Just seven weeks after the curtain came down on the most disrupted season in the Premier League era, English soccer’s elite are ready to do it all over again.
Champions Liverpool romped to their first domestic title in 30 years last time out, with Jürgen Klopp’s all-conquering side capping a remarkably dominant campaign to secure the Premier League trophy in June with seven games to spare. Joining them and their rivals in the top flight this year are the newly promoted trio of Leeds United, West Bromwich Albion and Fulham, each of whom can expect an uphill battle for survival within world soccer’s richest, and arguably most competitive, league.
In reality, though, every club in the competition will be grappling with newfound financial challenges this year. Even the likes of Abu Dhabi-oiled Manchester City and oligarch-bankrolled Chelsea will be forced to reckon with the prospect of spectator-free venues for the foreseeable future, not to mention the possibility of further disruption to come as the coronavirus pandemic continues to carve an unpredictable path.
What it all means for the Premier League’s bottom line remains to be seen. Few could have predicted the job that awaited Richard Masters when he was appointed as the league's permanent chief executive in December. A calendar year that began with a ‘ground-breaking’ Scandinavian TV rights deal with NENT Group and comparatively benign talk surrounding a new league-owned OTT service has since descended into the gravest financial threat to sport in living memory, making Masters’ task of growing the Premier League revenue pie all the more difficult.
Facing crippling losses – Masters initially pegged them at north of UK£1 billion – and the overnight damming of matchday revenue streams, it was little wonder clubs quickly set about finding a route back to the field when the Premier League suspended all activities in March. Getting games back on TV was of paramount importance, of course, and after an initial period of wrangling over pay cuts and wage deferrals Project Restart, the league’s meticulous return-to-play plan, succeeded in delivering a necessarily cautious resumption behind closed doors in mid-June.
But even with the action on the field providing some welcome relief, other matters were taking centre stage. Throughout the summer, Newcastle United’s protracted takeover saga dominated the discussion during weeks traditionally reserved for far-flung exhibition tours and player transfer speculation. As temperatures across the UK soared, so the furore surrounding Saudi Arabia’s attempts to muscle in on English soccer’s ownership clique grew ever more heated and acrimonious.
In the end, widespread public condemnation and vocal opposition from the likes of Amnesty International and BeIN Sports proved pivotal. By late July, the proposed UK£300 million takeover deal had collapsed – but not before fresh concerns had been raised over the Premier League’s owners’ and directors’ test and the rising influence of state money within soccer more generally.
Aside from dealing with the imbroglio of the Newcastle affair, the Premier League has also spent this most unusual of summers tending to its most important revenue source: broadcast rights. At a meeting in May, league bosses informed clubs they would be forced to concede at least UK£330 million in rebates to broadcasters, even if the season was completed, due to the three-month stoppage in play. In June, a UK£170 million rebate was agreed with domestic powerhouse Sky Sports, which itself had been compelled to halt subscription fees in the absence of live sport. For clubs, the only silver lining was that that payment would be deferred until the 2021/22 season.
Further afield, things have been rather less harmonious. Notably in China, a messy legal dispute awaits after the Premier League terminated its UK£523 million rights deal with streaming platform PP Sports two years early. The Suning-owned service reportedly defaulted on a UK£160 million (US$209 million) instalment for the 2019/20 season, leaving the league with little choice but to cancel its biggest overseas rights contract.
Back on home soil, Project Restart saw all remaining Premier League matches of last season televised live in the UK, with many shown free-to-air for the first time, including the most-watched fixture in the competition’s history. During the coming campaign, an additional 20 fixtures will be broadcast live in the UK, split between incumbent partners Sky Sports, BT Sport and Amazon Prime Video, who are collectively paying UK£5 billion (US$6.56 billion) over the course of the current three-year rights cycle.
That rise in the number of televised matches means 220 will be shown in the UK this season, but 160 will be unavailable to watch domestically. Mounting pressure from politicians and fan groups could yet change that, with many calling on the Premier League and its partners to provide alternative ways of watching non-televised matches until normal business, or some semblance of it, eventually resumes. For September, at least, all 28 fixtures will be shown live in the UK.
Looking ahead, the return of fans to stadiums could be facilitated by increased testing, reduced seating capacities, and a raft of other measures designed to protect public health and safety, such as digital health passports. But the Premier League’s chief concern will be delivering its revered product – week in, week out – in whatever form it takes.
For a competition in which broadcast income accounts for about 60 per cent of club turnover, keeping matches on fans’ screens will remain the number one priority. After all, without a broadcast product to fall back on the commercial fallout of Covid-19 will be far more severe than anyone could have predicted.
Premier League 2020/21 – All the major media rights holders
Domestic
Estimated total value (2019-2022): UK£5 billion (US$6.3 billion)
UK and Ireland: Sky Sports, BT Sport, Amazon Prime Video, BBC (highlights)
Major overseas
Estimated total value (all overseas): UK£3.83 billion (US$4.98 billion)
Australia: Optus Sport
Balkans: Sportklub (from IMG, excluding Bulgaria), Nova (Bulgaria exclusive)
Canada: DAZN
China: Tencent, CCTV
France: Canal+, RMC Sport
Germany, Austria, Switzerland: Sky Deutschland
Greece: Cosmote
India: STAR Sports
Indonesia: Mola TV, TVRI, JakTV
Italy: Sky Sports
Japan: J Sports, NHK, DAZN
Korean Republic: SuperSport
Malaysia: Astro
MENA: BeIN Sports
Mexico (Central America): Sky Mexico
Netherlands: Ziggo Sport Totaal
New Zealand: Spark
Portugal: Sport TV
Russia: Rambler
Scandinavia: Nent, YouSee (Denmark only), TV2 (Norway only)
Singapore: Singtel
South America: ESPN South America (from DAZN)
Spain: DAZN
Sub-Saharan Africa: SuperSport, Canal+ Afrique, Infront
Thailand: TrueVisions Group
Turkey: Saran (S Sport), TRT
USA: NBC Sports, Telemundo Deportes
Arsenal
Last season: 8th
Owner: Stan Kroenke
Chief executive: Vinai Venkatesham
Stadium: Emirates Stadium (60,260)
Kit supplier: Adidas, UK£300 million (US$365.15 million), signed 2018, expires 2024
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
Training kit partner: N/A (included in Emirates deal)
2019/20 prize money: UK£23.1 million (US$29.6 million)
Other partners: Acronis, Global Kapital Group, Konami, Santa Rita, VBet, Zoom, 425, Banque du Caire, Cadbury, Camden Town Brewery, Ganzberg, Hyde Park Developments, Intel, Lavazza, MBNA, Octopus Energy, SBL
Offseason developments: With long term deals in place for all of their key categories, the 2019/20 season as a quiet one commercially for Arsenal. Another disappointing league season was salvaged slightly by winning the FA Cup and ensuring European participation but not qualifying for the Uefa Champions League will impact the club’s finances given the wages being paid out. In March, Arsenal announced that they had made their first overall loss since 2002, ending the 2018/19 season UK£27.1 million (US$35.4 million) in the red.
Aston Villa
Last season: 17th
Owner: Nassef Sawiris and Wes Edens
Chief executive: Christian Purslow
Stadium: Villa Park (42,785)
Kit supplier: Kappa, UK£3 million (US$3.72 million) per season, signed 2019, expires 2022
Main sponsor: Cazoo, UK£6 million (US$7.2 million) per season, signed 2020, expires 2022
Sleeve sponsor: LT, value unreported, signed 2020, expires 2021
Training kit partner: N/A (included in Cazoo deal)
2019/20 prize money: UK£7.1 million (US$9.1 million)
Other partners: Luke, Aston University, Heineken, Purity Brewing
Offseason developments: A move away from partnerships with Midnight Gaming brands W88 and BR88 has been the main story of Villa’s commercial activity during the shortened off-season. Although the club start the season without a sleeve sponsor, it has seen a benefit from dropping betting brands from their kit with sales for the 2020/21 shirt 50 per cent up on last year.
Brighton
Last season: 15th
Owner: Tony Bloom
Chief executive: Paul Barber
Stadium: American Express Community Stadium (31,000)
Kit supplier: Nike, UK£1.5 million (US$1.86 million) per season, renewal signed 2019, expires 2022
Main sponsor: American Express, UK£100 million (US$121.1 million), signed 2019, expires 2031
Sleeve sponsor: SnickersUK.com, value unreported, signed 2020, expires 2021
Training kit partner: N/A (included in American Express deal)
2019/20 prize money: UK£10.7 million (US$13.7 million)
Other partners: Betway, Monster Energy, Heineken, Harvey’s, Snickers Workwear, Southern Water, Marc Darcy, iTalk, Sussex Skills Solutions, Mayo Wynne Baxter Solicitors, Fileder Filter Systems, Mansell McTaggart, Gap Solutions, Sun Harvest, City Sprint, Brighton Tools and Fixings, Porsche Mid Sussex, Oliver & Graimes, Focus Group, MDJ Light Brothers, Parker Building Supplies, Mexmast, Network My Club, Hanover Displays, Clinic Center, Reesink Turfcare UK, Avoncrop Ammenity Products, Rigby Taylor
Offseason developments: Brighton were the first Premier League club to welcome fans back to their stadium as 2,500 were allowed in for a trial run at implementing socially distanced soccer for the preseason friendly against Chelsea. The pilot was hailed as a success and could serve as a template for an expanded rollout in October.
Burnley
Last season: 10th
Owner: Mike Garlick, John Banaszkiewicz
Chief executive: Neil Hart
Stadium: Turf Moor (22,546)
Kit supplier: Umbro, UK£1.5 million (US$1.86 million) per season, signed 2019, expires 2022
Main sponsor: LoveBet, UK£7.5 million a year (US$9 million), signed 2019, expires 2022
Sleeve sponsor: LoveBet, included in main sponsorship, signed 2019, expires 2022
Training kit partner: N/A (included in LoveBet deal)
2019/20 prize money: UK£19.5 million (US$25 million)
Other partners: James Hargreaves Group, Oak Furnitureland, Carlsberg, Fitlion, Sportfive, Barnfield Construction, Albert & Smith, Clearly Interiors
Offseason developments: Neil Hart stepped into the Burnley chief executive role just as the UK entered lockdown and little over a month later the club announced a year-on-year fall in profits from UK£37 million (US$48 million) to UK£4.3 million (US$5.5 million), largely as result of reduced player sales, prize money and broadcast revenue.
Chelsea
Last season: 4th
Owner: Roman Abramovich
Chief executive: Guy Laurence
Stadium: Stamford Bridge (41,631)
Kit supplier: Nike, UK£900 million (US$1.15 billion), signed 2016, expires 2032
Main sponsor: Three, UK£40 million (US$52 million) per season, signed 2020, expires 2023
Training kit partner: N/A
2019/20 prize money: UK£30.2 million (US$34.8 million)
Other partners: Vitality, Singha, Fanatics, Beats by Dr Dre, Sure, Spring Media, MSC, Levy Restaurants, Millennium Hotels, Fiserv, Hublot, EA Sports, Cadbury, Carabao
Offseason developments: Chelsea’s main commercial piece of business was done in January as they secured a new three-year, UK£40 million a season partnership with telecommunications brand Three. Another interesting move from over the summer saw the club bid to jump on the trend for at-home-training by launching a new mobile soccer coaching platform with a premium tier priced at UK£9.99 (US$13) per month.
Crystal Palace
Last season: 14th
Owner(s): Steve Parish, Joshua Harris, David Blitzer
Chief executive: Phil Alexander
Stadium: Selhurst Park (25,486)
Kit supplier: Puma, UK£4 million (US$4.97 million) per season, signed 2018, length unreported
Main sponsor: W88, UK£6.5 million (US$8.3 million), signed 2020, expires 2021
Sleeve sponsor: Iqoniq, value unreported, signed 2020, length unreported
Training kit partner: N/A
2019/20 prize money: UK£12.4 million (US$16.4 million)
Other partners: Apsley Tailors, Carlsberg, Etoro, Utilita, Monster Energy
Offseason developments: Palace secured Asian betting brand W88 as their shirt sponsor for the forthcoming campaign after their deal with ManBetX, another gambling operator, expired at the end of the 2019/20 season. The Eagles find themselves on a sound financial footing following the sale of academy product Aaron Wan-Bissaka last June, which helped the club end the 2018/19 financial year with a UK£5.4 million (US$7.1 million) profit, compared with a UK£35.5 million (US$47.1 million) loss for the 12 months before.
Everton
Last season: 12th
Owner: Farhad Moshiri
Chief executive: Professor Denise Barrett-Baxendale
Stadium: Goodison Park (39,500)
Kit supplier: Hummel, UK£10 million (US$13.2 million) per season, signed 2020, expires 2023
Main sponsor: Cazoo, UK£10 million (US$13.2 million) per season, signed 2020, expires 2023
Sleeve sponsor: N/A
Training kit partner: N/A (included in Cazoo deal)
2019/20 prize money: UK£16 million (US$20.5 million)
Other partners: USM Holdings, Fanatics, Fratelli Beretta, Carling, Davanti Tyres, Monster Energy, Lucozade, Megafon
Offseason developments: Everton have been one of the busiest Premier League clubs from a commercial perspective, bringing in both a new kit supplier and main sponsor for the 2020/21 season. Attention will now turn to finding a new sleeve sponsor after the club’s deal with video game developer Rovio expired. The last 12 months have also seen the Toffees strengthen their ties with Russian billionaire Alisher Usmanov and his USM holding company, which in January paid UK£30 million (US$39.8 million) for exclusive first option on the naming rights for Everton’s new 52,000-seater stadium, which is due to be completed in 2023.
Fulham
Last season: Promoted from Championship
Owner: Shahid Khan
Chief executive: Alistair Mackintosh
Stadium: Craven Cottage (25,700)
Kit supplier: Adidas, value unreported, renewal signed 2017, expires 2023
Main sponsor: BetVictor, UK£3 million (US$3.8 million) per season, signed 2020, expires 2022
Sleeve sponsor: N/A
Training kit partner: N/A
2019/20 prize money: Promoted from Championship
Other partners: Buxton, Carlsberg, Corona Corporate Solutions, Charles Tyrwhitt, Europcar, Football Index, RingCentral, Teng Tools, Walk London, Mayo Clinic Healthcare, Corney & Barrow, HH Global, Taittinger, FanTeam
Offseason developments: Fulham are in the middle of a UK£80 million (US$106.2 million) stadium development that is set to transform the Riverside Stand and expand the capacity of Craven Cottage to 29,600. Funding that project will be aided by the Cottagers’ return to the Premier League at the first time of asking, which is set to see the club receive UK£135 million (US$179 million) in additional revenue over the next three years, according to Deloitte.
Leeds
Last season: Promoted from Championship
Owner: Andrea Radrizzani
Managing director: Angus Kinnear
Stadium: Elland Road (37,890)
Kit supplier: Adidas, value unreported, signed 2020, expires 2025
Main sponsor: SBOTOP, UK£6 million (US$7.8 million) per season, signed 2020, length unreported
Sleeve sponsor: JD, value unreported, signed 2020, expires 2021
Training kit partner: Clipper Logistics, value unreported, renewal signed 2020, expires 2022
2019/20 prize money: Promoted from Championship
Other partners: Transunion, Deliveroo, Wish, Global Autocare, Burflex Scaffolding, Utilita, Heineken
Offseason developments: Leeds
wasted no time capitalising on their promotion to the Premier League, bringing in new main, technical, sleeve and training kit partners in the weeks after they secured a place in English soccer’s top flight for the first time in 16 years. Leeds’ long-awaited return to the Premier League has also fuelled speculation that the San Francisco 49ers could up their ten per cent ownership stake in the Yorkshire club, with Paraag Marathe, the president the National Football League (NFL) team’s investment arm, saying that the franchise are “absolutely hoping” to increase their investment in the English soccer side.
Leicester
Last season: 5th
Owner: King Power International Group
Chief executive: Susan Whelan
Stadium: King Power Stadium (32,000)
Kit supplier: Adidas, UK£3 million (US$3.8 million) per season, signed 2018, length unreported
Main sponsor: Tourism Authority of Thailand (Premier League), value unreported, signed, 2020, expires 2021; King Power (domestic cup and European games), UK£4 million (US$5.3 million) per season, length unreported
Sleeve sponsor: ThaiBev, UK£600,000 (US$730,500) per season, signed 2019, length unreported
Training kit partner: Parimatch, value unreported, signed 2020, length unreported
2019/20 prize money: UK£28.4 million (US$37.7 million)
Other partners: Chang, SCB, DHL, Xpress Money, De Montfort University, Monster Energy, Vitality, Betway, Yabo Sports, Bet365, W88, Walkers, Etoro, Lanes, Marc Darcy
Offseason developments: Leicester’s principal partner King Power has given up its place on the front of Leicester’s shirts for this season so that the club can promote the ‘Thailand Smiles With You’ slogan. That is the result of a one-year partnership with the Tourism Authority of Thailand designed to support the country’s Covid-19 recovery by encouraging people to visit the nation. The Foxes have also announced that they will be bringing their affiliated women’s team in-house after acquiring the second-tier FA Women’s Championship side.
Liverpool
Last season: 1st
Owner: Fenway Sports Group
Chief executive: Peter Moore
Stadium: Anfield (54,000)
Kit supplier: Nike, UK£186 million (US$241.2 million), signed 2020, expires 2025
Main sponsor: Standard Chartered, UK£160 million (US$207.4 million), renewal signed 2018, expires 2023
Sleeve sponsor: N/A
Training kit partner: Axa, UK£60 million (US$77.8 million), signed 2019, expires 2022
2019/20 prize money: UK£35.5 million (US$45.5 million)
Other partners: Carlsburg, Mauritius, MG, Nivea Men, Petro-Canada Lubricants, HollyFrontier, EA Sports, Quorn, Tigerwit, Acronis, Iugis, NH Foods, Joie Baby, Lavazza, Vodafone, Reducose, Mitel, Tatweer Misr, Levi, Alexbank, Verbier, Extra Joss, Intel
Offseason developments: Having sealed their first domestic top-flight title in 30 years, the Anfield club’s success on the field of play in recent seasons has only heightened their commercial appeal. While the coronavirus pandemic saw the Reds lift the Premier League trophy behind closed doors, its disruption was felt off the pitch too, with former kit supplier New Balance securing a short-term extension to expiring contract to ensure the brand featured in the celebrations. That move forced Liverpool to defer their new five-year deal with Nike until August despite having won a legal battle with New Balance last October to swap kit partners. Having recently appointed Billy Hogan to replace former chief executive Peter Moore, the club’s next call to business will be to find a viable sleeve sponsor, after recently cutting short a UK£5 million (US$5.5 million) a year deal with Western Union by two seasons.
Manchester City
Last season: 2nd
Owner: City Football Group (CFG)
Chief executive: Ferran Soriano
Stadium: Etihad Stadium (55,000)
Kit supplier: Puma, UK£650 million (US$842.8 million) signed 2019, expires 2029
Main sponsor: Etihad Airways, UK£400 million (US$518 million) signed 2011, expires 2021
Sleeve sponsor: Nexen Tire, UK£10 million (US$12.7 million) per season, renewed 2020, length unreported
Training kit partner: Marathonbet, signed 2019, value and length unreported
2019/20 prize money: UK£33.8 million (US$43.3 million)
Other partners: Etisalat, Nissan, Abu Dhabi, Nexen Tyre, Marathon Bet, SAP, Sure, Cisco, Wix, EA Sports, Midea, Hays, Xylem, Gatorade, Qnet, Tecno, Ubtech, JNC, Wega, Dsquared2, SeatGeek, Acronis, Vejo, SportsWater, Citibank, Nestle, Khmer Beverages, Kawien, Melco, SHB, Tecate, Heineken, Power Horse, Star Beer, Healthpoint, PZ Cussons, First Abu Dhabi Bank, Intel, Cadbury, Laybuy
Offseason developments: It has been a bittersweet summer in the blue half of Manchester. While City succeeded in overturning a two-year Uefa Champions League ban in July – which also saw the club’s fine for breaching Uefa financial fair play (FFP) rules reduced to UK£9 million (US$12 million) – a month later, the club suffered their fourth consecutive quarter-final exit from European soccer’s top club competition in unceremonious fashion. Lionel Messi also decided trying to get out of his contract at Barcelona was not worth the bother.
Manchester United
Last season: 3rd
Owner: The Glazer family
Managing director: Richard Arnold
Stadium: Old Trafford (75,000)
Kit supplier: Adidas, UK£75 million (US$97.2 million) per season, signed 2015, expires 2025
Main sponsor: Chevrolet, UK£64 million (US$82 million) per season, signed 2012, expires 2021
Sleeve sponsor: Kohler, UK£10 million (US$13 million) per season, signed 2018, length unreported
Training kit partner: Aon, UK£22.5 million (US$29.2 million) per season, includes training ground naming rights, signed 2013, expires 2021
2019/20 prize money: UK£32 million (US$41 million)
Other partners: Kohler, Aeroflot, Apollo Tyres, Cadbury, Canon Medical Systems, Casillero del Diablo, Chivas, DHL, Gulf, HCL, Konami, Maui Jim, Marriott Hotels, Melitta, Mlily, New Era, Remington, Swissquote, Tag Heuer, Visit Malta, Yabo, Harves, The Hong Kong Jockey Club, Science in Sport, Lego
Offseason developments: With their Chevrolet and Aon partnerships set to expire at the end of the 2020/21 season, the Old Trafford club’s commercial department have plenty to getting on with. It was reported last year that the club were on the brink of signing a world record UK£70 million (US$93 million) annual kit deal with Haier, though the Chinese electronics firm was quick to rebuff reports that an agreement had been reached, despite meeting with club officials. United’s return to the Champions League may well prove important in commercial negotiations, with soccer’s biggest club competition providing enhanced global exposure for United.
Newcastle United
Last season: 13th
Owner: Mike Ashley
Managing director: Lee Charnley
Stadium: St James’ Park (52,000)
Kit supplier: Puma, UK£6.5 million (US$8.4 million) per season, signed 2014, expires 2020
Main sponsor: Fun88, UK£6.5million (US$8.4 million) per season, renewal signed 2020, expires 2020
Sleeve sponsor: ICM Capital, value unreported, signed 2020, expires 2021
Training kit partner: N/A (included in Fun88 deal)
2019/20 prize money: UK£14.2 million (US$18.2 million)
Other partners: Sports Direct, Vitality, Carling, Mansionbet, Bet365, Pulman Volkswagen, Stelrad, Energy Impact, Everyone Active, London North Eastern Railway, DFDS, SSD Concerts, Tomahawk Steakhouse, Intu, Perfect Image, Loganair, Totum Sport
Offseason developments: Sports Direct tycoon Mike Ashley looks set to remain Newcastle United’s owner for at least another season after the club’s proposed UK£340 million (US$456 million) sale to Saudi Arabia’s Public Investment Fund (PIF) fell through at the eleventh hour. With interest from American businessman Henry Mauriss and the Paris-based Bellagraph Nova Group has failing to materialise into anything more substantial, Ashley is now taking legal advice after accusing the Premier League of not acting 'appropriately' in formally rejecting Staveley’s takeover bid.
Sheffield United
Last season: 9th
Owner(s): Kevin McCabe and Prince Abdullah bin Musa-ad bin Abdulaziz Al Saud
Chief executive: Stephen Bettis
Stadium: Bramall Lane (32,000)
Kit supplier: Adidas, UK£750,000 (US$932,000) per season, signed 2014, length unreported
Main sponsor: Union Standard Group, UK£3.5 million (US$4.3 million) per season, signed 2019, expires 2022
Sleeve sponsor: Union Standard Group, included in main sponsorship, signed 2019, expires 2022
Training kit partner: N/A
2019/20 prize money: UK£21.3 million (US$29.6 million)
Other partners: Utilita, SteelPhalt, Monster Energy, Al Wefaq Rent a Car, PAS Nutrition, First Touch Games (FTG), Soccer Supplement
Offseason developments: The Blades begin their second season back in the Premier League in relatively good health. However, uncertainty still remains over their three-year deal with principal sponsor Union Standard International Group (USG) amid allegations troubling allegation regarding the broker's Australian operation. The company has entered administration only 15 months after signing a contract with the Blades but the club insist their deal is with USG's UK arm and is safe.
Southampton
Last season: 11th
Owner(s): Gao Jisheng (80 per cent), Katharina Liebherr (20 per cent)
Chief executive: Martin Semmens
Stadium: St Mary’s Stadium (33,000)
Kit supplier: Under Armour, UK£9 million (US$11.1 million), signed 2016, expires 2023
Main sponsor: Sportsbet.io, UK£4 million (US$5.1 million) per season, signed 2020, expires 2021
Sleeve sponsor: Virgin Media, UK£1.2 million (US$1.55 million), signed 2019, expires 2022
Training kit partner: N/A
2019/20 prize money: UK£17.8 million (US$22.8 million)
Other partners: Kuflink, Monster Energy, Kingfisher, Unibet, Etoro, Utilita, Wow Hydrate, Solent University, Showcase Cinema De Lux, Radio Taxis, Coliseum Coaches, Shanghai 1814, Elmtree, Healthspan, Waltet, Room Ten, Connect IT Utility Services, Cedar Group, Imperial Cars
Offseason developments: Tensions between the UK and China reached the south coast after Chinse firm LD Sports was replaced by multicurrency sports betting firm Sportsbet.io as the Saints’ main sponsor during preseason. LD’s three-year deal, signed in May 2019 and worth UK£7.5 million (US$9.9 million) per season, was reportedly cut short amid political wrangling between the two countries. Despite attempts from Southampton to ‘secure confirmation that LD Sports are still an appropriate and viable partner for the club’, they were ‘left with no alternative’ but to end the partnership. Sportsbet.io, part of the Coingaming Group, has penned a one-year agreement with the team.
Tottenham Hotspur
Last season: 6th
Owner(s): ENIC International Ltd.
Chief executive: Daniel Levy
Stadium: Tottenham Hotspur Stadium (62,000)
Kit supplier: Nike, UK£30 million (US$39.8 million) per season, signed 2018, expires 2033
Main sponsor: AIA, UK£320 million (US$414million), signed 2019, expires 2027
Sleeve sponsor: N/A
Training kit partner: N/A
2019/20 prize money: UK£26.6 million (US$34.1 million)
Other partners: HSBS, Hewlett Packard, William Hill, Fun88, Betway, Audi, Heineken, Monster Energy, Kumho Tyre, EA Sports, IWC Schaffhausen, Hotels.com, Cadbury, Hugo Boss, O.R.S, New Era, Maurten, Healthspan, Smartfish, Mammoth, Tiki Tonga, Libertex
Offseason developments: During the height of lockdown in April, Spurs took out a UK£175 million (US$232 million) loan from the Bank of England to help them survive during the coronavirus crisis. The club are estimated to be losing out on more than UK£200 million (US$265 million) in revenue due to the pandemic, including the absence of National Football League (NFL) international games, causing chairman Daniel Levy to urge authorities to find a “safe way” to get fans back into stadiums. The club's long-awaited Amazon’s All or Nothing series also premiered on Prime Video on 31st August.
West Brom
Last season: Promoted from Championship
Owner(s): Lai Guochuan
Chief executive: Xu Ke
Stadium: The Hawthorns (26,688)
Kit supplier: Puma, value unreported, signed 2018, length unreported
Main sponsor: Ideal Boilers, UK£3 million (US$3.8 million) per season, renewal signed 2019, expires 2021
Sleeve sponsor: N/A
Training kit partner: N/A (included in Ideal Boilers deal)
2019/20 prize money: Promoted from Championship
Other partners: 12Bet.com, Bet365, Sadler’s Peaky Blinder Lager, University of Wolverhampton, Molson Coors, Marc Darcy
Offseason developments: The Baggies’ WBA TV streaming platform will be getting an upgrade this season after the club signed a long-term partnership with StreamAMG.
West Ham
Last season: 16th
Owner(s): David Sullivan, David Gold
Vice chairman: Karren Brady
Stadium: London Stadium (60,000)
Kit supplier: Umbro, UK£5 million per season (US$6.21million), renewal signed 2019, expires 2023
Main sponsor: Betway, UK£10 million (US$12.3 million) per season, signed 2019, expires 2025
Sleeve sponsor: Scope Markets, UK£1 million (US$1.3 million) to UK£1.5 million (US$1.9 million) per season, signed 2020, length unreported
Training kit partner: N/A (included in Betway deal)
2019/20 prize money: UK£8.9 million (US$9.1 million)
Other partners: Lycamobile, Monster Energy, RoadX Tyres, Experience Kissimmee, EVA Air, Heineken, Utilita, Global Reach, ITD Global, iPro, Spire London East Hospital, Paul Robinson Solicitors, Madisons Recruitment, London Event Design, Ivacy VPN, Soccer Supplement, Quattro Group, Hawes & Curtis, Global Image Sports
Offseason developments: A dismal 2019/20 for West Ham was compounded by posting a pre-tax loss of UK£28.2 million (US$37.4 million) for the year ending 31st May 2019. Despite having a rise in turnover to UK£190.7 million (US$253.2 million), this was offset by the wage bill rising by almost UK£30 million (US$39.8 million) to UK£135.8 million (US$180.3 million), taking the Hammers’ wages-to-turnover ratio to 71 per cent. With new kit supplier and sleeve sponsor deals, as well a slew of other partnerships, secured for the new campaign, the club will also be hoping for better fortunes on the field this term.
Wolves
Last season: 7th
Owner(s): Fosun International
Executive chairman: Jeff Shi
Stadium: Molineux (32,000)
Kit supplier: Adidas, UK£3 million (US$3.72 million) per season, expires 2022
Main sponsor: ManBetX, value UK£8 million (US$9.8 million) per season, signed 2019, length unreported
Sleeve sponsor: Aeroset, value unreported, signed 2020, length unreported
Training kit partner: N/A
2019/20 prize money: UK£24.9 million (US$31.9 million)
Other partners: Carling, Bet365, Crypto Millions Lotto, University of Wolverhampton, Silverbug, Altodigital, Energy Angels, Precision Hydration, Tile Choice, Blyth Group, DIS Graphics, Club Med, A&H Construction, Mauve, Nuffield Health, Three Pines, Reconomy, Wednesfield Radio Cars, City of Wolverhampton College, Smile Works Dentistry, BBC WM
Offseason developments: As part of efforts to grow their global brand, Wolves have branched out significantly into the esports market. In March, the club launched their very own tournament portal, enabling users to take part in online gaming events. This was followed with Wolves’ first ever Fortnite tournaments, in addition to partnering with the Gulf Racing team for the virtual 24 hours of Le Mans and joining the Identity V League. The Midlands outfit have also partnered with China’s Weibo Esports Club, with all this esports expansion helping to grow Wolves’ fanbase by 400 per cent in a little over 18 months.
All figures quoted have been reported or are estimated.
