The Premier League hardly had a title race last season, with Pep Guardiola’s Manchester City juggernaut breezing to glory. 2016/17 champions Chelsea were nowhere to be seen, with Manchester United ultimately providing the closest competition.
As has become the norm in the world’s wealthiest soccer league, all twenty clubs have spent their summers preparing to do battle, arming themselves with partners both regional and global.
According to Sportingintelligence, Premier League clubs will rake in a collective UK£313.6 million in shirt sponsorship deals alone this year, with nine sides opting to advertise betting and gambling companies on their playing kit just a year after the Football Association (FA) chose to sever all ties with betting companies. The rise in gambling sponsors comes amid pressure to clean up the sport’s image and reliance on sponsorship from the industry.
Beyond last year’s top six, only Southampton, Leicester City, Cardiff City, Watford and Brighton have avoided the temptation of entering deals with international betting brands. Huddersfield Town’s UK£1.5 million agreement with Ope Sports is the slightest of the betting deals, while West Ham’s long-term Betway contract will bring in UK£10 million. Manchester United – currently marooned in the shadow of their blue neighbours on the field – remain top-dogs in the sponsorship stakes. Their UK£47 million per year Chevrolet deal, signed in 2014, keeps its place as the biggest main sponsor partnership.
Meanwhile, more clubs are also jumping at the opportunity to sign up a sleeve sponsor following last season’s inauguration for the secondary shirt partner. Arsenal’s three-year deal with the Rwanda Tourist Board will see them rake in UK£30 million for the right to appear on the London club’s shirt.
The agreement is a fitting example of the eclectic mixture of sleeve partnerships – ranging from Chelsea’s comparatively mainstream Hyundai deal to Leicester’s equivalent with Thai beer Bia Saigon and newly-promoted Wolves’ entry into the crypto-currency market with CoinDeal.
For the Premier League itself this is the last season before its live TV rights will spread across Sky Sports, BT Sport and new entry Amazon. The latter's package is small but does include the popular Boxing Day round of fixtures, so the e-commerce giant will be hoping for a boost in Prime subscriptions around the festive period.
On the subject of Christmas, 2019 will see the implementation of the league's first ever winter break. Staggered across two weeks in February, with the FA Cup fifth round will be moved to midweek to accommodate the break and replays scrapped at that stage, the initial trial will run until 2022.
That is all a long way in the future. So, whilst the sun is still shining, here SportsPro presents its definitive Premier League commercial preview.
Major Media Rights Holders
UK and Ireland: Sky Sports, BT Sport, BBC (highlights)
USA: NBC Sports, Telemundo Deportes
France: SFR Sport
Germany: DAZN
Italy: SKY Sport
Netherlands: Ziggo Sport Totaal
Portugal: Sport TV
MENA: BeIN Sports
Spain: Movistar+
Brazil: ESPN Brasil
China: Tencent, PPTV, BTV, SMG
Japan: J Sports, NHK, DAZN
India: STAR Sports
Australia: Optus Sport, SBS
Thailand: Facebook
The Premier League's rights deal with Amazon made headlines over the summer
Arsenal
Last season: 6th
Owner: Stan Kroenke
Chief executive: Ivan Gazidis
Stadium: The Emirates (60,000)
Kit supplier: Puma, UK£150 million (US$193 million), signed 2014, expires 2019
Main sponsor: Emirates, UK£200 million (US$257.6 million), signed 2018, expires 2024
Sleeve sponsor: Rwanda Tourist Board, UK£30 million (US$38.6 million), signed 2018, expires 2021
2017/18 prize money: UK£142 million (US$183 million)
Major deals since start of 2017/18: Acronis, Tidal, CashBet, Hyde Park Developments, WorldRemit, Cover-More, Vitality, Banque du Caire
What they've been up to: Arsenal are starting the new season with both a new owner and a new manager. Stan Kroenke assumed full ownership of the club by buying out rival Alisher Usmanov’s 30 per cent stake for US$700 million on the eve of the new season.
AFC Bournemouth
Last season: 12th
Owner: Maxim Demin
Chief executive: Neill Blake
Stadium: Vitality Stadium (11,000)
Kit supplier: Umbro, UK£5 million (US$6.4 million), signed 2017, expires 2022
Main sponsor: M88, UK£8 million (US$10.2 million), signed 2017, expires 2019
Sleeve sponsor: Mansion
2017/18 prize money: UK£111.2 million (US$143.1 million)
Major deals since 2017/18: AudienceView, Deep South Media, Vitality, Tempobet, Greenwood Campbell
What they’ve been up to: Bournemouth recently launched CherryBot, an AI-fuelled chat bot which operates on the Facebook Messenger platform, engaging with fans and encouraging them to share experiences before and during matchdays.
Brighton and Hove Albion
Last season: 15th
Owner: Tony Bloom
Chief executive: Paul Barber
Stadium: American Express Community Stadium (31,000)
Kit supplier: Nike, UK£1 million (US$1.3 million) per season, length unreported
Main sponsor: American Express, UK£1.5 million (US$1.9 million) per season, length unreported
Sleeve sponsor: JD, value unreported, length unreported
2017/18 prize money: UK£107.7million (US$138.7 million)
Major deals since start of 2017/18: IT First, Pogoseat, Italk, Bespoke, TR Fastenings
What they've been up to: Brighton have made numerous on-field signings this summer but perhaps one that will please the fans most is the off-field appointment of club legend Bobby Zamora as an official ambassador.
Burnley
Last season: 7th
Owner(s): Mike Garlick, John Banaszkiewicz
Chief executive: David Baldwin
Stadium: Turf Moor (21,000)
Kit supplier: Puma, UK£1 million (US$1.3 million) per season, length unreported
Main sponsor: LaBa360, UK£5 million (US$6.3 million) per season, length unreported
Sleeve sponsor: N/A
2017/18 prize money: UK£119.8 million (US$154.2 million)
Major deals since 2017/18: Teletrade, Ladbrokes
What they’ve been up to: Not all that much, to be honest. However, the sponsorship deal with LaBa360 is said to be the biggest in the club’s history.
Burnley will be hoping to replicate their form of 2017/18 which saw them qualify for the Uefa Europa League
Cardiff
Last season: Promoted from Championship
Owner: Vincent Tan
Chief executive: Ken Choo
Stadium: Cardiff City Stadium (33,000)
Kit supplier: Adidas, value unreported, length unreported
Main sponsor: Visit Malaysia, UK£3 million (US$3.8 million) per season, length unreported
Sleeve sponsor: JD, value unreported, length unreported
2017/18 prize money: Promoted from Championship
Major deals since 2017/18: VideoDoc, K8.com, 1xBet, Trojan, PAS
What they’ve been up to: The club – alongside TriplePlay – were nominated in the 2018 ‘Most Innovative Sports Partnership’ category at the 2018 Sports Technology Awards.
Chelsea
Last season: 5th
Owner: Roman Abramovich
Chief executive: Ron Gourlay
Stadium: Stamford Bridge (42,000)
Kit supplier: Nike, UK£900 million (US$1.15 billion), signed 2016, expires 2032
Main sponsor: Yokohama Rubber, UK£200 million (US$257.6 million), signed 2015, expires 2020
Sleeve sponsor: Hyundai UK£50 million (US$64.4 million), signed 2018, expires 2024
2017/18 prize money: UK£141.7 million (US$182.5 million)
Major deals since start of 2017/18: Hyundai, Millennium & Copthorne Hotels, Doyen, Sony Music, Star Beer, Rexona, Ericsson, Sure
What they've been up to: Roman Abramovich’s visa situation looms large over Stamford Bridge. The club’s owner withdrew his UK investor visa application in May and put new stadium plans on hold amid the issues over his continued access to the UK. Chelsea’s fans have already planned a thank you to celebrate Abramovich’s 15 years of ownership. Who knew 15 was a landmark?
Crystal Palace
Last season: 11th
Owner(s): Steve Parish, Joshua Harris, David Blitzer
Chief executive: Phil Alexander
Stadium: Selhurst Park (26,000)
Kit supplier: Puma, value unreported, length unreported
Main sponsor: ManBetX, UK£6.5 million (US$8.4 million) per season, length unreported
Sleeve sponsor: Dongqiudi, value unreported, length unreported
2017/18 prize money: UK£114.3 million (US$147.9 million)
Major deals since 2017/18: Puma, GambleAware, Royale International, Apollo Tyres, Twickets, Tempobet
What they’ve been up to: The Eagles have recently been given the green light by Croydon Council to proceed with their UK£100 million stadium redevelopment. The project is set to increase the capacity of the South London club’s Selhurst Park home from 26,000 to 34,000, making it the sixth largest soccer stadium in the capital. Palace say they hope to begin work on the new stand at the end of the 2018/19 season with the aim of completion in time for the 2021/22 campaign.
Everton
Last season: 8th
Owner: Farhad Moshiri
Chief executive: Professor Denise Barrett-Baxendale
Stadium: Goodison Park (39,500)
Kit supplier: Umbro, UK£30 million (US$38.6 million), signed 2014, expires 2019
Main sponsor: SportPesa, UK£48 million (US$61.8 million), signed 2017, expires 2022
Sleeve sponsor: Rovio, more than UK£1 million, expires 2020
2017/18 prize money: UK£128 million (US$164.8 million)
Major deals since start of 2017/18: Rovio, SecuTix, Thomas Cook Sport, Davanti Tyres
What they've been up to: Everton announced a leadership team shake-up back in June. Moving into their new Royal Liver Building headquarters last month, the new team of nine executive directors will be responsible for the day-to-day operations across the club. Sasha Ryazantsev is now heading up the commercial and financial team.
Richarlison's UK£50 million move to Everton was one of the biggest transfers of the summer
Fulham
Last season: Promoted from Championship
Owner: Shahid Khan
Chief executive: Alistair Mackintosh
Stadium: Craven Cottage (26,000)
Kit supplier: Adidas, value unreported, expires 2023
Main sponsor: Dafabet, UK£6 million (US$7.6 million), signed 2018, expires 2020
Sleeve sponsor: ICM
2017/18 prize money: Promoted from Championship
Major deals since 2017/18: ICM Capital
What they’ve been up to: Owner Shahid Khan has been linked with an enormous bid to purchase Wembley Stadium, though he has stated that Fulham’s position at Craven Cottage would not be affected.
Huddersfield
Last season: 16th
Owner: Dean Hoyle
Chief executive: Julian Winter
Stadium: John Smith’s Stadium (25,000)
Kit supplier: Umbro, value unreported, expires 2022
Main sponsor: Ope Sports, UK£1.5 million (US$1.9 million) per season, length unreported
Sleeve sponsor: Leisu Sports, value unreported, length unreported
2017/18 prize money: UK£102.4 million (US$132 million)
Major deals since 2017/18: Coco Fuzion, Kenyon Weston, Cedar Court, ISDM, Orchard FM, All My Systems, Kinect, Evolve, Lister Horsfall, Multiflight, Grand Central, SciSports, Bockelkamp Sports Marketing, Easy Fireplace, Goodwin Smith
What they’ve been up to: The club are operating the Huddersfield Hundred – a scheme focused on securing 100 commercial partnership deals per season between businesses and the club.
Leicester
Last season: 9th
Owner: Vichai Srivaddhanaprabha
Chief executive: Susan Whelan
Stadium: King Power Stadium (32,000)
Kit supplier: Adidas, value unreported, length unreported
Main sponsor: King Power, UK£4 million (US$5.1 million) per season, length unreported
Sleeve sponsor: Bia Saigon, value unreported, expires 2019
2017/18 prize money: UK£118.3 million (US$152 million)
Major deals since start of 2017/18: ThaiBev, Vitality, W88, Adidas, Lanes Fine Jewellery, Dafabet, DirectAsia
What they've been up to: Leicester secured a major coup in the wake of the World Cup by agreeing a deal to bring England’s September friendly with Switzerland to the King Power Stadium. Leicester last hosted a Three Lions fixture back in 2003 at former home Filbert Street.
Liverpool
Last season: 4th
Owner: Fenway Sports Group
Chief executive: Peter Moore
Stadium: Anfield (54,000)
Kit supplier: New Balance, UK£300 million (US$390 million), signed 2012, expires 2019
Main sponsor: Standard Chartered, UK£160 million (US$236.1 million), renewal signed 2018, expires 2023
Sleeve sponsor: Western Union, UK£25 million (US$32.1 million), signed 2017, expires 2022
2017/18 prize money: UK£145.9 million (US$188.1 million)
Major deals since 2017/18: Standard Chartered, Wireless Infrastructure Group, Petro-Canada Lubricants
What they’ve been up to: Liverpool’s recent deal with the Wireless Infrastructure Group saw the company install a stadium-wide network at Anfield to give supporters and visitors access to high-quality 4G services in an attempt to up the matchday experience.
Liverpool will be hoping the UK£67 million acquisition of Alisson Becker will finally solve their goalkeeping problem
Manchester City
Last season: 1st
Owner: City Football Group
Chief executive: Ferran Soriano
Stadium: Etihad Stadium (55,000)
Kit supplier: Nike, UK£72 million (US$108 million) signed 2013, expires 2019
Main sponsor: Etihad Airways, UK£400 million (US$652 million) signed 2011, expires 2021
Sleeve sponsor: Nexen Tire, UK£10 million (US$12.9 million) per season, length unreported
2017/18 prize money: UK£149.4 million (US$193.3 million)
Deals since 2017/18: Turtle Beach, Xylem, PAK Lighting, Marathonbet, AvaTrade, SeatGeek, Nexon, Tinder, Barclays, Amazon, Gatorade, Khmer Beverages, Mundipharma, Rexona
What they’ve been up to: The Premier League champions have been pioneers in the esports space over the past year, becoming the first team in English soccer’s top flight to launch a competitive gaming team in China, while they also signed their first esports-specific deal with Turtle Beach. Meanwhile, teasers of City’s first Amazon behind-the-scenes documentary have been shared far and wide on social media, with anticipation building around this month’s release of the eight-part series chronicling their title-winning 2017/18 season.
Manchester United
Last season: 2nd
Owner: Manchester United plc (Majority shareholder – Glazer family)
Managing director: Richard Arnold
Stadium: Old Trafford (75,000)
Kit supplier: Adidas, UK£750 million (US$$1.3 billion), signed 2016, expires 2026
Main sponsor: General Motors, UK£371 million (US$559 million), signed 2012, expires 2021
Sleeve sponsor: Kohler, UK£20 million (US$27.5 million) per season, length unreported
2017/18 prize money: UK£149.8 million (US$193 million)
Major deals since start of 2017/18: Chivas, MoPlay, Melitta, Kohler, Belgium FA, MLILY, PingAn Bank, Cho-A Pharm, Science in Sport, General Sports Authority of Saudi Arabia
What they've been up to: Manchester United Women kick off their inaugural season in 2018/19 competing in the FA Women’s Championship. The club are aiming of gaining promotion to the FA Women’s Super League at the first time of asking.
Newcastle United
Last season: 10th
Owner: Mike Ashley
Managing director: Lee Charnley
Stadium: St James’ Park (52,000)
Kit supplier: Puma, UK£4 million (US$5.2 million) per season, signed 2014, expires 2020
Main sponsor: Fun88, UK£19.5 million (US$25.1 million), signed 2017, expires 2020
Sleeve sponsor: N/A
2017/18 prize money: UK£123 million (US$159.1 million)
Deals since 2017/18: ProgrammeMaster
What they’ve been up to: Not much, given that the club’s ownership issues continue to rumble on. Nothing has come of the Magpies’ much-derided owner Mike Ashley’s promise to sell the club back in October, although undefeated boxing great Floyd Mayweather Jr was linked with a takeover bid in March.
Southampton
Last season: 17th
Owner(s): Gao Jisheng (80 per cent), Katharina Liebherr (20 per cent)
Chief executive: Gareth Rogers
Stadium: St Mary’s Stadium (33,000)
Kit supplier: Under Armour, UK£28 million (US$36 million), signed 2016, expires 2023
Main sponsor: Virgin Media, UK£16 million (US$20.5 million), signed 2016, expires 2019
Sleeve sponsor: Virgin Media, UK£2.4 million (US$3 million), signed 2017, expires 2019
2017/18 prize money: UK£107.2 million (US$137.8 million)
Major deals since 2017/18: Brickhill, Utilita Energy, Unily
What they’ve been up to: After beating Swansea City to narrowly avoid relegation last season, Southampton trolled the Welsh city’s Marriot with a one-star mock-up review on Twitter after the hotel cancelled the club’s rooms before the key clash due to an apparent virus.
Tottenham
Last season: 3rd
Owner: ENIC International Ltd.
Chief executive: Daniel Levy
Stadium: Tottenham Hotspur Stadium (62,000)
Kit supplier: Nike, UK£30 million (US$38.6 million) per season, signed 2017, unreported length
Main sponsor: AIA, UK£175 million (US$225.4 million), renewal signed in 2017, expires 2022
Sleeve sponsor: N/A
2017/18 prize money: UK£144.4 million (US$186 million)
Major deals since 2017/18: Harman, Hotels.com, Beavertown, William Hill, Fun88, Daktronics, Sporting Force, Schneider Electric, Mitel, Mammoth, Healthspan, Leagoo, SCX
What they’ve been up to: The opening of Spurs’ new state-of-the-art stadium has got hearts racing in North London, and in amongst a string of innovative partnerships, a deal with SCX has ensured that the venue will be the first in the UK to be equipped with a retractable pitch.
Spurs didn't sign any players in the transfer window, but at least have a new stadium to look forward to
Watford
Last season: 16th
Owner: Gino Pozzo
Chief executive: Scott Duxbury
Stadium: Vicarage Road (22,000)
Kit supplier: Adidas, unreported value, initial deal expires 2020
Main sponsor: FxPro, UK£9 million (US$11.5 million), signed 2017, expires 2020
Sleeve sponsor: MoPlay, value unreported, length unreported
2017/18 prize money: UK£106.3 million (US$137 million)
Major deals since start of 2017/18: MoPlay, Mullanys Coaches
What they've been up to: Frankly, nothing to report.
West Ham
Last season: 13th
Owner: David Sullivan, David Gold
Vice Chairman: Karren Brady
Stadium: London Stadium (66,000)
Kit supplier: Umbro, UK£20 million, signed 2015, expires 2020
Main sponsor: Betway, UK£40 million (US$52 million), extension signed 2016, expires 2020
Sleeve sponsor: Bassett & Gold, value unreported, length unreported
2017/18 prize money: UK£116.1 million
Major deals since 2017/18: EVA Air, Lagardère Sports
What they’ve been up to: With the well-documented situation regarding the club’s lease to the London Stadium, it was revealed last month that the search for a naming rights partner cost the British taxpayer UK£450,000.
Wolves
Last season: Promoted from Championship
Owner: Fosun International
Managing Director: Laurie Dalrymple
Stadium: Molineux (32,000)
Kit supplier: Adidas, value unreported, expires 2022
Main sponsor: W88, UK£10 million (US$12.6 million), signed 2018, expires 2020
Sleeve sponsor: CoinDeal, value unreported, length unreported
2017/18 prize money: Promoted from Championship
Major deals since 2017/18: Bundled, Wolverhampton Building Supplies, Reech, Silverbug
What they’ve been up to: As part of their recent deal with Bundled, the club – with an increasing Portuguese influence – has launched its own FIFA esports team.
