Skip to main content

"If you want some accessible but informative insight into football then I suggest you couldn't do better than the Political Economy of Football website, which is not only intelligible but comes with the added bonus of being written by Addicks fan Wyn Grant."
Ben Hayes - Charlton Athletic programme

Shirt Sponsorship


Shirt sponsorship deals break through £200m barrier

Thanks to new deals at Chelsea and Liverpool, Premier League shirt sponsorship deals have broken through the £200m barrier for the first time.   The total value of all deals is now £218.65m.  This is over twice the value of all deals in the German Bundesliga.

Bulls revival

Leading football journalist David Conn provides an interesting account of the revival of Hereford United as Hereford FC. They have sold a thousand season tickets which is well above the norm for the level of non-league football they are now at.   A recent away game at Malvern Town broke their attendance record with over 2,000 present.

New shirt sponsor for Sunderland

Dafabet are to be the new shirt sponsors for Sunderland.   The main markets for the eGaming company are in Asia and the UK.

Until the end of last season, they were the main shirt sponsors for Aston Villa.   They are also shirt sponsors for Blackburn Rovers.

Which teams get the big sponsorship money?

There is a lot of detailed and interesting information in this report from Forbes about which clubs get the big sponsorship money and how the picture is changing.

The biggest source of revenue is shirt sponsorship (or jersey sponsorship as this report calls it).   That is followed by stadium naming rights which have become an increasingly lucrative source of revenue.  

Big shirt sponsorship deal for Chelsea

Chelsea have secured the second biggest shirt sponsorship deal in English football history.   They have agreed a contract worth £40m a year with the Yokohama Rubber Company to start next season.  The club regards it as another important step towards being self-financing and compliant with financial fair play rules.

Barcelona in best economic position in history

Barcelona president Josep Maria Bartomeou has claimed in an interview with the Financial Times weekend magazine that Barcelona are in the best economic position in their history.   Annual revenues have tripled in a decade to €530m.   Only Real Madrid does better with €604m.

Barca probably have the lowest average ticket prices of any of the top 15 clubs in Europe.  However, after eschewing commercial shirt sponsorships for many years, it is now highly reliant on the €30m a year it gets from its Qatari shirt sponsor.

No more Wonga at Blackpool

Wonga is to end its shirt sponsorship at Blackpool after five years.   The Championship strugglers may not find it easy to attract a new sponsor.

The payday lending sector has been hit hard by a tightening of regulations, although, as a market leader Wonga is expected to survive while other firms cease trading.   Its sponsorship of Newcastle United will continue, although its name is being removed from children's kits.

West Ham sponsors go bust

West Ham's sponsors Alpari have gone bust after turmoil in the foreign exchange markets following a change of policy on the Swiss franc.   They sponsored both the shirts and one of the main stands in a deal worth £3m a year.

Big variation in kit sponsorship revenues

Sports Direct have produced an interesting set of graphics which show just how big the variation is in the value of Premier League kit sponsorships (although five clubs have managed to keep the details quiet).   They also provide information on European and international kit deals.

Shirt sponsor deals increase in value

Shirt sponsorship deals in the Premier League have increased to a record £191m in 2014-15.  For example, Hull City recently concluded a deal with 12BETuk which is worth a seven figure sum and is the largest in the club's history.

However, only six clubs have deals worth more than £10m and the other fourteen clubs have raised a combined sum that is less than that of Manchester United.   Placed in the context of overall Premier Legaue revenues, the global sum is a relatively small one, although still a valuable source of revenue.