublot, Beats by Dre, Wipro, Singha, EA Sports, Levy Restaurants, Sure, William Hill 
• Deals since start of 2016/17: Ericsson, HotelTonight, ON Sport, Nike, SureAlliance Tyres 

Rebounding from a dreadful 2015/16 season to set new records on the way to the Premier League title last year, Chelsea have confirmed themselves as the dominant on-field force in English soccer in the past decade. Their commercial operation is similarly muscular. A massive new kit deal with Nike, made possible by an early termination of an Adidas partnership, comes on stream this year, while their front-of-shirt partnership with Yokohama Tires is one of the league’s most lucrative. Yokohama brand Alliance will take the Blues’ new sleeve spot.

Long-gestating plans to upgrade their home ground finally kicked into gear over the summer, with the London mayor’s office clearing plans for a UK£500 million renovation of Stamford Bridge. Chelsea will move north to Wembley Stadium at the end of this season as work begins on a Herzog & de Meuron-designed redevelopment to create a 60,000-capacity venue.

Crystal Palace

• Owner: CPFC 2010
• Kit supplier: Macron, UK£1 million (US$1.3 million)
• Main sponsor: ManBetX, UK£6.5million (US$7.2 million) 
• Sleeve sponsor: Dongqiudi
• 2016/17 prize money: UK£115.2 million (US$151 million) 
• Primary sponsors: Carlsberg, Global Reach Partners, Utilita Energy
• Deals since start of 2016/17: Dongqiudi, ManBetX, Utilita Energy

Crystal Palace looked set to become part of the Premier League furniture going into 2016/17, after three years in the top division and on the back of an FA Cup final appearance against Manchester United. But alarm bells rang in South Norwood after a disastrous start to the new campaign, before Sam Allardyce answered the call and returned from an ill-fated stint as England head coach to lead yet another relegation escape.

Allardyce is gone, and apparently retired, but Palace’s ambition has been underlined in the choice of his successor: Frank de Boer, who won four Eredivisie titles with Dutch club Ajax. Commercially, they remain in the Premier League’s lower ranks, with their Selhurst Park home an atmospheric counterpoint to the glossier venues rising across London. The Eagles were the subject of takeover speculation on the eve of the new season, but reports of a UK£200 million deal with a consortium led by former England captain Tony Adams were dismissed out of hand by CPFC 2010 co-owner Steve Parish.

Former England captain Wayne Rooney returned to boyhood team Everton in the closed season. The Toffees secured a club record front-of-shirt sponsor deal with SportPesa, worth US$12.6 million a season.

Everton

• Owner: Farhad Moshiri 
• Kit supplier: Umbro, UK£6 million (US$7.8 million) 
• Main sponsor: SportPesa, UK£9.6 million (US$12.6 million)
• Sleeve sponsor: N/A 
• 2016/17 prize money: UK£132.4 million (US$173.3 million) 
• Primary sponsors: USM Holdings, Fanatics, William Hill, Sure, StubHub, Blackwell Global, Nuffield Health, The Protein Works, Mastercard, Chang, Carling 
• Deals since start of 2016/17: Blackwell Global, SportPesa, Chang, The Open, Sure, SportsRISQ, USM Holdings, Liverpool Hope University, Carling, Davanti

Everton’s 2016/17 Premier League finish - eight points off sixth place and 15 points clear of eighth - offers a pithy summary of their status in recent years: well-supported and well-run, they are a decently sized club that have nonetheless lacked the punch to take on the heavyweights.

That could all be set to change. Progress has happened in a rush since Farhad Moshiri bought a 49.9 per cent stake last year. This summer, that has manifested itself in some ambitious transfer market moves, headlined by Wayne Rooney’s return from Manchester United to the club he represented as an exuberant teenager, while a long-stalled move to a new waterfront stadium at Liverpool’s Bramley Moore Dock is back on. SportPesa has come in as the club’s first new front-of-shirt sponsor since 2004, though the long-serving Chang remains in place as beer partner.

Huddersfield Town

• Owner: Dean Hoyle
• Kit supplier: Puma, UK£800,000 (US$1 million)
• Main sponsor: OPE Sports, UK£1.5 million (US$1.95 million)
• Sleeve sponsor: Pure Business Group
• 2016/17 prize money: Promoted 
• Primary sponsors: Leisu, Viessmann
• Deals since start of 2016/17: Pure Business Group, Burton Safes, Ope SportsBdaily

One of the most decorated clubs of the interwar era - when they became one of only a handful of clubs ever to have won three English league titles in a row - Huddersfield Town join the Premier League for their first top-flight season since 1972 and only their third since 1956. Their promotion last year was completely unheralded - the result of astute management by German coach David Wagner and the gelling of a crop of loan signings - and their primary goals this year may well be to enjoy the ride and to ensure their new-found riches do not go to waste.

Their commercial partnerships suggest an organisation not moving too far from their recent status: Pure Business Group has moved its logo to the sleeve of the team’s shirts, with betting firm Ope Sports taking the front, and Burton Safes renewing their sponsorship.

Leicester City

• Owner: King Power International Group
• Kit supplier: Puma, UK£1 million (US$1.3 million)
• Main sponsor: King Power, UK£4 million (US$5.2 million)
• Sleeve sponsor: Siam Commercial Bank 
• 2016/17 prize money: UK£120.9 million (US$158.2 million) 
• Primary sponsors: Singha, Air Asia, Amazing Thailand, Siam Commercial Bank, DHL, De Montfort University, Birmingham Airport, Project 11, 12Bet 
• Deals since start of 2016/17: OH Leuven, Toyo Tires, DirectAsia, Mueller Sports Medicine, Fischer Future HeatSiam Commercial Bank

Champions in 2015/16, Leicester City returned from dreamland last season to the relative depths of 12th place. Still, a creditable run to the quarter-finals of the Uefa Champions League will have kept their international profile high and allowed their Thai owners to build on the giddy experience of the past two years.

The bulk of overseas investment into the club comes from south-east Asia, with King Power’s ongoing benefaction augmented by renewals with DirectAsia and Siam Commercial Bank over the summer. July’s appearance in the Premier League Asia Trophy, played in Hong Kong, further strengthened those links.

Liverpool

• Owner: Fenway Sports Group 
• Kit supplier: New Balance, UK£28 million (US$36.6 million)
• Main sponsor: Standard Chartered, UK£25 million (US$32.7 million)
• Sleeve sponsor: Western Union
• 2016/17 prize money: UK£148.4 million (US$194.2 million) 
• Primary sponsors: BetVictor, Carlsberg, Malaysia Airlines, Falken Tyres, Nivea Men, Vixlet, DraftKings, Konami, MBNA, Chaokoh, Joie Baby
• Deals since start of 2016/17 - Tibet Water, Falken Tyres, Joie Baby, MBNA, Avon, Halewood Wines and Spirits, Snapchat, Hugo Boss, Malaysia Airlines, Alcatel, Holler, Science in Sport, Konami, InstaForexWestern Union

A fourth-place finish secured on the final day means that Liverpool will be back in the Uefa Champions League this season, providing Jurgen Klopp’s side can negotiate a tricky looking play-off with German club Hoffenheim. There has been a degree of ‘one step forward, two steps back’ about the 18-time champions - without a title in the 25 years of the Premier League - since a 2010 takeover by Fenway Sports Group but momentum has been gathering again in the past 18 months.

The Reds’ famous Anfield home underwent its most substantial change of the all-seater era ahead of last season, with the redeveloped UK£115 million Main Stand taking the capacity above 54,000 as part of an ongoing project that should eventually see 59,000 seats available. The new stand had been linked with a long-term UK£90 million naming rights deal but commercial director Olly Dale has since told the Liverpool Echo that is “not a priority” for a department that has delivered a sleeve sponsorship deal with Western Union and other tie-ups with Falken Tyres and Joie in recent months.

Manchester City

• Owner: City Football Group (Majority shareholder - Abu Dhabi United Group; minority shareholders - China Media Capital, CITIC Capital)
• Kit supplier: Nike, UK£12 million (US$15.7 million)
• Main sponsor: Etihad, UK£30 million (US$39 million) 
• Sleeve sponsor: Nexen Tire
• 2016/17 prize money: UK£149.4 million (US$195.5 million) 
• Primary sponsors: Abu Dhabi, Aabar, Nissan, SAP, Nexen Tire, Hays, Techno, Betsafe, Wix, Qnet, UBtech, Valvoline, Dsquared2, Wega, Hyperion, Wolf Blass, Heineken, IT Trader, EA Sports, Eaton
• Deals since start of 2016/17: Goals, Qnet, Thomas Cook Sport, K8.com, Carlsberg, Eaton, Dongqiudi, BNN, Hays, The Open, Nexen Tire, Hyperion, Heineken, Tecno, iTrader.com, Valvoline, Dsquared2, SHB, Mundipharma, EA Sports, Ballr, UBTech, Star Lager, Veqta

Manchester City made a kind of Premier League history earlier this year when they became the first top-flight English side to sign a sleeve sponsor, taking advantage of the new availability to bring in Korean tyre brand Nexen Tire in March. Reports indicated that the deal could be worth up to UK£10 million, putting it very much in the upper bracket of the sleeve sales agreed so far and indicating the kind of commercial company City can keep when they renew key partnerships with the likes of Nike.

Etihad Airways remains the brand most associated with the club in an arrangement that owes much to their shared Abu Dhabi ownership and which reportedly has financial upgrades built into it. The summer of 2017 has been an exercise in building depth - supporting global and regional deals have stacked up with the likes of Thomas Cook Sport, K8.com, Carlsberg and Eaton.

Manchester City have been the most prolific Premier League side in the commercial market over the past year and were the first team to agree a shirt-sleeve sponsor.  

Manchester United

• Owner: Manchester United plc (Majority shareholder - Glazer family)
• Kit supplier: Adidas, UK£75 million (US$98 million) 
• Main sponsor: Chevrolet, UK£47 million (US$61.4 million) 
• Sleeve sponsor: N/A 
• 2016/17 prize money: UK£146.6 million (US$191.5 million)
• Primary sponsors: Aon, 20th Century Fox, Aeroflot, Aladdin Street, Apollo, Concha y Toro, Columbia, Deezer, DHL, EA Sports, Epson, Gulf Oil International, HCL, Hansai Paint, Marathonbet, Mlily, New Era, Swissquote, Tag Heuer, Toshiba, Uber, Yanmar
• Deals since start of 2016/17: Aeroflot, Stonewall, Aladdin Group, Uber, Deezer, Mlily, Concha y Toro, Apollo

Four years after their 20th and most recent title win, Manchester United remain in a league of their own when it comes to commercial firepower. Headline deals with Chevrolet and Adidas are among the very biggest in the sport, while they remain notorious in their capacity for signing regional deals in every corner of the world.

Beyond their enviable global fanbase, United have also led the way in cultivating and controlling a worldwide digital presence - which they exploited to considerable effect in announcing the signing of striker Romelu Lukaku in July. The Belgian was the highest-profile arrival in Jose Mourinho’s first team, who will be making their return to the Uefa Champions League this season, but the wider United operation will be dealing with one significant departure: head of partnerships and operations Tom Hill will join World Rugby in September.

Newcastle United

• Owner: Mike Ashley
• Kit supplier: Puma, UK£4 million (US$5.2 million)
• Main sponsor: Fun88, UK£6.5 million (US$9.5 million) 
• Sleeve sponsor: N/A 
• 2016/17 prize money: Promoted
• Primary sponsors: Sports Direct, Carling, Bet365, Coral, Thomas Cook, Pulman, The Mirror Group, Ignition, Stelrad
• Deals since start of 2016/17: Fun88

Back in the Premier League after a single season in the second tier, where they won the Championship title, Newcastle United will be aiming to gravitate towards what they would see as their natural position among the country’s bigger clubs. Much of the summer’s coverage, however, has centred on the ample presence of owner Mike Ashley. The billionaire retail magnate has so far this year been the subject of a parliamentary inquiry into working conditions at his SportsDirect chain and of a court case about a supposed UK£15 million ‘pub deal’ - which he won, but which revealed a series of lurid details about his personal habits.

Ashley has rarely been popular among Newcastle fans, who are growing concerned about his reportedly strained relationship with widely admired first team manager Rafa Benitez, but there are few signs of a sale any time soon. SportsDirect remains a key backer but betting brand Fun88 was signed over the summer as a new front-of-shirt sponsor, replacing the controversial ‘payday loans’ provider Wonga.

Southampton

• Owner - Katharina Liebherr 
• Kit supplier – Under Armour, UK£4 million (US$5.2 million)
• Main sponsor – Virgin Media, UK£6 million (US$7.8 million)
• Sleeve sponsor – Virgin Media
• 2016/17 prize money – UK£127.6 million (US$167.3 million)
• Primary sponsors – SportPesa, Carlsberg, Sure, TLCBET
• Deals since start of 2016/17 - The Big Issue, Virgin Media, TLCBET, Sure, Southampton Solent University, Banc de Binary

Entering their sixth consecutive Premier League season after an eighth-placed finish last year, Southampton have become a model for promoted teams adapting to life amongst the elite. And while the transfer saga surrounding star defender Virgil van Dijk might be an uncomfortable reminder of their status relative to the top clubs in the country, few would dispute that the south coast side are an established power in the top flight. A long-mooted UK£200 million sale to Lander Holdings and Chinese businessman Gao Jisheng, which the club's leadership hoped might take Southampton to the next level, had faltered as the summer wore on.

Two agreements stand out for the Saints from their summer’s business. The first is an expanded partnership with Virgin Media which will see the telecoms and entertainment platform’s logo carried on the front and sleeve of the team’s matchday shirts. The second is a collaboration with The Big Issue, the magazine sold by homeless people on the UK’s streets, with the club giving local sellers the chance to enrol in an eight-week employability initiative run by the Saints Foundation.

Stoke City

• Owner: Peter Coates 
• Kit supplier: New Balance, UK£2.5 million (US$3.3 million) 
• Main sponsor: Bet365, UK£3.5 million (US$2.6 million)
• Sleeve sponsor: Top Eleven
• 2016/17 prize money: UK£113.4 million (US$148.7 million)
• Primary sponsors: Carlsberg, DPD, Staffordshire University, Top Eleven, Q-Railing
• Deals since start of 2016/17: Top Eleven, Q-Railing, Sharp, RippleffectAstropay

Stoke City’s big commercial shake-up came a year ago when Bet365 - a major local employer which shares an owner, Peter Coates, with the club - took the naming rights to what had been known as the Britannia Stadium. Italian brand Macron also signed a five-year kit deal with the Potters, so 2017 has involved tying up smaller deals with the likes of stadium partners Q-Railing and AstroPay, and mobile gaming brand Top Eleven.

Pre-season brought a tour of Germany and a strategic partnership with cult favourites FC St Pauli. The two clubs will liaise on player and coach development, and share best practice and business expertise. Tellingly, given the 2. Bundesliga club’s success in parlaying their counter-cultural stance into a global profile, they will also collaborate variety of marketing, merchandising and media campaigns.

Swansea City

• Owner: Jason Levien and Steve Kaplan 
• Kit supplier: Joma, UK£4 million (US$5 million) 
• Main sponsor: Letou, UK£4.5 million (US$5.9 million)
• Sleeve sponsor – Barracuda Networks
• 2016/17 prize money: UK£ 109.5 million (US$143 million) 
• Primary sponsors: Bet365, Carling, Hotel Planner, Barracuda Networks
• Deals since start of 2016/17: Barracuda Networks, Letou

Swansea City, the Premier League’s Welsh representatives, will be hoping for a quieter life on the pitch in 2017/18 after a close escape from relegation last time out. Off it, majority owners Steve Kaplan and Jason Levien will have a job to do in building faith in their stewardship of the club. Their relationship with the fans - a representative group of whom still holds a 20 per cent stake - incurred some damage amid the challenges that followed their UK£110 million investment last July. The impressive performance of new manager Paul Clement will have helped.

A US pre-season tour was the natural upshot of American ownership this year, with games against Major League Soccer’s (MLS) Philadelphia Union and two second-tier sides. Silicon Valley-based online security provider Barracuda Networks became the Swans’ first sleeve sponsor in June although BetEast’s replacement as front-of-shirt sponsor is another betting firm, Letou.

Tottenham Hotspur

• Owner: ENIC International Ltd.
• Kit supplier: Nike, UK£30 million (US$39 million)
• Main sponsor: AIA, UK£30 million (US$39 million)
• Sleeve sponsor: N/A 
• 2016/17 prize money: UK£148.5 million (US$195 million) 
• Primary sponsors: The Real Life Company, William Hill, Hewlett Packard, Kumho Tyre, Carlsberg, MBNA, Aquascutum
• Deals since start of 2016/17: Zumtobel, Fox Sports Asia, HPE, Nike, Roux family, AIA, Levy Restaurants UK

After years serving as a punching bag for other elite sides and a punchline for rival fans, Tottenham Hotspur served notice of their status as a force to be reckoned with as they stormed through the second half of last season. Second place was their best league position since 1963 and put them above bitter local rivals Arsenal for the first time since 1995. A fearless and physical first team have mostly been kept together over the summer.

A similar momentum has built in Spurs’ off-field operations. 2016/17 was Tottenham’s final campaign at the old White Hart Lane, which has now been demolished with a new 61,000-seater soccer and National Football League (NFL) stadium rising in its place. A new deal with Nike also starts this year, taking the club towards the top bracket of kit supply earners, while key members of the Tottenham first team have been drawing their own attention from brands. The major challenge for the club, on and off the pitch, will be negotiating a year across London at Wembley Stadium, where they underperformed in European competition last season.

2016/17 Premier League runners-up Tottenham Hotspur signed a US$39 million a-year apparel agreement with sportswear giant Nike. The deal almost doubles the US$20.9 million they were being paid by previous kit supplier Under Armour.    

Watford

• Owner: Gino Pozzo 
• Kit supplier: Adidas, UK£1 million (US$1.3 million) 
• Main sponsor: FxPro UK£3 million (US$3.9 million) 
• Sleeve sponsor: 138.com
• 2016/17 prize money: UK£108.5 million (US142.5 million) 
• Primary sponsors: 138.com, CG, FxPro, SA Law, Eurotech, Bulldog Power, Football Manager
• Deals since start of 2016/17: FxPro, Adidas 

Since their promotion to the Premier League in 2015, Watford have become the highest-earning of the small collection of European clubs owned by Italy’s Pozzo family. Patriarch Giampaolo Pozzo presides over Serie A club Udinese but sold Spanish side Granada to a Chinese group last summer; son Gino holds the fort just outside London. Their ownership has not been without incident: an English Football League (EFL) investigation claimed the job of executive chairman Raffaele Riva while the turnover of players and managers in recent seasons has been rapid indeed.

In common with most outfits of their size in the top flight, Watford’s revenues are scaled up considerably by their share of the league’s TV income. Sponsorship takings are relatively modest, with forex brand FXPro’s commitment among the smallest in the top flight, though the club’s Vicarage Road home has been subject to a series of recent updates. A key commercial point of note in 2016/17 was December’s replacement of apparel partner Dryworld, the much-trumpeted Canadian brand which collapsed late last year, with the more robust Adidas.

West Bromwich Albion 

• Owner: Guochuan Lai 
• Kit supplier: Adidas, UK£2 million (US$2.6 million) 
• Main sponsor: Palm, UK£3.5 million (US$4.6 million)
• Sleeve sponsor: 12Bet 
• 2016/17 prize money: UK£120 million (US$157.4 million)
• Primary sponsors: Coral, Carling, MasterCard, Yellowstone, University of Wolverhampton, Bet365, CSCM Solutions
• Deals since start of 2016/17: Palm, IGOFX, Coral, 12Bet

Often among the less heralded sides in the Premier League - apart from when canny manager Tony Pulis administers an occasional bloody nose to one of the top six - West Bromwich Albion’s  comfortable existence was further assured last summer by a UK£175million takeover by Chinese eco-town entrepreneur Guochuan Lai.

His Palm eco-development business is now the Baggies’ front-of-shirt sponsor, while Asian gaming firm 12Bet took the new sleeve spot in the days ahead of the 2017/18 kick-off in a deal which includes training wear sponsorship. The eastward shift in the club’s strategy has also seen a pre-season trip to Hong Kong to take part in the Premier League Asia Trophy.

West Ham United

• Owner: David Sullivan and David Gold 
• Kit supplier: Umbro, UK£4 million (US$5.2 million) 
• Main sponsor: Betway, UK£6 million (US$7.8 million) 
• Sleeve sponsor: N/A 
• 2016/17 prize money: UK£121.8 (US$160 million) 
• Primary sponsors: Heineken, Ricoh, Lycamobile, Capital, Kissimmee, iHotel Group, Spire Roding Hospital, TransferMate, Royal London Watches 
• Deals since start of 2016/17: TransferMate, Thomas Cook, Betway, Ocean Holidays

West Ham United’s move across East London to become tenants at the former Olympic Stadium - now known as the London Stadium - had been intended to herald a new era of promise for the club. The remodelled venue’s 60,000-seater capacity offered the prospect of not only upping attendances but also dropping prices to become a more community-focused club in Stratford.

That was the plan. The reality was weeks of security problems that led to small outbreaks of fan violence, a disastrous pre-Christmas sequence of results, and an adjustment to a stadium layout whose unsuitability to showcasing soccer has only been underlined as it has shone again as an athletics venue in the recent world championships. All the while, arguments resurfaced about the public deal that had put the Hammers there, while a separate April tax raid only reinforced the sense of disarray. 2017/18 will be a chance to start again, with ambitious recruitment on the field hopefully followed by a new set of commercial partnerships - including a naming rights deal for the London Stadium, with progress on that front delayed by last season’s negative headlines.