There are 20 Premier League teams in the UK being sponsored by various global clothing brands and casino companies, but sponsorships may change. In this article, we’re going to look at the latest sponsorships of UK football clubs.
There are currently eight clothing brands, which are Nike, Adidas, New Balance, Umbro, Puma, Errea, Kappa, and Under Armour. Adidas is the main clothing sponsor and currently supplies six teams – Manchester United, Watford, Leicester City, Wolverhampton Wanderers, Sheffield United, and the latest acquisition, Arsenal, who recently switched sponsors from Puma.
Umbro sponsors four teams – Bournemouth, Everton, West Ham United, and their latest addition, Burnley, who is also switching from Puma.
While Puma lost Arsenal and Burnley to Adidas and Umbro, respectively, they still sponsor three teams. Puma retains Crystal Palace and Newcastle, and also secured a new multi-year partnership with Manchester City, the reigning champions, and several smaller clubs that belong to the City Football Group.
The American apparel brand Nike supplies three Premier League teams, which are Chelsea, Tottenham, and Brighton & Hove Albion – this means that Nike sponsors two traditional clubs, and also last year’s top six, which puts them evenly with Adidas.
New Balance, Under Armour, Erreà and Kappa each sponsor only one team.
Along with apparel brands, gambling companies have been a long time favourite of football clubs when it comes to sponsorships. In the Premier League, 10 out of 20 clubs will feature a gambling company logo on their shirts – that’s two additional teams this year.
Burnley switched from Laba360 to W88, and Casumo online casino recently partnered with Reading FC. One thing to note is that while none of the traditional top six clubs actually display gambling logos on their apparel, all football clubs partner with gambling companies. This is because gambling companies generally offer better deals to smaller clubs, and big clubs have a lot of options to choose from.
Overall, Premier League clubs could possibly earn a record £349.1m from sponsorship deals this upcoming season, which is a rise of 10% compared to the 2018-2019 season. In the Championship, 17 out of 24 clubs have agreed to display gambling company logos.
This hasn’t come without some concern, as critics suggest that an increased display in gambling promotion could be detrimental to young football fans. The Labour party’s deputy leader, Tom Watson, said that the party would ban gambling companies from football shirts, if the party came into power.
“Less than a year ago, we were told by the gambling industry that they are committed to reducing the amount of advertising in football. We were told that we are facing a ‘watershed moment’ in which they would strive to provide an ever safer gambling environment.
“These are their words, not mine. But it is impossible to take these words in good faith when we are actually seeing an increase in gambling advertising around matches.
“The time for warm words is over. Either the industry is going to act in good faith, or we will need stricter regulation of gambling advertising – starting with a ban on football shirt sponsorship.”
While there are many European-based gambling companies sponsoring UK football clubs, an interesting thing to note is that just are many are Asian gambling companies. This includes Fun88, M88, and W88, who sponsor Newcastle United, Bournemouth, and Wolverhampton Wanderers, respectively.
Premier League clubs stand to earn a record £349.1m from shirt sponsorship deals in the coming season, a rise of more than 10% compared to £315.6m in 2018-19.
While gambling companies are a large part of UK football club sponsorships, the most lucrative sponsorship deals are coming from global brands. Manchester United has the highest sponsorship value, with a £64m deal from US-based car manufacturer, Chevrolet. Manchester City comes in 2nd with a £45m deal from UAE-based airline Etihad, and Arsenal also has a £40m deal with Fly Emirates, another UAE-based airline.