Premier League Shirt Deals Compared | How Much Each Team Earns Per Season

Premier League Commercial Deals

While although the race for the Premier League trophy is usually an intense one, that is not the only place where battle takes place and with each of the 20 clubs possessing plenty of power when it comes to dealmaking, these deals are not only consigned to the arrival of new players.

Because just as big business is carried out between clubs in the top tier of English football, there is also plenty of money that comes their way via commercial deals and sponsorship, and this will be the focus of our latest article.

With shirt sponsorship being such a huge cash cow, it is now time to look at which team straddles the top of this particular Premier League, and which three clubs are also struggling in the relegation zone.

Of course, the simplest way to do that, is by ranking the current Premier League crop in shirt revenue order and if we are to re-arrange the standings, this is how they look from a main sponsorship point of view:

*Annual Revenue in £ millions

Just like on the field of play, Manchester City are top of the shop when it comes to sponsor revenue. With Etihad Airways stumping up £67.5m to see their logo emblazoned on the treble-winners shirts, it is some £17.5m clear of nearest rivals Arsenal and Liverpool.

Big business for the best team both home and abroad and although some will question whether this is a fair market deal, it is hard to argue the validity of such worth when Pep Guardiola’s men are beating all before them.

The Gunners and the Reds have to make do with sharing second, but the new deals that they have recently inked now edge past the Red Devils. Manchester United used to be second themselves when it came to shirt sponsorship value, the £47.5m that they collect only sees them in fourth. 

Unsurprisingly, five of the top six teams are members of the ‘big six’ – rather surprisingly is that the other member Chelsea carries nothing in the way of sponsorship at the time of writing, although that is something that owner Todd Boehly is quickly looking to change. 

PLACE YOUR BETS

Another point of interest is the number of bookmakers and betting sites that sponsor shirts in the Premier League this season and of the 20 teams that compete in the division, seven of those have some form of gambling affiliation.

However, it should also be noted that none of the big six have a bookmaker on their shirt and although there is perhaps the ability to generate a huge amount in sponsorship through this medium, it must be offset against a potential decrease in shirt sales.

Because the top five teams in the list (and Chelsea) will have huge global followings, they will not want to run the risk of offending any parts of their fanbase through religious reasons and this is why betting companies do not adorn any of the big six shirts.

However, the same cannot be said for teams lower down the table and although the likes of West Ham and Fulham have a growing form of global fandom, their worldwide appeal is not on the same scale as the six teams at the top of our list.

This means the seven clubs that have taken main sponsorship in the form of betting, have weighed up the value of that deal versus the potential lack of shirt sales and with the benefits being more than the negatives, a lucrative contract has been subsequently signed.

Of course, it should not be forgotten that even the betting companies are blown out of the water when it comes to the biggest sponsorship deals and with West Ham’s partnership with Betway being worth 75% less than that of Tottenham’s with AIA, you can get a sense in the change of scale.

At the same time, we cannot forget Newcastle’s positioning on the list. The Magpies had a lengthy search when it came to trying to find a new sponsor but it is fair to say that it was worth the wait. Saudi-based Sela have come in with £25m a year to be the principal partner.

Again, there have been questions regarding fair marker value and it seems as if Newcastle have been clever to not try and upset the rest of the Premier League by receiving an inflated fee. Should the Magpies’ success continue up the table, that figure may increase with it. 

WEAR IT ON YOUR SLEEVE

While although the table above accounts for the main sponsors that you see week in and week out, there has been a change in the marketing game over the past couple of seasons and that comes in the shape of sleeve deals.

Now further space has been found for companies to adorn their logos and if there is space to be found, there is also money to be made at the same time, Which means once again, we can see who is at the top and who is straggling towards the bottom: 

*Annual Revenue in £ millions

Of the 20 teams that currently ply their trade in the Premier League, 18 of them have a sleeve sponsor and only Sheffield United have no sleeve sponsor to back up what is on the middle of their shirt. While Chelsea have decided to take no shirt sponsorship at all.

It is a Manchester lockout as far as sleeve sponsorship is concerned. Both sides of the city are earning an additional £20m a year to just have some additional branding on their shirts, as OKX and DXC Technology pay for the pleasure.

As before it is the big six members who have locked out the top five places in the table, the two North London rivals may have been split in terms of league places last season, there is nothing to split the £10m that Tottenham and Arsenal earn from Cinch and Visit Rwanda respectively.

While Liverpool are also taking home an additional £10m to allow Expedia to stamp their logo on the famous red sleeves. Not much more than Newcastle and the £7.5m that they are now annually receiving from Noon.

From there, it is a considerable step change from Newcastle downwards. The Magpies earning £7.5m, the next four clubs in the list are making just £2m each – only just surpassing the Tyneside team when totalled together. 

To get a better idea of scale between the have and have nots in the Premier League, you only need to look at the three teams that were promoted and with Sheffield United taking on none, both Burnley and Luton are in the £1m or less category for their own sleeve sponsors. 

COMBINED FORCES

This means now we have both the data for shirt and sleeve sponsorship, it is time to look at what it looks like when combined together and in doing so, we can get a truer idea in terms of the financial giants of the Premier League.

*Annual Revenue in £ millions

As we can see, it is Manchester City who are clear at the top and at £87.5m in shirt/sleeve sponsorship alone, it is £20m more than that of Manchester United in second. While Liverpool, Arsenal and Tottenham all receive over £50m themselves.

While the gap between teams that are part of the big six and outside of it, is almost a chasm when you look at the difference between Liverpool and Newcastle and even though the latter won reached this season’s Champions League, they still earn £17.5m less than their Anfield counterparts per year.

Towards the bottom, we must overlook Chelsea’s commendable decision to not take any sponsorship and instead highlight Luton instead. With the Hatters earning just £2m when it comes to shirt/sleeve revenue, it is nearly 44 times less than Manchester United’s total.

Towards the bottom, we must overlook Nottingham Forest’s commendable decision to not take any sponsorship and instead highlight Luton. With the Hatters earning just £2m when it comes to shirt/sleeve revenue, it is some 44 times less than Manchester United’s total.

THE KIT MAKERS

Although clubs may not decide to take on shirt sponsorship, they will of course partner up with the companies that make the shirts and this is where the big business is conducted:

**Annual Revenue in £ millions

Businees that is huge for as far as Manchester United are concerned. The Old Trafford outfit recently penned a £900m deal with Adidas over the next 10 years – this equates to an additional £90m annually. 

Some £25m more than Puma’s crown jewel Manchester City, the Etihad outfit may be the best team in the land but they may have to go back to the sportswear giants and ask for a bit more when they see what their nearest neighbours are now earning. 

Of course, this is where Chelsea finally start to recoup some money. The Blues may not have a sponsor at present, but they do receive £60m a year from Adidas and this goes some distance towards absorbing that lost revenue.

The same figure that Nike give to Chelsea, Adidas give to Arsenal and this is twice the amoiunt that Liverpool and Tottenham receive from Nike themselves. If you are a member of the big six, this is a license to print money.

A license that Newcastle are yet to receive, they may have finished in the top four last season but they only get £5m a year from Castore. However, this is reportedly the last year of the deal and a switch to Adidas and the riches that come with it are expected to follow. 

CONCLUSION

When you look at what clubs receive from two sponsorship elements alone, you can see just how much money is generated through the Premier League. Add broadcast and matchday revenues to the mix as well and you can quickly understand why this is the richest domestic league in the world.

Data from http://www.sportingintelligence.com/finance-biz/

Data Correct as of 25th August 2023

Methodology

This article was written and fact-checked by Dan Tracey, sports data scientist, Edited and Published by Steve Madgwick

Every effort goes into presenting correct information in this regularly updated content.

Source of Data: SportsProMedia

Data Correct as of 25th August 2023