Your definitive guide to the Premier League clubs and their sponsors
The 2013/14 Premier League season begins this weekend with Manchester United set to defend their title against the likes of Manchester City, Chelsea and Arsenal. Along with the usual cast changes amongst players and managers, notably the retirement of Sir Alex Ferguson at United and the return of Jose Mourinho to Chelsea, the new season sees the start of the league's new three-year broadcast cycle.
The Premier League has raised some UK£3 billion from the sale of domestic television rights to Sky and newcomers BT Sport. It has generated around UK£2 billion more from international rights sales, with NBC Sports in the US and Al Jazeera across the Middle East two notable new Premier League broadcasters from this weekend, which underlines the league's status as one of the world's most commercially impressive sports properties.
A portion of the broadcast rights money will trickle down to the clubs, including newly promoted Cardiff City, Hull and Crystal Palace, but in addition all 20, to a lesser or greater extent, has its own set of commercial partners in place ahead of kick-off. SportsPro presents the definitive guide to the Premier League clubs and their sponsors.
Editor's note: This guide will be updated as new deals are announced throughout the 2013/14 season.
Emirates - lead partner
Nike - lead partner
Carlsberg - official partner
Citroën - offficial partner
Indesit - official partner
Airtel - regional partner
Imperial Bank - regional partner
India on Track - regional partner
Telkomsel - regional partner
Sterling Bank - regional partner
MBNA - regional partner
Bodog - official Asian betting partner
Paddy Power - betting partner in the UK, Ireland and Italy
Gatorade - official sports nutrition partner
BT Sport - official partner
- Arsenal signed a three-year deal with Nigeria's Sterling Bank in July, a partnership that will lead to the creation of a range of co-branded debit cards in the country. The agreement builds on the club’s international sponsorship portfolio, which includes deals with the likes of Kenya's Imperial Bank and Indonesia's Telkomsel.
- The Gunners' entire 2013/14 season is set to be aired in the US thanks to a new partnership, signed in July, between the club and US pay-TV network One World Sports (OWS). OWS will provide delayed coverage of all of Arsenal’s matches as well as exclusive interviews with players and the team’s management.
Dafabet - official main club sponsor
Macron - official club kit partner
Fiat - official vehicle supplier
EA Sports - official football action game partner
Carlsberg - official beer and cider supplier
Viagogo - official ticket exchange partner
Acorns - official charity partner
MBNA - official credit card provider
Flannels - official formal wear supplier
Crescent Press - official commercial print partner
Coca Cola - official soft drink supplier
Turkish Airlines - official airline partner
- Aston Villa signed a two-year front-of-shirt sponsorship deal with Asian betting website Dafabet in June. The logo of the Philippines-based firm, which replaced Genting Casino as Villa’s main sponsor, will appear on the front of the team’s Macron-made home and away shirts until the end of the 2014/15 season.
- In August the club entered into a new three-year partnership with Danish beer giant Carlsberg. The brewer is also the official beer of the Premier League and several other clubs, including north London rivals Tottenham and Arsenal.
New Law - official club partner
Peter's - official club partner
Player - official club partner
Visit Malaysia - official club partner
Sytner Cardiff - official club partner
Ricoh - official club partner
- Embarking on their first ever season in England’s top tier, Cardiff City are owned by Tan Sri Vincent Tan, a Malaysian businessman who recently announced his intention to donate UK£1 million to local charities following the Welsh side’s promotion.
- Last year’s Championship winners, who now play in red after ditching their traditional blue colours at the start of last season, appointed Mehmet Dalman as chairman in late July.
Samsung - premium partner
Adidas - premium partner
Gazprom - global energy partner
Audi - global automotive partner
Delta - global airline partner
Singha - global beer partner
Sauber F1 Team - global F1 partner
Hackett - global style partner
Barbados Tourism Authority - destination tourism partner/regional partner
Azimut Hotels - hotel partner/regional partner
BNI - financial services partner/regional partner
Vietinbank - financial services partner/regional partner
Nitto Tyre - tyre partner/regional partner
Orico - financial services partner/regional partner
Guangzhou R&F Football Club - football club partner/regional partner
Grand Royal - whisky partner/regional partner
Digicel - telecommunications partner/regional partner
Viagogo - secondary ticketing partner/regional partner
- Once again led by manager Jose Mourinho, Chelsea have secured extensions with two key partners this summer. In June the club signed their ‘biggest deal to date’ by locking down Adidas until 2023 and days later renewed with media giant IMG, which exclusively distributes Chelsea TV, for a further three years.
- Summer additions to the Blues’ commercial portfolio include clothing brand Hackett and tyre manufacturer Nitto Tire.
GAC - main sponsor
Aqua Blue Cleaning and Support Servivces
Lancaster Jaguar Sevenoaks/Sidcup
Holler Watchers - official timing partner
South London Business
12Bet - official betting partner
Access Self Storage
- Logistics company GAC has been Crystal Palace's main sponsor since 2004 and will continue until at least the end of this season. The deal is thought to be worth US$800,000 (UK£516,000) annually but the club can expect a significant increase on that sum should they remain in the top flight next season.
- Promoted back to the Premier League after an eight-year absence, the south London club have set new club records for both incoming and outgoing transfers this year. Winger Wilfried Zaha was sold to Manchester United in January for an initial fee of UK£10 million before striker Dwight Gayle arrived from Peterborough United for a reported UK£8 million in July.
Chang Beer - main club partner
Kitbag.com - main club partner
Nike - main club partner
StubHub - optimum partner
Thomas Cook Sport - optimum partner
Crabbie's - optimum partner
Paddy Power - optimum partner
EA Sports - optimum partner
Dafabet - optimum partner
Sodexo - optimum partner
Mastercard - official partner
Britannia - official partner
The Protein Works - offical partner
Eleia Pure - official partner
David Lloyd - official partner
Adi.TV - official partner
- Everton added sports nutrition brand The Protein Works (TPW) to their partnership portfolio in early August. Over the summer the Toffees have been working with TPW to develop an array of all-natural sports nutrition products to improve the fitness and conditioning of their players.
- Everton’s pre-season preparations also saw the club travel to the US for the Guinness International Champions Cup alongside Major League Soccer champions LA Galaxy and six other teams from Europe.
Adidas - technical kit supplier
American Airlines - official transatlantic airline partner
Stanley - official tools and security partner
Viagogo - official ticket marketplace
Brother - official technology partner
Jack Wolfskin - official outfoor equipment provider
- Fulham were bought by Jacksonville Jaguars owner Shahid Khan, the world's 490th most wealthy man according to Forbes, in mid-July. The Pakiston-born, US-based businessman reportedly paid between UK£150 and UK£200 million for 100 per cent ownership of the west London club.
- Just days earlier, Fulham completed their largest ever commercial deal, signing Marathonbet as their new main sponsor. Marathonbet replaced FXPro, which had held the role for the past three seasons, as the team’s main sponsor.
KC - official club partner
Cash Converters - official club partner
City Health Care Partnership - official club partner
Burflext Scaddolding - official club partner
MKM Building Supplies - official club partner
Infiniti - official club partner
Humberside Airport - official club partner
Smith & Nephew - official club partner
SBOBet - official Asian betting partner
Gosschalks Solicitors - official partner
- Assem Allam, who moved to Hull in 1968 to study and has since set up a multi-million pound company in nearby Melton, took charge of newly promoted Hull City in December 2010.
- In August the Eqyptian announced a controversial plan to rename the Yorkshire club the Hull City Tigers, thereby scrapping the AFC part of their name which has been in effect since their formation in 1904.
Standard Chartered - main club sponsor
Warrior - kit supplier
Chevrolet - official partner
Carlsberg - official partner
Thomas Cook Sport - official partner
Paddy Power - official partner
Garuda Indonesia - official partner
Jack Wolfskin - official partner
MBNA - official partner
Maxxis - official partner
EA Sports - official partner
Park Inn - official partner
Stanley - official partner
Konica Minolta - official partner
Ramsey - official partner
TRX - official partner
Bellawood - official partner
Gatorade - official sports nutrition partner
- In July, Liverpool ended speculation that Qatari telecommunications firm Ooredoo were interested in replacing Standard Chartered as the club’s shirt sponsor. The Reds re-signed with the London-headquartered bank until 2016, extending an original contract reportedly worth US$130 million in total, a world record at the time.
- The Anfield club travelled almost 23,000 miles during a 2013 pre-season tour that saw the side play games in Indonesia, Australia, Thailand, Norway and Ireland.
Etihad - main club partner
Nike - official technical kit supplier
TCA Abu Dhabi - official tourism partner
Richard Mille - official timing partner
EA Sports - official gaming partner
Thomas Cook Sport - official travel partner
Heineken - official UK beer partner
Sytner Group - official automotive dealer supplier
188Bet - official international betting partner
- Big-spending Manchester City have already totted up a transfer bill of over UK£85 million so far this summer as they prepare to wrest the Premier League title back from the hands of their city rivals United.
- Shortly after losing out to United in May, last season’s Premier League runners-up announced plans to create Major League Soccer’s 20th franchise in partnership with the New York Yankees baseball team. The new team will be called New York City Football Club and is due to begin playing in 2015.
Aon - principal sponsor
Chevrolet - official automotive partner
DHL - official logistics partner
Singha - official beer
BWin - official online gaming and betting partner
Aeroflot - official carrier
Bulova - official timekeeper
Casillero Del Diablo - official wine partner
Thomas Cook - official travel partner
Epson - official office equipment partner
Toshiba Medical Systems - official medical systems partner
Mister Potato - official savoury snack partner
STc - official integrated telecommunications partner, Saudi Arabia
Yanmar - official global partner
Kansai Paint - official paint partner
TM - official integrated telecommunications partner, Malaysia
Globacom - official integrated telecommunications partner, Nigeria, Ghana, Benin
Viva - official integrated telecommunications partner, Bahrain
Viva Kuwait - official integrated telecommunications partner, Kuwait
Turk Telecom - official integrated telecommunications partner, Turkey
MTN - official integrated telecommunications partner, South Africa, Zambia, Rwanda, Uganda, Swaziland, Botswana
Airtel - official integrated telecommunications partner, India, Sri Lanka, Seychelles, Bangladesh
Airtel Africa - official telecoms partner, Burkino Faso, Chad, DR Congo, Gabon, Kenya, Madagascar, Malawi, Niger, Sierra Leone
Zong - official telecommunications partner, Pakistan
Beeline - official telecommunications partner, Vietnam, Cambodia, Laos
Globul - official telecommunications partner, Bulgaria
Bakcell - official telecommunications partner, Azerbaijan
Mamee - official noodles partner, Asia, Oceania, Middle East
Gloop - official social gaming partner, Japan
Kagome - official partner, Japan
Truemove H - official mobile partner, Thailand
Truvisions - official MUTV broadcaster, Thailand
China Construction Bank (CCB) - official partner, China
Wahaha - official soft drinks partner, China
Apollo Tyres - official tyre partner, UK, India
Federal Corporation - official tyre partner, Russia, Taiwan
Manda Fermentation - official nutritional supplements partner, Japan
Commercial Bank of Qatar - official financial services partner in Qatar
Emirates NBD - official financial services partner in the UAE
- Manchester United’s strategy of signing regional sponsorship agreements has seen the club amass a lengthy list of official partners. Recent additions include African consumer finance company AFB and PepsiCo in the Asia-Pacific region, while Russian airline Aeroflot and luxury watchmaker Bulova have signed up as global partners of the Red Devils.
- In April, the Premier League champions signed an eight-year extension to their deal with US insurer Aon, reported to be worth between UK£120 million (US$184 million) and UK£150 million (US$230 million) overall. The deal includes naming rights to United’s Carrington training ground, which was renamed the Aon Training Complex, as well as sponsorship of the team’s training kit, which will carry Aon’s logo at all friendly and competitive domestic fixtures as well as during training sessions.
Wonga.com - official sponsor
Puma - official supplier of training wear and team kit
138.com - betting partner
Viagogo - official marketplace and partner
Thomas Cook Sport - official travel partner
Pulman Volkswagen - official vehicle partner
Carling - official beer
- Newcastle’s four-year, UK£24million (US$38.4million) shirt sponsorship deal with payday loans company Wonga stirred considerable controversy when it was announced in October last year. Further headlines were created this summer when the club’s star striker Papiss Cisse refused to wear the new strip during pre-season on religious and ethical grounds.
- In July the Magpies agreed a partnership with online gaming brand 138.com, which became the club’s new global gaming and betting partner.
- The Canaries were involved in a genuine Premier League first in February, becoming the first side in England’s top tier to use Bloomberg Sports’ BSports Match Analysis system. The data system ‘projects the probabilities for the match result, the exact final and half-time scores, and the total goals, breaking down each of the key game factors.’
- August saw SBOBet come on board as the Norfolk club’s official Asian betting partner. SBOBet, which also sponsors Swansea and West Ham in the Premier League, is one of the leading online bookmakers in Asia.
Aap3 - main club sponsor
Adidas - official technical supplier
Molson Coors - official pouring rights partner
Sunseeker - club partner
Eterna - official timekeeper
SBOBet - Asian betting partner
Southampton Solent University - official university partner
- Following a solid 14th place finish last season, Southampton are now in the first year of a multi-year kit deal with Adidas, which replaced Umbro as the south coast club’s technical kit supplier in May.
- Earlier in August the Saints joined EA Sports’ growing partnership portfolio, signing a one-season deal with the video game developer. As part of the deal defender Maya Yoshida will feature on the cover of EA Sports’ soon-to-be-released Fifa 14 game in his native Japan, alongside countryman Makoto Hasebe of German side VFL Wolfsburg and FC Barcelona’s Lionel Messi.
Bet 365 - principal club partner
Adidas - official kit supplier
Britannia - official community/banking partner
Q-Railing - official stand naming rights partner
Novus - official stand naming rights partner
Marstone - official stand naming rights partner
Staffordshire University - official stand partner
Carlsberg - official beer partner
Listers - club partner
Brown McFarlane - club partner
Sportfive - club partner
Knights BMW - club partner
BBC Radio Stoke - club partner
Signal 1 - club partner
Visit Cyprus - club partner
M Club Spa and Fitness - official fitness partner
- Now firmly established in the Premier League, following promotion in 2008, Stoke City chairman Peter Coates runs a steady ship; he is also chairman of Bet 365, the club’s main shirt sponsor again this season and the largest employer in Stoke.
- Over the summer the club announced plans to offer free coach travel for fans to all 19 away games this season, a spin-off of the increased TV revenues available to Premier League clubs this year.
Bidvest - principal partner
Adidas - official technical partner
Kitbag - retail partner
Heineken UK - official beer partner
BetButler - official betting partner
StubHub - ticketing partner
TLC88.com - Asian betting partner
BBC Newcastle - commentary partner
Tanzanian Tourist Board - official destination partner
- In May, Sunderland announced Bidvest as its new principal partner from this season, replacing Invest in Africa. As well as the usual branding, Sunderland will also share business and coaching expertise with the Bidvest Wits, a soccer team owned by the South African-headquartered conglomerate.
- Local radio station BBC Newcastle renewed its regional commentary rights deal with Sunderland in July. The new deal will run until 17 and includes live coverage of all home and away games.
- Swansea City will dovetail a third successive Premier League campaign with a Europa League run, a result of the club’s Capital One Cup triumph last season. Impressive league performances have also attracted new commercial partners, notably an agreement with Chinese financial services firm Goldenway which is the largest in club history.
- The Swans also secured summer deals for the new season with SBOBet and TMG Group, a travel specialist who will oversee the club’s European matches.
HP - principal partner
Under Armour - technical supplier
EA Sports - official partner
Carlsberg - official partner
StubHub - official partner
Thomas Cook Sport - official partner
Visa - official partner
Betfred - official partner
Fun88 - official partner
Bosideng London - official partner
AIA - cup shirt sponsor
- In July, Tottenham announced that Hewlett-Packard, originally a sponsor of the London club between 1995 and 1999, had signed a deal to sponsor its shirts for the 2013/14 season. The one-year deal also sees Autonomy, a Spurs sponsor since 2010, continue as a club sponsor, having been acquired by HP in 2011.
- While the club’s summer was dominated by speculation about star player Gareth Bale’s future, Tottenham’s commercial department secured a replacement for T.M. Lewin in the formal menswear partner category. The London arm of Chinese firm Bosideng agreed a two-year deal at the end of July, which kicks-in at the start of the 2013/14 campaign.
West Bromwich Albion
- A competitive eighth place finish in last season’s Premier League has not yielded the commercial returns that might have been expected for West Brom, but its shirt sponsorship position is at least secure. Property search firm Zoopla is beginning the second season of its two-year deal, having replaced Bodog in 2012. It is the club’s most lucrative sponsorship agreement to date.
- In an effort to improve the fan experience, the club have brought concourse catering in-house at their Hawthorns stadium for this season, allowing for reductions in the price of drinks. Seasonal and match day ticket prices have also been frozen for the upcoming season.
West Ham United
Alpari - principal partner
Adidas - technical partner
Lycamobile - official club partner
Carlsberg - official beer
SBObet - official Asian betting partner
Sure Men - official sponsor
Apsley - official tailor
Clive Christian - official programme sponsor
MBNA - official branded credit card
- Forex broker Alpari extended and expanded its contract with the London club in February and have taken over from SBObet as shirt sponsors for 2013/14 and two more seasons after that. Adidas, meanwhile, have become the club’s new kit supplier, agreeing a two-year contract in May which begins this season. The German firm has replaced Italian brand Macron in the role.
- After a protracted and somewhat controversial bidding and negotiation process, it is now official: West Ham will move from Upton Park to Stratford’s Olympic Stadium in time for the start of the 2016/17 season. The current 80,000 capacity will be reduced to 54,000, with the British government stumping up around UK£60 million of the UK£150-UK£190 million renovation costs. West Ham will contribute UK£15 million and pay around UK£2 million in rent.
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