The 2023/24 Premier League seasons kicks off on Friday night as champions Manchester City travel to newly promoted Burnley. As the new season arrives, so too do a number of Premier League shirt sponsors. In this article, we look at the main shirt sponsors of the 20 Premier League clubs in the 2023/24 season – a mix of new entrants and established, long-term football sponsorship spenders.
To find out about Premier League sponsorship opportunities, get in touch with the SportQuake team.
Why do brands sponsor Premier League front of shirts?
The Premier League is the biggest league in the world, with an annual audience of 3.2bn viewers, providing brands with an always on, global marketing platform to promote their brand to the world.
Each club has number of different sponsorship opportunities, of which front-of-shirt sponsorship is the most effective in driving global brand awareness, with logo placement on the front of all team playing kit at 38 games per season driving huge exposure for investors.
Alongside this key branding position comes a host of additional rights to drive additional sustained awareness both on and off match days, including LED perimeter advertising, interview backdrop logo placement, social & digital rights, player access, VIP hospitality & signed partner merchandise / kit.
How much is Premier League shirt sponsorship?
The investment required for brands to buy Premier League shirt and kit sponsorship ranges, depending on the team, inventory mix and rights package. For the leading global super clubs (e.g. Manchester United, Manchester City, Liverpool), shirt sponsorship alone costs approximately $50-70m per annum. For other challenger clubs in the league, the cost of Premier League shirt sponsorship ranges from around $5m to $15m per annum.
How does football kit sponsorship work?
Premier League shirt sponsorship is one of the most sought after assets that brands can buy, due to the huge global brand awareness it delivers for sponsors.
As a shirt sponsor, a brand’s logo will appear on the front of all partner playing shirts, making them a key part of that team’s visual identity and a main presence on match days throughout a season.
The length of Premier League shirt sponsorship varies, from one season to multi-year deals. Due to it’s success, Premier League shirt sponsorship deals are often renewed multiple times. For example, see details on Arsenal & Emirates (the Premier League’s longest ever shirt sponsorship) below.
2023/24 Premier League Shirt Sponsors
Arsenal
Shirt Sponsor – Emirates Airlines
Emirates is an international airline based in Dubai. Over the past 20 years, the airline has become one of the most prominent in the world, in part due to the company’s extensive sports sponsorship investment. The brand are currently Arsenal shirt sponsor and stadium naming rights partner, Real Madrid shirt sponsor and AC Milan shirt sponsor.
Airline Football Sponsorship
Football sponsorship has become a key marketing platform to drive long-term global brand awareness. As of 2023, global airline investment in sports sponsorship exceeds £800m per year, with the world’s leading carriers, including Emirates Airlines, Etihad Airways and Delta Airlines all investing large amounts to align with leading sports properties.
About Emirates’ Sponsorship of Arsenal
Emirates’ sponsorship of Arsenal is the longest running shirt sponsorship in Premier League history. Last week, the latest renewal of the partnership was announced, ensuring it will continue until at least 2028.
Aston Villa
Shirt Sponsor – BK8 Online Sportsbook & Casino
BK8 is an online gaming and entertainment platform that offers a range of experience, including casino games, sports betting, slots and other interactive gaming experiences.
Online Betting Football Sponsorship
Online betting and football sponsorship has become intertwined in modern sports marketing. This is no different in the 2023/24 Premier League, with 35% of shirts sponsored by online betting brands. Online betting brands invest in Premier League shirt sponsorship for a variety of reasons, commonly linked to driving brand awareness, credibility and user acquisition / retention across key markets.
About BK8’s Sponsorship of Aston Villa
BK8 have signed a three-year deal with Aston Villa, making the brand the club’s shirt sponsor until the end of the 2025/26 season. There is good reason for this. With incoming new government legislation, online betting brands will no longer be able to be Premier League shirt sponsors from the start of the 2026/27 seasons. They will, however, still be able to be sleeve, training wear, stadium naming rights and global partners at Premier League teams.
Bournemouth
Shirt Sponsor – Dafabet
Dafabet is an online gaming company that offers a wide range of services, including casino games, sports betting, poker and more. It has a long history of investment in sports sponsorship.
About Dafabet’s Sponsorship of Bournemouth
The 2023/24 season will be Dafabet’s second season as Bournemouth’s shirt sponsor. The brand have a long history of Premier League shirt sponsorship, including the likes of Sunderland (2015-2018), Norwich City (2019-2021) and Aston Villa (2013-2015). The brand have also invested in sports sponsorship beyond football, including cricket (Durham & Sussex T20 shirt sponsor), snooker (Masters tournament) & esports (Fnatic main sponsor).
Brentford
Shirt Sponsor – Hollywoodbets
Hollywoodbets is a South African-based betting company that offers various forms of sports betting and gambling services.
About Hollywoodbets’ Sponsorship of Brentford
Hollywood Bets have been Brentford’s shirt sponsor ever since their arrival in the Premier League. The South African online betting brand partnered with The Bees to help drive their expansion into the UK market in 2021.
Brighton
Shirt Sponsor – American Express
American Express is a global financial services company with a long history and a diverse range of products and services. Within the UK, the brand have been headquartered in Brighton since 1977, making their association with Brighton and Hove Albion a natural fit.
Financial Services and Football Sponsorship
Football (and wider sports) sponsorship has become a key marketing platform for the world’s leading multi-market financial service brands to communicate with audiences across the globe. Within the Premier League, leading brands, including Standard Chartered, Barclays & AIA. hold long-term, high-profile partnerships, using the strategy to reach fans year after year.
About Amex’s Sponsorship of Brighton
Amex have been Brighton’s main sponsor since 2013, with the partnership also including stadium naming rights (the Amex Stadium) & training wear. In addition to their partnership with Brighton, other high-profile sports sponsorships include PSG (football), US Open (tennis), Wimbledon (tennis), Fornite (esports) and Utah Jazz (basketball).
Burnley
Shirt Sponsor – W88
W88 is a leading brand within the online gaming sector.
About W88’s sponsorship of Burnley
This will be the first season that W88 sponsor Burnley, as the Clarets return to the Premier League after a title-winning season in The Championship. Previously the Asian online betting brand have sponsored Aston Villa, Wolves, Crystal Palace and Fulham.
Chelsea
Shirt Sponsor – No sponsor
About Chelsea’s Shirt Sponsorship
Chelsea are yet to find a shirt sponsor, following the end of their multi-year contract with telecommunications brand Three. The London-based club are still in the market, with reports indicating that they will imminently announce a new partnership, worth an estimated £40m per season.
Crystal Palace
Shirt Sponsor – Cinch
Cinch is a used car marketplace. Launched in 2019, the brand has experienced a meteoric rise with a huge nationwide UK marketing effort including TV, radio, OOH & sports sponsorship.
About Cinch’s Sponsorship of Crystal Palace
Crystal Palace’s shirt sponsorship is just one of a wider commitment to sports sponsorship by Cinch. The automotive marketplace’s partner list also includes Tottenham Hotspur (sleeve sponsor), England Cricket (shirt sponsor), LTA (lead partner), Northampton Saints (stadium naming rights and shorts sponsor).
Everton
Shirt Sponsor – Stake.com
Stake.com are a crypto casino and sports betting platform. Founded in 2017, the brand is one of the leaders in their sector, with over 30bn transaction per year accounting for 5% of bitcoin transactions worldwide. Since 2021, Stake have invested heavily in sponsorship as a means to drive awareness of their product across the world.
Stake’s Sponsorship of Everton
Stake.com’s partnership with Everton is not their first foray into Premier League shirt sponsorship. Prior to this, the Australian online casino were the shirt sponsor to Watford FC during the 2021/22 season. The brand have an extensive sponsorship portfolio across F1, UFC & entertainment.
Fulham
Shirt Sponsor – SBOTOP
SBOTOP is an Asia-based betting company that offers various forms of sports betting and gambling services.
About SBOTOP’s Sponsorship of Fulham
This will be the first year that SBOTOP partner with Fulham. Prior to this, the Asian online betting brand were a shirt sponsor of Leeds Utd.
Liverpool
Shirt Sponsor – Standard Chartered
Standard Chartered are a British multinational bank who predominantly operate in Asia, Africa and the Middle East.
About Standard Chartered’s Sponsorship of Liverpool
Standard Chartered have been Liverpool’s shirt sponsor since 2009 (the second longest Premier League shirt sponsorship deal after Emirates & Arsenal). The partnership has coincided with a prosperous time for the club, with Standard Chartered a key part of Liverpool’s identity as they have lifted the Champions League & Premier League.
Luton Town
Shirt Sponsor – Utilita
Founded in 2003, Utilita is a UK-based gas and electricity supplier. The brand have approximately 800,000 customers in the country, accounting for 2.6% of the domestic market.
Utilita’s Sponsorship of Luton Town
Utilita have been a sponsor of Luton Town since 2015 and The Hatters shirt sponsor since 2022. As the club prepare to play in the Premier League for the first time in their history, their 2023/24 partnership with Utilita marks a record-breaking deal for the club. In addition to Luton, Utilita have a wider football sponsorship portfolio, including Brentford, EFL and Rangers.
Manchester City
Shirt Sponsor – Etihad Airways
Founded in 2003, Etihad Airways is the national carrier of the United Arab Emirates. The company are just one of a number of Middle Eastern airlines sponsoring high-profile properties in sport, alongside the likes of Emirates, Qatar Airways and Oman Air.
About Etihad’s Sponsorship of Manchester City
Etihad have been the shirt sponsor & stadium naming rights sponsor of Manchester City since 2009. They are one of a number of global airlines to invest in sports sponsorship, with total sector investment in sports sponsorship surpassing $900m in 2023.
Manchester United
Shirt Sponsor – TeamViewer
TeamViewer is a computer software company, enabling users to remotely access and control computers and other devices.
Computer Software and Football Sponsorship
The world’s leading computer software businesses have a long-history of investment in football sponsorship, including Microsoft & Real Madrid, DXC & Manchester United and SAP & Bayern Munich. Integration is a key part of these partnerships, with a brand’s product integrated into the day-to-day running of a club to showcase it’s capabilities to a global audience.
About TeamViewer’s Sponsorship of Manchester United
TeamViewer have been Manchester United shirt sponsor since 2021. As a primarily B2B company, the brand integrate their software throughout the club, leading a digital upgrade of The Red Devils in an effort to bring their global fanbase even closer to the club over the coming years.
Newcastle United
Shirt Sponsor – Sela
Sela is a Saudi Arabian real estate company owned by the Public Investment Fund (the same group that owns Newcastle). The company specialise in developing sports, entertainment and leisure facilities in Saudi Arabia.
Real Estate & Football Sponsorship
Sela’s Sponsorship of Newcastle
This will be Sela’s first foray into Premier League sponsorship. As the club return to the Champions League for the first time since 2002/03, the partnership marks a sizeable financial increase from their previous shirt sponsorship with Fun88, with The Magpies set to earn a reported £25m per annum.
Nottingham Forest
Shirt Sponsor – Kaiyun Sports
Kaiyun Sports is an Asian online betting platform. The partnership marks the latest move in Kaiyun’s expanding European football sponsorship portfolio, following collaborations with Real Madrid and Inter Milan.
Industry
Online Betting
About Nottingham Forest’s Shirt Sponsorship
Nottingham Forest’s partnership with Kaiyun Sports bring a year-long search for a front of shirt partner to an end. In a rare move for a Premier League team, the club did not have a shirt sponsor for the entirety of the 2022/23 season.
Sheffield United
Shirt Sponsor – CFI
CFI Financial is an award-winning online trading provider. They are one of a number of online trading brands who have invested in European football shirt sponsorship, alongside the likes of FBS, FXPro and Plus500.
Industry
Financial Services
About CFI’s Football Sponsorship History
CFI have a history of investment in football. Prior to partnering with Sheffield United, the brand aligned with Pep Guardiola as their global brand ambassador. The iconic Manchester City manager is the face of brand campaigns, including TVC and all online marketing efforts.
Tottenham Hotspur
Shirt Sponsor – AIA
AIA is a Hong Kong-based insurance and finance corporation. It is the largest publicly listed life insurance group in Asia-Pacific, with a presence in 18 countries across the region.
Industry
Financial Services
About AIA and Spurs Sponsorship
Tottenham continue their long-running shirt sponsorship with AIA in the 2023/24 season. The partnership was launched in 2013, with extension in 2017 and 2019. The North London side have a long list of global sponsors but are still searching for a stadium naming rights partner, following their move to the Tottenham Hotspur Stadium in 2019.
West Ham
Shirt Sponsor – Betway
Betway is an online betting brand. The brand is a long-term shirt sponsor of West Ham, having sponsored the East London club since 2015. The partnership is part of a wider global sports sponsorship strategy.
Industry
Online Betting
About Betway’s Sports Sponsorship
Betway have a long history of sponsorship across global sport. Their current portfolio includes Atletico Madrid, Eintract Frankfurt, Schalke, Brighton, Cricket South Africa, Major League Cricket, NHL & NBA.
Wolves
Shirt Sponsor – Astropay
Astropay is a financial services provider offering online payments, prepaid cards and international payments.
Industry
Financial Services
Did You Know?
The 2023/24 season will mark AstroPay’s second season as shirt sponsor of Wolves. The brand previously sponsored Burnley FC & Newcastle United in the league.
Looking to find out more about Premier League shirt sponsorship and how it could help your brand? Get in touch with the SportQuake team to find out more.