Sleeve sponsorship has become quite a rage over the past decade and has opened a new door for both clubs and companies to gain a revenue stream and add to the kit aesthetic by vying for arguably the next most important slot for sponsorship on the shirts after torso – the sleeve. Here’s a list of each and every Premier League club and their sleeve sponsors for the 2020-21 season.
ARSENAL : Sleeve Sponsor – Visit Rwanda
Arsenal looped in the Rwandan Tourism Authority as their official tourism partner in 2018 in a three-year sleeve sponsorship deal worth US$40m.
This deal initially brought a lot of criticism upon the Rwandan government and even accusations for investing in a foreign football club from the coffers of the country’s crucial developmental aid. However, the deal has since proved fruitful for both parties, with Rwanda even observing an 8% lift in their tourism numbers.
ASTON VILLA : Sleeve Sponsor – LT
Aston Villa roped in Asian gaming brand LT as their sleeve sponsor and official betting partner in a one-year deal earlier this year in September.
BRIGHTON & HOVE ALBION : Sleeve Sponsor – SnickersUK.com
UK workwear brand Snickers signed as Brighton’s official workwear partner back in 2018; a deal that was further renewed last season.
Apart from sleeve sponsorship rights, the deal sees Snickers UK sponsor the Seagulls’ matchday programme and all live content, along with in-stadia advertising and networking opportunities.
BURNLEY : Sleeve Sponsor – LoveBet
Burnley signed a three-year deal with LoveBet as one of their principal partners in 2019. The Asian betting company serves as both – the principal sponsor and the sleeve sponsor – to the Clarets.
CHELSEA : Sleeve Sponsor – Hyundai
Korean carmaker Hyundai became Chelsea’s official global automotive partner in 2018.
The four-year deal, reportedly worth £50 million (currently US$66.25m), sees Hyundai’s logo placed on the left sleeve of Chelsea’s kit, and grants branding rights across the Bridge.
CRYSTAL PALACE : Sleeve Sponsor – IQONIQ
Fan engagement platform Iqoniq signed on with Palace as their new sleeve sponsor ahead of the 2020-21 season.
The deal sees Iqoniq replace Chinese soccer app Dongqiudi on the left sleeve of Palace’s matchday kits, as well as excusive advertising rights within the club’s home stadium, Selhurst Park.
EVERTON : Sleeve Sponsor – N/A
At the time of writing, Everton do not have a sleeve sponsor, having parted ways with Angry Birds last season. However, they are expected to bring one in before the end of the season.
Fulham : Sleeve Sponsor – ClearScore
The free-of-cost credit report and score provider is the official sleeve sponsor of Fulham since December 2020, a deal that also grants the company in-ground advertising at the club’s home ground, Craven Cottage.
The sponsorship deal is currently set to run until the end of the 2020-21 season.
LEEDS UNITED : Sleeve Sponsor – JD Sports
Leeds signed JD Sports as their official sleeve sponsor ahead of the 2020-21 season.
The British sports-fashion retailer company has its logo branded on the left sleeve of the club’s men’s and women’s kits as well as adult and junior replica kits.
LEICESTER CITY : Sleeve Sponsor – Bia Saigon
Vietnamese beer brand Bia Saigon is Leicester’s official sleeve partner since 2018.
The deal sees the Bia Saigon logo printed on the left sleeves of Leicester’s matchday kits, along with in-ground branding rights.
LIVERPOOL : Sleeve Sponsor – Expedia
Last month, Liverpool announced travel company Expedia as the new sleeve sponsor for their men’s and women’s teams after prematurely parting ways with Western Union, who previously held the position.
MANCHESTER CITY : Sleeve Sponsor – Nexen Tire
Partners since 2015, Nexen and Man City made history three years ago when the Korean tyre manufacturer became the first ever sleeve sponsor for any Premier League club. The two have also engaged in digital content collaborations and promoting football on a grassroots level.
The deal was renewed ahead of the start of 2020-21 season to also include the club’s women’s and esports teams.
MANCHESTER UNITED : Sleeve Sponsor – Kohler
American manufacturing company Kohler was unveiled as Man United’s first ever sleeve sponsor in 2018 in a deal reported to be worth US$26.4m.
The deal sees Kohler’s logo appear on the left sleeve of United’s men’s and women’s kits and also holds Kohler for ‘innovative’ improvements around Old Trafford.
NEWCASTLE UNITED : Sleeve Sponsor – ICM.com
Newcastle United announced FX and CFDs trading platform ICM.com as their official sleeve sponsor for the 2020-21 season in September earlier this year.
SHEFFIELD UNITED : Sleeve Sponsor – Union Standard Group
Australian global multi-asset broker Union Standard Group (USG) became Sheffield United’s principal sponsor in 2019 in a three-year deal reportedly worth US$4.4m per season. USG serves as both – the principal sponsor and the sleeve sponsor – to the Blades.
However, the deal is currently in jeopardy as USG went into administration earlier this year amidst allegations from the Australian Securities and Investments Commission (ASIC) over the firm’s unconscious action towards its customers. In a worst-case scenario, United’s three-year deal with USG could be cut short, with the former left to find a new sponsor.
SOUTHAMPTON : Sleeve Sponsor – Virgin Media
British telecommunications company Virgin Media first signed on as Southampton’s principal sponsors in 2016 in a US$1.5m-a-year deal that saw the Virgin Media logo appear on the front and the left sleeve of the Saints’ matchday kits.
The two parties later revamped their partnership in 2019 with a two-year extension, which would see Virgin Media no longer hold the front-of-shirt branding rights on the Saints’ matchday kits. However, their deal was extended to include the club’s women’s and youth teams, with their logo continuing to feature on the left sleeve of the Saints’ kits.
Tottenham Hotspur : Sleeve Sponsor – cinch
Online used car retailer cinch became Tottenham Hotspur’s first-ever sleeve sponsor in January 2021 in a five-year deal that covers both of the club’s men’s and women’s senior sides. Apart from sleeve sponsorship, cinch also holds in-ground advertising rights at the club’s new home ground, the Tottenham Hotspur Stadium. The two parties also work on several co-branded digital marketing campaigns.
WEST BROMWICH ALBION : Sleeve Sponsor – 12BET
Online bookmaker 12Bet became the first ever sleeve sponsor of West Brom in 2017.
The deal sees the 12Bet logo appear on the left sleeve of the Baggies’ matchday kits and also grants the Asian betting company branding rights inside the club’s home ground, The Hawthorns.
WEST HAM UNITED : Sleeve Sponsor – Scope Markets
Online trading specialist Scope Markets was announced as West Ham’s official trading partner in 2018. The two have collaborated over fan experience activities since then.
Earlier this year, the deal between the two was expanded to include a sleeve sponsorship that would see the Scope Markets logo appear on the left sleeves of West Ham’s matchday kits. The expanded deal is rumoured to be worth around US$1.2m-US$1.6m annually.
WOLVERHAMPTON WANDERERS : Sleeve Sponsor – Aeroset
Wolverhampton Wanderers announced aerospace parts and services provider Aeroset as their new sleeve sponsor in September earlier this year after their US$965k-a-year sleeve sponsorship deal with bitcoin brand CoinDeal expired at the end of last season.
The deal sees Aeroset’s logo appear on the left sleeve of Wolves’ kits as well as across the club’s home ground (Molineux Stadium) and their digital channels.
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