Anshuman JoshiSponsors are not only a massive revenue source in football, but also a determining factor in the aesthetic of a club’s jerseys and the legacy that may or may not follow. Here’s a list of each and every Premier League club and their principal sponsor for the 2022-23 season.
Also Read – Premier League clubs and their sleeve sponsors for 2022-23 season
ARSENAL
Principal Sponsor: Emirates
Arsenal first struck a deal with UAE flag carrier airline Emirates back in 2006. Twelve years later, in February 2018, they extended their partnership to at least another five years in a deal expected to be in excess of £200 million.
The Emirates logo holds household recognition among staple football fans, with the text “Fly Emirates” (now “Emirates – Fly Better”) emblazoned across the kits of many famous football clubs. The likes of AC Milan, Real Madrid, Chelsea, Paris Saint-Germain and Hamburger SV have had sponsorship deals with Emirates at some point in time.
Also Read – Arsenal Sponsors 2022-23
ASTON VILLA
Principal Sponsor: Cazoo
Aston Villa added Cazoo as their new Principal Partner in a two-year deal reportedly worth £12 million in June 2020. The London-based online car retailer replaced Asian betting company W88 as the front-of-shirt sponsor for the Villains’ matchday kits.
Cazoo was confirmed as Villa’s principal front-of-matchday-shirt sponsor for a third year running ahead of the 2022-23 season.
Also Read – Aston Villa Sponsors 2022-23
BOURNEMOUTH
Principal Sponsor: Dafabet
Based in Makati, the Philippines, online gambling company Dafabet was announced as a Principal Partner and the front-of-matchday-shirt sponsor of Bournemouth’s men’s team in June 2022 on a two-year deal.
As per the deal, apart from branding rights, the deal also entails Dafabet contributing to the club’s corporate social responsibility (CSR) initiative by making a “financial donation to the Club’s Community Sports Trust to support projects that help get adults into work”.
Also Read – AFC Bournemouth Sponsors 2022-23
BRENTFORD
Principal Sponsor: Hollywoodbets
The South African betting firm first signed a two-year deal with the Bees as their Official Betting Partner in November 2020 in an attempt to expand into the British market. The deal granted Hollywoodbets back-of-shirt branding rights on the club’s matchday kits, right below the kit number.
In July 2021, Brentford FC extended this partnership in a new two-year agreement to make Hollywoodbets their Official Principal Partner, granting the betting firm front-of-shirt sponsorship rights for their men’s first-team and B-team matchday kits as well as all adult replica shirts.
In January 2022, it was reported that Hollywoodbets had expanded its partnership with Brentford FC to also become the front-of-shirt sponsor for their training and pre-game apparel as well as the feature on the uniform of the technical staff.
Also Read – Brentford Sponsors 2022-23
BRIGHTON & HOVE ALBION
Principal Sponsor: American Express
New York-headquartered American multinational financial services corporation American Express (or Amex) has been the biggest and long-standing partner of Brighton & Hove Albion (for over a decade). The two first came together in 2010 with a naming rights deal for the club’s stadium, which was expanded with a kit sponsorship agreement in 2013 in a deal reportedly worth £1.5 million per season.
The two parties further extended their partnership in August 2019 with a 12-year extension in an enhanced deal reportedly worth north of £100 million.
Amex has been a veritable contributor to the Brighton community. It has its UK headquarters located in Brighton and is one of the largest private sector employers in the region. The Brighton & Hove Albion deal strengthens its association with the city and grants the company naming rights across the club’s women’s and disability squads in a bid to encourage diversity and inclusion within the community.
Also Read – Brighton & Hove Albion Sponsors 2022-23
CHELSEA
Principal Sponsor: Three
The Reading-headquartered British telecom company was roped in by Chelsea in an initial three-year deal as one of their Principal Partners in January 2020, which has seen Three’s “3” logo emblazoned on the front of the Chelsea matchday shirts since “Project Restart”, which was the name dubbed to the remainder of the 2019-20 Premier League season that was played out after the game had come to a halt due to the first COVID lockdown in the UK.
The deal came at the back of the previous principal sponsor, Yokohama Tyres, taking on a lower-tier partnership with the club.
The current deal with Three ropes in an amount comparable to the £40 million in revenue that Chelsea were collecting every year from their previous principal sponsorship deal with Yokohama Tyres. The deal also sees Three oversee 5G signals enabled within Stamford Bridge, one of Chelsea’s home grounds.
In March 2022, Three reportedly suspended the Chelsea partnership after the club’s then-owner, Roman Abramovich, was sanctioned by the UK on the back of Russia invading Ukraine. Three’s branding, however, kept featuring across Chelsea assets—including their matchday shirts. In June 2022, the telecom company confirmed that it had resumed its marketing activities pertaining to its partnership with Chelsea after a Todd Boehly-led consortium purchased the club.
Also Read – Chelsea Sponsors 2022-23
CRYSTAL PALACE
Principal Sponsor: cinch
The Farnham, Surrey-based British online car retailer was announced as the front-of-shirt sponsor for Crystal Palace’s matchday and training shirts in May 2022, with the multi-year deal kicking off with the start of the 2022-23 season.
The cinch agreement covers both the senior and youth setups (both men’s and women’s) of the club.
Also Read – Crystal Palace Sponsors 2022-23
EVERTON
Principal Sponsor: Stake.com
The Curaçao-headquartered online crypto casino and sports betting platform was announced as Everton’s principal front-of-matchday-shirt sponsor with the start of the 2022-23 season in June 2022, as part of a “club-record main partner agreement” that marked the most expensive shirt-sponsorship deal in Everton’s history.
Also Read – Everton Sponsors 2022-23
FULHAM
Principal Sponsor: W88
The global online betting company was announced as Fulham’s front-of-matchday-shirt sponsor and a Principal Partner in July 2022 in a deal covering both their men’s and women’s first teams and set to run until the end of the 2022-23 season.
Also Read – Fulham Sponsors 2022-23
LEEDS UNITED
Principal Sponsor: SBOTOP
Betting company SBOTOP signed a Principal Sponsorship deal with Leeds United in August 2020 in what was considered the largest commercial deal in the club’s history, making SBOTOP the front-of-shirt sponsor of the team’s matchday kits.
Also Read – Leeds United Sponsors 2022-23
LEICESTER CITY
Principal Sponsor: FBS
The global online trading company was announced as the new Official Principal Partner of Leicester City in a “record” deal in May 2021, becoming the front-of-shirt sponsor for their matchday kits on a three-year deal, replacing King Power.
Leicester City debuted the FBS-fronted kit on the final matchday of the 2020-21 Premier League season.
Also Read – Leicester City Sponsors 2022-23
LIVERPOOL
Principal Sponsor: Standard Chartered
Standard Chartered has been the Main Partner of Liverpool Football Club since 2010. The London-headquartered British multinational banking and financial services company has seen its logo front the Reds’ matchday kits for over a decade. Their current deal is reportedly worth around £40 million per annum.
In May 2018, Liverpool and Standard Chartered penned an extension which saw a £10m increase over the previous annual revenue, with the partnership set to run until the end of the 2022-23 season.
In July 2022, the two announced further extension of their partnership, with the deal now set to run until the end of the 2026-27 season. The new agreement also covers the senior women’s team of the club.
Standard Chartered has enjoyed a fruitful global exposure while working with Liverpool FC, engaging over 37 million people across the club’s platforms, and featuring the club legends of present and past times in its promotional collaborations with the club.
Also Read – Liverpool Sponsors 2022-23
MANCHESTER CITY
Principal Sponsor: Etihad Airways
Etihad Airways, the Abu Dhabi-headquartered UAE flag carrier, became the principal sponsor of Man City in 2011, acquiring not only the front space of the club’s kits but also the right for the name of their stadium; what was then called the City of Manchester Stadium came to eponymously be called the Etihad.
Man City’s decade-long deal with Etihad Airways went into its final year ahead of the 2020-21 season. Reportedly worth £67.5 million per year, the deal brought about a new outlook to the way sports sponsorship deals are made and scrutinised.
The Etihad deal has undoubtedly been fundamental in the turn of fortunes Man City have had over the last decade. When the deal came into being, the club were just being touted as the next big prospect. Ten years later, they have to their name several Premier League titles, the League Cups and the FA Cups, looking forever upwards. The Man City footballing campus has also been revamped — from the area surrounding the stadium to the new training complex.
The finances of the Etihad deal have always been under major scrutiny. In 2020, the City owners faced an infamous legal battle against UEFA, who had accused them of illegally putting money into the club’s coffers, with their fingers pointing to Etihad as one of those sponsorships. While City manage to swat away the allegation, it doesn’t change the fact that the Etihad deal remains shrouded in controversy, with the details regarding the length of contract and annual revenue generation of the current deal between the two parties remaining undisclosed.
In February 2023, the Premier League released a statement via which it brought against Man City several charges of breaches of its financial rules between 2009 and 2018. At the time of writing, the matter remains open and unresolved.
Also Read – Manchester City Sponsors 2022-23
MANCHESTER UNITED
Principal Sponsor: TeamViewer
The Göppingen-headquartered German tech company was announced as Man United’s new Principal Partner in March 2021. Starting with the 2021-22 season, TeamViewer replaced Chevrolet as the front-of-shirt sponsor for Man United’s matchday kits.
The deal, reportedly worth £235 million and covering both the men’s and women’s sides of the club, was initially set to run until the end of the 2025-26 season. In December 2022, however, Yahoo! Finance reported that the two parties had agreed to mutually cut short the shirt-sponsorship agreement, with Man United buying back the shirt-sponsorship rights and actively looking for a new party to take up that role.
Yahoo! Finance also reported that, despite losing the Man United shirt sponsorship, TeamViewer would continue as an Official Global Partner of the club until 2026.
Also Read – Manchester United Sponsors 2022-23
NEWCASTLE UNITED
Principal Sponsor: Fun88
Chinese sports betting firm Fun88 has been Newcastle United’s principal kit sponsor since 2017 — a deal that has seen Fun88’s logo emblazoned at the front of their matchday and training kits. The two last renewed their partnership in a “long-term” agreement in July 2020 in a deal reportedly worth £6.5 million annually.
Also Read – Newcastle United Sponsors 2022-23
NOTTINGHAM FOREST
Principal Sponsor: UK for UNHCR
After going without a principal-front-of-matchday-shirt sponsor before the Qatar World Cup break during the 2022-23 season, Nottingham Forest announced in December 2022 that the British arm of the United Nations High Commissioner for Refugees (UNHCR), UK for UNHCR, would be filling that role for the rest of the 2022-23 season in a deal officially kicking off on January 1, 2023.
According to the official press release on the UK for UNHCR website on the matter, the agreement is aimed to serve as a “sign of solidarity for families who have lost everything to conflict and persecution”.
Also Read – Nottingham Forest Sponsors 2022-23
SOUTHAMPTON
Principal Sponsor: Sportsbet.io
Cryptocurrency-based online sports betting platform Sportsbet.io was announced as Southampton’s principal sponsor ahead of the 2020-21 season, in August 2020, after their previous deal with Chinese brand LD Sports was cut short.
Described as a sports content, marketing and entertainment platform in China, LD Sports had signed a club-record three-year deal reportedly worth £7.5 million annually with the Saints in May 2019. It is reported that LD Sports decided to walk away from the deal amidst rising political tensions between China and the UK.
The Sportsbet.io front-of-shit sponsorship was extended in April 2021 in a three-year deal to run until the end of the 2023-24 season, with the club holding the option for their performance-based addons to be paid in Bitcoin.
In September 2022, the two parties jointly opened a fan bar called “Saints Social Club”, which was reportedly funded by “a first-of-its-kind Crypto Fan Fund”.
Also Read – Southampton Sponsors 2022-23
TOTTENHAM HOTSPUR
Principal Sponsor: AIA
Tottenham Hotspur FC and Hong Kong-based life insurance company AIA Group first signed a deal back in 2013, which saw AIA become the principal sponsor for the club’s cup matches, with its logo appearing on the front of Spurs’ matchday kits for their cup games.
In 2014, the two expanded their partnership in a new five-year deal that saw AIA became the club’s principal sponsor for their kits for all competitions. This deal was later extended in 2017 to run until 2022, and in July 2019, the two refurbished their partnership with an eight-year, £40m-a-year extension.
AIA’s visibility across Spurs’ channels have made the insurance company a household presence across the footballing scene. Officially, AIA is Spurs’ Global Principal Partner.
Also Read – Tottenham Hotspur Sponsors 2022-23
WEST HAM UNITED
Principal Sponsor: Betway
The global online bookmaker has been West Ham’s Principal Partner since February 2015. The deal, initially set to be worth around £20 million over the first three years, was extended first in 2016, then for a further six years in May 2019, with the annual revenue bumped up to £10 million.
Betway’s association with West Ham over the last six years has been a fruitful one, with the former partaking in a lot of fan engagement initiatives — the Betway Academy, Betway Fan Taxi and West Ham Supermarket Sweep, to name a few. However, all’s not rosy for the two parties, as in 2020 Betway was handed a record £11.6m fine for a series of social responsibility and money laundering failings.
Also Read – West Ham United Sponsors 2022-23
WOLVERHAMPTON WANDERERS
Principal Sponsor: AstroPay
The London-based online payment service started working with the club in August 2021 and was announced as a Principal Partner and the new front-of-matchday-shirt partner of Wolves in June 2022, ahead of the 2022-23 season.
The shirt sponsorship covers Wolves’ men’s and women’s senior and U23 teams as well as replica kits, with the AstroPay logo also featuring on the playing shirts of the club’s European esports teams.
Also Read – Wolverhampton Wanderers (Wolves) Sponsors 2022-2023
| Name | Principal (Lead) Sponsor |
| Arsenal | Emirates |
| Aston Villa | Cazoo |
| Bournemouth | Dafabet |
| Brentford | Hollywoodbets |
| Brighton & Hove Albion | American Express |
| Chelsea | Three |
| Crystal Palace | cinch |
| Everton | Stake.com |
| Fulham | W88 |
| Leeds United | SBOTOP |
| Leicester City | FBS |
| Liverpool | Standard Chartered |
| Manchester City | Etihad Airways |
| Manchester United | TeamViewer |
| Newcastle United | Fun88 |
| Nottingham Forest | UK for UNHCR |
| Southampton | Sportsbet.io |
| Tottenham Hotspur | AIA |
| West Ham United | Betway |
| Wolverhampton Wanderers | AstroPay |
