As always, the dawn of a new Premier League season brings a renewed sense of optimism. For the 2021/22 campaign, this perhaps rings truer than ever, as for the first time since the start of the Covid-19 pandemic full capacity crowds will return to stadia for the league’s opening matches.
An action-packed 12 months has seen a congested Premier League season played out almost entirely behind closed doors, an eventful Uefa European Championship end in English heartbreak and, perhaps most shockingly, the embarrassing failure of the European Super League (ESL), which conveniently made everyone forget the Project Big Picture debacle.
The six Premier League clubs that dramatically announced their plan to shake up European soccer earlier this year – Manchester United, Liverpool, Manchester City, Chelsea, Tottenham Hotspur and Arsenal – have since been fined UK£22 million (US$30.4 million) each for their role in the breakaway attempt. Further sanctions include a UK£25 million (US$34.6 million) fine and a 30-point deduction if any of the clubs sign up for another breakaway league in the future.
In addition, the Premier League introduced a new owners’ charter in May, in order to prevent clubs from signing up to similar breakaway projects. The league’s chief executive, Richard Masters, is confident that those reforms will prevent history from repeating itself:
“I think the charter changes we agreed to in June are an end to this”, he said in an interview with Sky Sports. “I think it's not an end to perhaps some of the issues that created it. It was a bad idea, poorly executed and it's been consigned to the past I believe.
“We are in discussions with those clubs involved and we will put in place rule changes to make sure that these things won't happen again. We had a lot of support from the government and in particular, from fans, everybody showed what they thought of the concept.”
The staunch fan opposition has seen a renewed push for more supporter representation in positions of power. Chelsea, for example, have stated that there will be fan representation in board meetings in the future. Whether this proves to be a genuine attempt at inclusion or an empty gesture will likely only become apparent the next time a private equity fund appears holding a suitcase full of cash.
If it was not clear already, the Super League’s fiasco highlighted the growing disparity between the Premier League’s ‘big six’ and the rest. A recent Sportico report pegged the English giants at a valuation of US$3.67 billion each on average, while the other 14 clubs in the league last season were valued at US$3.7 billion combined.
Sponsorpulse's Opportunity Score explained: An overall property score that accounts for all key metrics to highlight the greatest overarching sponsorship opportunities. The Opportunity Score includes engagement, the intensity of following, brand momentum, consumer passion and excitement for the property, as well as the potential for its sponsors to impact purchase consideration and favourability through a sponsorship of the property.
Things were not helped for the rest as for the first time in league history the pandemic saw the Premier League clubs endure a collective drop in revenue between 2020 and 2021. The lack of spectators was a key factor as revenues shrunk by 13 per cent to UK£4.5 billion (US$6.3 billion). Ultimately the Premier League clubs recorded a collective pre-tax loss of almost UK£1 billion (US$1.4 billion) – the highest in the league’s history. Even in the 2019/20 season losses were limited to UK£200 million (US$281.5 million).
However, Deloitte’s recently published Annual Review of Football Finance is projecting a bounce back this season.
“The full financial impact of the pandemic on the Premier League will depend on the timing of the return of fans to stadia in significant numbers and the ability of clubs to maintain and develop their commercial relationships, in particular at a time when many other industries are suffering,” Dan Jones, head of Deloitte’s sport business group, said in the report.
“Once fans are able to return in full, hopefully during the 2021/22 season, Premier League clubs have the potential to again return to record revenue levels.”
Similarly, Masters told Sky Sports about some of the league's financial difficulties, but also expressed optimism regarding the return of fans.
“Across the Premier League economy in the last 18 months, we've lost about UK£1.5 billion plus in revenue and that creates some significant challenges for clubs to manage and they have done that,” he said.
“So it hasn't been easy but what I can say is with fans back, with some of the broadcast agreements we have put in place, we have got a more secure footing.
“Not just for the Premier League but for the whole of the professional game who as you know we filter a lot of our revenue down to, into the pyramid and into grassroots. So it's good news to everybody.”
While the highly anticipated return of fans is welcomed across the league, Premier League clubs are also set to trial Covid-19 passports in order for fans to attend games. This week the competition announced that fans will need to provide evidence that they have either been fully vaccinated or have received a negative lateral flow test in the previous 48 hours if they want to enter grounds during the coming season. There are also going to random spot-checks for ticket holders at some stadiums for the first few matchdays of the campaign.
Elsewhere, ahead of the 2021/22 Premier League season, all 20 clubs unanimously agreed to extend the league’s media rights partnerships with Sky Sports, BT Sport, Amazon Prime Video and BBC Sport until the end of the 2024/2025 season.
The British government approved the renewal in an Exclusion Order under the 1998 Competition Act, enabling the league to extend its existing TV rights deals without allowing other parties to bid in the process. The Premier League has declared that the move allows it to ‘commit to increased funding’ for ‘security and continuity throughout the [English soccer] pyramid until at least 2025’. The ruling has opened up an additional UK£100 million (US$140 million), which the league says will be reinvested into the English soccer pyramid.
With the new season set to get underway on 13th August with Arsenal's trip to newly promoted Brentford, SportsPro presents its annual team-by-team Premier League commercial guide, bringing you up to speed with all the major off-field developments.
Engagement Score explained: Sponsorpulse's engagement metric tracks the percentage of people in the UK who have engaged with a team at least once in the past 12 months. Engagement is tracked across linear and digital broadcast, social or traditional media following, buying or wearing merchandise, playing fantasy or betting, as well as word of mouth recommendation to others.
Premier League 2021/22 – 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)
Europe
Balkans: Sportklub (from IMG, excluding Bulgaria), Nova (Bulgaria exclusive)
Belgium: Telenet
Bulgaria: Nova
Central and eastern Europe: IMG
Cyprus: Cyta
France: Canal+
Germany, Austria, Switzerland: Sky Deutschland
Greece: Cosmote
Iceland: Siminn
Ireland: Sky Sports, BT, Premier Sports
Italy: Sky Italia
Netherlands: Ziggo
Norway: TV2
Poland: NC+
Portugal: Sport TV
Russia: Rambler
Spain: DAZN
Sweden, Denmark, Finland: Nent
North America
Canada: DAZN
Mexico (central America): Sky Mexico
USA: NBC Sports
South America
Brazil: ESPN Brazil
Asia
China: iQiyi Sports
Hong Kong SAR: PCCW
India: Star Sports
Indonesia and East Timor: Mola TV
Malaysia: Astro
Mongolia: SPS
Singapore: Singtel
Taiwan: Eleven Sports
Thailand: TrueVisions Group
Middle East and Africa
Middle East and North Africa: BeIN Sports
South Africa: SuperSport
Sub-Saharan Africa: SuperSport
Sub-Saharan Africa (free-to-air): Infront
Australasia
Australia: Optus
New Zealand: Spark
Pacific Islands: Sky Pacific
Ships and Planes: IMG/Sport24
Sponsorpulse's Engagement Score explained: Sponsorpulse's engagement metric tracks the percentage of people outside of the UK who have engaged with the Premier League at least once in the past 12 months. Engagement is tracked across linear and digital broadcast, social or traditional media following, buying or wearing merchandise, playing fantasy or betting, as well as word of mouth recommendation to others.
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 in 2018, expires in 2024
Main sponsor: Emirates, UK£200 million (US$365.15 million), Signed in 2018, expires in 2024
Sleeve sponsor: Visit Rwanda Tourist Board, UK£10 million (US$13.8 million) per year, signed 2018, renewed 2021, expires 2025
Training kit partner: Included in Emirates deal
Estimated 2020/21 prize money: UK£141.2 million (US$195.82 million)
Other partners: Acronis, Ball Corporation, Konami, Ranta Rita, Socios, Sportsbet.io, Cadbury, Camden Town Brewery, Ganzberg, Intel, Lavazza, Octopus Energy, Theragun
Offseason developments: As dissatisfaction with Kroenke Sports and Entertainment’s (KSE) ownership boiled over in the wake of the ESL affair, Spotify owner Daniel Ek publicly announced his intention to buy the club, submitting a UK£2 billion (US2.76 billion) bid back in June. The proposal, supported by a number of Arsenal club legends, including Thierry Henry, Dennis Bergkamp and Patrick Vierra, has been knocked back.
Aston Villa
Last season: 11th
Owner: Wes Edens, Nassef Sawaris
Chief executive: Christian Purslow
Stadium: Villa Park (42,785)
Kit supplier: Kappa, UK£3 million (US$4.16 million) per year, signed in 2019, expires in 2022
Sleeve sponsor: OB Sports, value not reported, signed 2021, expires 2022
Main sponsor: Cazoo, UK£6 million (US$16.8 million) per year, signed 2020, expires 2022
Training kit partner: Included in Cazoo deal
Estimated 2020/21 prize money: UK£125.6 million (US$174.18 million)
Other partners: Luke, Heineken, Purity, Aston University, Socios
Offseason developments: While the club has raised funds through the sale of captain Jack Grealish, it has also brought in revenue through new commercial deals. Betting brand OB Sports has taken over the sleeve sponsorship inventory, the club renewed its formalwear partnership with Luke 1977 and also launched a fan token through a deal with Socios. Discussions around expanding Villa Park continue to rumble on, but no formal plans have been confirmed.
Brentford
Last season: Promoted from Championship
Owner: Matthew Benham
Chief executive: Jon Varney
Stadium: Brentford Community Stadium (17,250)
Kit supplier: Umbro, signed 2019, expires 2025
Main sponsor: Hollywoodbets, signed in 2021, expiry unknown
Sleeve sponsor: SafetyCulture, signed in 2021, expiry unknown
Training kit partner: N/A
Estimated 2020/21 prize money: Promoted from Championship
Other partners: University of West London, Fuller’s London Pride, Utilita, Dormeo, Pensionbee, CoinJar, IFX Payments, Tribus, Octink, Simplexity Travel, Reliable Networks, Out Chef, Referment, Ron Smith, Hertings, Tela, Geoff Neal Group, The Shire London, ACL, Openpay, The Tumeric co., The Hogarth Health Club, Big Yellow
Offseason developments: Premier League newcomers Brentford decided to expand their existing relationship with Hollywoodbets, agreeing a new deal for 2021 that will see the company become the Bees' principal partner for their first season in the Premier League. Last season’s shirt sponsor, Utilita, also extended its deal for two more years but lost the main inventory. The offseason has also seen Brentford add SafetyCulture as their new sleeve sponsor.
Brighton & Hove Albion
Last season: 16th
Owner: Tony Bloom
Chief executive: Paul Barber
Stadium: American Express Community Stadium
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$138.5 million), signed in 2019, expires in 2031
Sleeve sponsor: Snickers UK, renewed 2021, expires in 2022
Training kit partner: Included in American Express deal
Estimated 2020/21 prize money: UK£111.3 million (US$154.1 million)
Other partners: Betway, FT Games, Energizer, Heineken, Harveys Brewery, Football Manager, iTalk, Sussex Skills Solutions, Mayo Wynne Baxter Solicitors, Fileder Filter Systems, Mansell McTaggart, Gap Solutions, Sun Harvest
Offseason developments: With almost a decade remaining on the club’s expansive deal with American Express, Brighton’s main commercial inventory to secure for the new season was the sleeve sponsor, a deal that was signed off in June with Snickers UK extending its contract for another season.
Burnley
Last season: 17th
Owner: ALK Capital
Chairman: Alan Pace
Stadium: Turf Moor (22,546)
Kit supplier: Umbro, UK£1.5 million (US$1.86 million) per season, signed 2019, expires 2022
Main sponsor: Spreadex Sports, value not reported, signed 2021, expires 2022
Sleeve sponsor: AstroPay, value not reported, signed 2021, expires 2022
Training kit partner: N/A
Estimated 2020/21 prize money: UK£106.8 million (US$147.8 million)
Other partners: Dafabet, James Hargreaves Group, Howard Rigg Properties, eToro, iPro Hydrate, Samba, Clearly Interiors, Lagardere Sports, Barnfield Constrction
Offseason developments: Burnley’s new deal with Spreadex deal will see the online sports betting platform replace Lovebet as the club’s main sponsor. The value of the new contract with the betting brand has not been revealed but the previous deal was worth a reported UK£7.5 million a year.
Chelsea
Last season: 4th
Owner: Roman Abramovich
Chief executive: Guy Laurence
Stadium: Stamford Bridge (41,837)
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
Sleeve sponsor: Hyundai, UK£10 million (US$13.8 million), signed in 2018, expires in 2022
Training kit partner: Trivago, undisclosed fee, signed in 2021
Estimated 2020/21 prize money: UK£158.2 million (US$212 million)
Other partners: Cadbury, EA Sports, Fiserv, Go Markets, Hublot, Parimatch, Very Restaurants, MSC Cruises, Singha, Sure, Vitality Health Insurance, Yokohama Tyres, Zapp
Offseason developments: In the aftermath of Chelsea’s withdrawal from the Super League project, owner Roman Abramovich issued a public apology, and the club announced in May that there would be fan representation on the club’s board for future operations. On the commercial front, the club announced at the end of last season that it had secured a new training kit sponsorship with travel brand Trivago signing a multi-year deal. Although no exact fee has been confirmed, reports suggest that the contract is worth more than the UK£10 million (US$13.86 million) per season Chelsea previously received from Carabao.
Crystal Palace
Last season: 14th
Owner: Steve Parish, Josh Harris, David Blitzer, John Textor
Chief executive: Phil Alexander
Stadium: Selhurst Park (25,456)
Kit supplier: Puma, UK£4 million (US$4.97 million) per season, signed 2018, length not reported
Main sponsor: W88, UK£6.5 million (US$8.3 million) per season, signed 2020, renewed 2021
Sleeve sponsor: Facebank, value not reported, signed 2021, expires 2022
Training kit partner: N/A
Estimated 2020/21 prize money: UK£120.3 million, (US$166.6 million)
Other partners: Apsley Tailors, Carlsberg, eToro, Utilita, Monster Energy, Vitality, iPro, Gamstop, Dam Health
Offseason developments: Crystal Palace announced on the eve of the new season that American businessman John Textor has paid a reported UK£87.5 million (US$121.3 million) for a minority stake in the club, joining chairman Steve Parish, Josh Harris and David Blitzer as owners and directors. The Eagles also enter the new season with a number of key inventory slots unsold. Last season’s sleeve sponsor Iqoniq has not renewed its one-year deal, while training kit partner Sure’s short-term contract expired at the end of last season.
Everton
Last season: 10th
Owner: Farhad Moshiri
Chief executive: Denise Barrett-Baxendale
Stadium: Goodison Park (39,572)
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: Included in Cazoo deal
Estimated 2020/21 prize money: UK£139.3 million (US$192.9 million)
Other partners: Fanatics, Socios, Parimatch, Davanti Tyres, Fratelli Beretta, Sokin, Carling, Lucozade, Rushbet, Fridays, Clarity Sports
Offseason developments: Construction is now underway on Everton’s new state-of-the-art stadium, which is set to open in 2024. The 52,000-seater venue is being built at Bramley-Moore Dock and the club already has a UK£30 million (US$39 million) naming rights option deal in place with USM, the holding company belonging to Russian billionaire Alisher Usmanov. USM also has naming rights to the Toffees’ training ground, leaving the sleeve sponsorship inventory vacated by Rovio in 2020 as the club’s most high-profile unsold asset.
Leeds United
Last season: 9th
Owner: Andrea Radrizzani
Managing Director: Angus Kinnear
Stadium: Elland Road (37,890)
Kit supplier: Adidas, value not reported, signed 2020, expires 2025
Main sponsor: SBOTOP, UK£6 million (US$7.8 million) per season, signed 2020, length not reported
Sleeve sponsor: BOXT, value not reported, signed 2021, expires 2022
Training kit partner: Clipper Logistics, value not reported, renewal signed 2020, expires 2022
Estimated 2020/21 prize money: UK£138.6 million (US$191.9 million)
Other partners: JD Sports, Skrill, Hisense, Transunion, Burflex Scaffolding, Astonish, Vitality, Heineken, Utilita, Yorkshire Cancer Research, Ebuyer, Carbury, EA Sports, Bet365, President Energy, AMT Auto, BWS
Offseason developments: According to the Athletic, Leeds matchday and training kit sponsors paid the club UK£10 million last season. That reportedly comes in on top of a deal with Adidas that pays a lower annual fee than is typical but a more significant share of shirt sales revenue. There is one new kit sponsor in place for this season in the form of ecommerce platform BOXT, which has become the team's new sleeve partner, while former sleeve sponsor JD is now the club's official retail partner.
Leicester City
Last season: 5th
Owner: King Power
Chief executive: Susan Whelan
Stadium: King Power Stadium (32,312)
Kit supplier: Adidas, UK£3 million (US$3.8 million) per season, signed 2018, length not reported
Main sponsor: FBS, 'record' deal, signed 2021, expires 2024
Sleeve sponsor: ThaiBev, UK£600,000 (US$730,500) per season, signed 2019, expires 2022
Training kit partner: Parimatch, value not reported, signed 2020, length not reported
Estimated 2020/21 prize money: UK£148.2 million (US$205.3 million)
Other partners: Chang, DHL, HTH, Monster Energy, Betway, Football Manager, W88, Syinix, De Monfort University, Landsail, Vitality, Walkers, Sandicliffe
Offseason developments: For the first time since the 2010/11 season, Leicester will not have King Power on the front of their shirts for this coming season. With that deal – understood to be worth more than UK£12 million (US$16.9 million) per season – having expired, online trading company FBS has signed a ‘record’ three-year contract to take over the inventory. Elsewhere, the Foxes recently announced plans to increase the capacity of the King Power Stadium to 40,000, up from its current 32,000 seats. That announcement came after the club revealed plans to build a new state-of-the-art training facility at Seagrave at the end of last year.
Engagement Score explained: Sponsorpulse's engagement metric tracks the percentage of people outside of the UK who have engaged with each team at least once in the past 12 months. Engagement is tracked across linear and digital broadcast, social or traditional media following, buying or wearing merchandise, playing fantasy or betting, as well as word of mouth recommendation to others.
Liverpool
Last season: 3rd
Owner: Fenway Sports Group
Chief executive: Billy Hogan
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: Expedia, UK£10 million (US$13.8 million) per season, signed 2020, expires 2023
Training kit partner: Axa, UK£60 million (US$77.8 million), signed 2019, expires 2022
Estimated 2020/21 prize money: UK£156.5 million (US$216.9 million)
Other partners: Carlsberg, Kodansha, Mauritius, MG, Nivea Men, Holly Frontier, EA Sports, Quorn, Cadbury, Acronis, Vodafone, NH Foods, Joie, Alexbank, Extrajoss, Sonos, Verbier
Offseason developments: With all their key deals in place Liverpool added a global partnership with Sonos ahead of the new season but the club’s major off-field announcement was that it received permission to build a new Anfield Road Stand. That development will add 7,000 seats, taking the venue's capacity above 61,000, with the project expected to be completed in the summer of 2023.
Manchester City
Last season: 1st
Owner: City Football Group (CFG)
Chief executive: Ferran Soriano
Stadium: Etihad Stadium (55,097)
Kit supplier: Puma, UK£650 million (US$900 million), signed 2019, expires 2028
Main sponsor: Etihad Airways, UK£67.5 million (US$93.5 million) per season, expiry unknown
Sleeve sponsor: Nexen Tire, UK£10 million (US$12.7 million) per season, renewed 2020, length not reported
Training kit partner: Marathonbet, ‘eight-figure’ deal signed 2019, length not reported
Estimated 2020/21 prize money: UK£161.7 million (US$223.9 million)
Other partners: Etisalat, Nissan, Visit Abu Dhabi, EA Sports, Sisco, Wix, QNET, Socios.com, Expo, Tecno, SAP, Unilever, Ali, JNC, Xylem, Hays, Gatorade, Midea, UBTECH, Wega, Unilumin Sports, Dsquared2, Acronis, Vejo, Therabody, SCM, citibank, Nestle, Khmer Beverages, Kaiwen, Melco, SHB, Heineken, Power Horse, Star, Healthpoint, PZ Cussons, First Abu Dhabi Bank, Hair World Turkey, Intel, Cadbury, Laybury, Capstone, Animoca Brands, Zurich, Noon
Offseason developments: Reports emerged in August last year that City would be renewing their shirt sponsorship and stadium naming rights deal with Etihad Airways beyond its expiry at the end of the 2020/21 season. While there has been no official confirmation from City, it does appear the contract has been extended with the airline’s branding still prominent across the club’s physical and digital assets.
Manchester United
Last season: 2nd
Owner: The Glazer Family
Managing director: Richard Arnold
Stadium: Old Trafford (76,962)
Kit supplier: Adidas, UK£75 million (US$97.2 million) per season, signed 2015, expires 2025
Main sponsor: TeamViewer, UK£47 million (US$65.1 million) per season, signed 2021, expires 2026
Sleeve sponsor: Kohler, UK£10 million (US$13 million) per season, signed 2018, length not reported
Training kit partner: N/A
Estimated 2020/21 prize money: UK£160.9 million (US$223 million)
Other partners: Aeroflot, Apollo Tyres, Cadbury, Canon Medical Systems, Casillero Del Diablo, Chevrolet, Chivas, DHL, Gulf Oil International, HCL, Hua Ti Hui, Konami, Maul Jim, Marriott Hotels, Melitta, Mlily, Remigation, Renewable Energy Group, Tag Heuer, Visit Malta
Offseason developments: Manchester United enter the new season having signed a new five-year deal for German software company TeamViewer to take over from US car manufacturer Chevrolet as their main shirt sponsor. While the club did manage to secure that key inventory, the fallout from the Super League debacle did reportedly hit the club in the pocket when the Hut Group pulled out of a deal to replace insurance firm Aon as United’s training kit sponsor.
Newcastle United
Last season: 12th
Owner: Mike Ashley
Managing director: Lee Charnley
Stadium: St James’ Park (52,405)
Kit supplier: Castore, UK£5 million (US$6.9 million) per season, signed 2021, expiry unknown
Main sponsor: Fun88, UK£6.5million (US$8.4 million) per season, renewal signed 2020, expiry unknown
Sleeve sponsor: Kayak, signed 2021, expires 2022
Training kit partner: Included in Fun88 deal
Estimated 2020/21 prize money: UK£121.4 million (US$168.1 million)
Other partners: Sports Direct, Carling, bet365, Pulman Volkswagen, Energy Impact, Perfect Image
Offseason developments: Newcastle became the second Premier League club to sign a kit deal with British sportswear brand Castore and have also added a new sleeve sponsorship deal with Kayak. Chinese betting brand Fun88 extended its deal with the club last season, signing a multi-year contract. However, the bigger picture is that Mike Ashley is still trying to sell the club, but his arbitration case against the Premier League has been adjourned until early 2022. If the hearing goes Ashley’s way, it could yet lead to the blocked UK£300 million (US$415 million) Saudi Arabia-backed takeover going ahead.
Norwich City
Last season: Promoted from Championship
Owner: Delia Smith, Michael Wynn-Jones
Stadium: Carrow Road (27,244)
Kit supplier: Joma, UK£5 million (US$6.9 million) per season, signed 2021
Main sponsor: Lotus, value not reported, signed 2021, expires 2022
Sleeve sponsor: JD Sports, value not reported, signed 2021
Training kit partner: War Paint (matchday), one-year extension signed 2021, and Lotus (non-matchday)
Estimated 2020/21 prize money: Promoted from Championship
Other partners: Vitality, Regency Security Group LTD, Alan Boswell Group, Green Farm Coffee, East Coast IPA, Kotkamills, Visit Tampa Bay, Woodforde’s Brewery, Fosters Solicitors, Bluespace, Bidstack, War Paint, Score hero, FCI Currency, AMA Waste Management, Eleven Sports Media
Offseason developments: The Canaries off-season has been rocky after they had to abandon a lucrative shirt sponsorship deal with BK8 Sports over the betting brand’s sexually provocative marketing. Norwich latterly agreed terms with Lotus to take on their main shirt sponsorship for the 2021/22 season. The Norfolk-based automaker has been a sponsor of Norwich’s training centre and academy in recent years.
Southampton
Last season: 15th
Owner: Gao Jisheng
Chief executive: Martin Semmens
Stadium: Saint Mary’s Stadium (32,384)
Kit supplier: Hummel, value not reported, signed 2021, expires 2026
Main sponsor: Sportsbet.io, ‘club record’ deal, signed 2021, expires 2024
Sleeve sponsor: Virgin Media, UK£1.2 million (US$1.55 million), signed 2019, expires 2022
Training kit partner: N/A
Estimated 2020/21 prize money: UK£116.7 million
Other partners: eToro, Kingfisher, Monster Energy, Utilita, Acronis, Solent University, Showcase Cinema de Lux, Radio taxis, Coliseum Coaches, Elmtree, Healthspan, Walter, Connect It Utility Services, Fourth Wall Imperial Cars,
Offseason developments: After a tumultuous start to the 2020/21 season with regards to delivery following a late change of shirt sponsor, Southampton ended their five-year partnership with American sports brand Under Armour two years early at the end of the last campaign. The Saints moved fast to secure a five-year deal with Danish kit supplier Hummel in January before extending their emergency one-year principal partnership with betting brand Sportsbet.io for three more years in April. According to reports, the Saints remain up for sale after a prospective deal with former Bordeaux owner Joseph DaGrosa fell through in June.
Tottenham Hotspur
Last season: 7th
Owner: ENIC International
Chief executive: Daniel Levy
Stadium: Tottenham Hotspur Stadium (62,850)
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: Cinch, value not reported, signed 2021, expires 2026
Training kit partner: N/A
Estimated 2020/21 prize money: UK£145.7 million (US$201.5 million)
Other partners: Getir, HSBC, Hewlett Packard, William Hill, FUN88, betway, Libertex, Heineken, Monster Energy, Kumho Tyre, EA Sports, IWC, Hotels.com, Vivopower, Cadbury, Hugo Boss
Offseason developments: Although it was reported as recently as July that Spurs could be close to agreeing a naming rights deal for Tottenham Hotspur Stadium, nothing has yet been confirmed. Similarly, the club’s training kit sponsorship remains unsold despite recent reports of an imminent deal. Former Miami Dolphins executive Todd Kline was brought in as Spurs’ new chief commercial officer in March with the American tasked with increasing revenue from that department.
Watford
Last season: Promoted from Championship
Owner: Gino Pozzo
Chief executive: Scott Duxbury
Stadium: Vicarage Road (21,577)
Kit supplier: Kelme, UK£10 million (US$13.8 million), signed 2020, expires 2024
Main sponsor: Stake.com, UK£5 million (US$6.9 million) per year, signed 2021, expires 2023
Sleeve sponsor: Dogecoin via Stake.com, UK£700,000 (US$970,000) plus bonuses, signed 2021, expires 2022
Training kit partner: Included in Stake.com deal
Estimated 2020/21 prize money: Promoted from Championship
Other partners: Football Manager, American Airlines, SA Law, UKDS, Afex, Hashtage Sport, Mitsubishi Electric, iPro, Recoverme, Alan Day
Offseason developments: The Hornet’s new shirt sponsorship deal with Stake.com raised eyebrows when it was confirmed that it would be part-paid in cryptocurrency, although it has not been confirmed which token in particular.
West Ham United
Last season: 6th
Owner: David Sullivan, David Gold
Vice chairman: Karren Brady
Stadium: London Stadium (60,000)
Kit supplier: Umbro, UK£5 million (US$6.21million) per season, 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, multi-year extension signed 2021, expiry unknown
Training kit partner: Included in Betway deal
Estimated 2020/21 prize money: UK£147.4 million (US$204.1 million)
Other partners: ZO Skin Health, NicheSolutions, Vanquish Tech, Bartercard, Vision Consulting, Ice Cleaning, Rainer Hughes, Kinetica, Ezra Coaching, Start Pac, Global Reach, Hawes & Curtis, iPro, Guideline Coaches, enterprise4good Group, David Lloyd Clubs, Trustlt, Lycamobile, Monster Energy, Roadx Tyre, Vitality, Eva Air, Kissimmee, Heineken, Skye Cloud, Grintaf Y, P1 Travel, ITD Global, Nirvana, Paul Robinson, LED, Soccer Supplement, Quattro
Offseason developments: Aside from extending their sleeve sponsorship deal with Scope Markets, much of the offseason focus for the Irons has been on PAI Capital’s bid to take over the club. West Ham co-owner David Sullivan dismissed what he described as a “vague proposal” six months ago, insisting the group did not produce any proof of funds. However, PAI managing partner Nasib Piriyev has now told PA Media that proof of funds was provided and claimed the consortium was given full access to the club’s business data for two months. Piriyev said: “With all respect to Mr Sullivan, we will continue pursuing this opportunity and make our best efforts to get him to agree to our offer and sell his controlling stake of the club.”
Wolverhampton Wanderers
Last season: 13th
Owner: Fosun International
Executive chairman: Jeff Shi
Stadium: Molineux Stadium (32,000)
Kit supplier: Castore, UK£1 million per season, signed 2021, expires 2024 (with option to extend)
Main sponsor: ManBetX, value UK£8 million (US$9.8 million) per season, signed 2019, length not reported
Sleeve sponsor: Bitci, signed 2021, expires 2022
Training kit partner: N/A
Estimated 2020/21 prize money: UK£125.8 million (US$174.2 million)
Other partners: Carling, Bet365, Tezo, University of Wolverhampton, Silverbug, Cadbury, EnergyAngels, DIS Graphics, Boyle Sports, Manscaped, Recova Pro, Wednesfield, Global Reach, M Spirit
Offseason developments: In May, Wolves signed a new technical partnership with British sportswear brand Castore, ending the club’s relationship with Adidas. The deal sees Wolves manufacture and distribute a range of replica products under license from Castore. A couple of years ago a major overhaul of Molineux was being planned but during a supporter Q&A session in June it was confirmed this has been scrapped, with the club just focusing on upgrading the Steve Bull Stand.
All figures quoted have been reported or are estimated.
As the world’s richest soccer competition returns, SportsPro presents its annual Premier League commercial preview, bringing you all the major off-field developments ahead of the new season.
