This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the English Premier League, commonly referred to as the Premier League (PL), as its official sponsors and partners for the 2024/25 season.
Premier League Sponsors and Broadcasters 2024/25: EA Sports, Barclays, Guinness, Castrol, Hublot, Nike, Oracle, Avery Dennison, Panini, Sorare, Rezzil, Football Manager, Sky Sports, TNT Sports (formerly “BT Sport”), Amazon Prime Video, BBC Sport, BBC Radio 5 Live, talkSPORT
EA Sports has held a licence for the English topflight for its annually-released football simulation video game series EA Sports FC (formerly EA Sports FIFA) for many years in at least some capacity.
In 2014, ahead of the release of EA Sports FIFA 15, the developer strengthened its ties with the Premier League with a first-of-its-kind partnership that granted it access to integrate PL licensing within FIFA to an unprecedented level—with fully scanned stadia of all 20 PL teams of that time as well as head-scans for all major players from each club. The partnership has gone from strength to strength ever since.
EA Sports was announced as the Premier League’s Lead Partner in August 2016, ahead of the 2016/17 season, in a deal reportedly worth US$28.3 million per year. Apart from increased branding exposure, the expanded deal saw EA Sports become the sponsor of the league’s Player of the Month and Season awards as well as the Fantasy Premier League.
With its 2023 release, EA Sports’ football simulation video game series underwent a rebrand, with world football-governing body FIFA having walked away. Now known as EA Sports FC, the video game series continues its association with the Premier League, with the latest deal between the league and EA Sports having been announced in July 2023—a multi-year agreement.
The British financial services company has enjoyed a long and fruitful partnership with the Premier League. Aside from having served as the league’s title sponsor between 2001 and 2016, Barclays continues to serve the Premier League as its Official Bank.
The two parties renewed their partnership in March 2019 to run until the end of the 2021/22 season in a deal worth £31.5 million. Later, in December 2021, the two again renewed their partnership, with the new agreement set to run until the end of the 2024/25 season.
Barclays also serves as the title sponsor to the topflight of professional women’s football in England, the FA Women’s Super League.
Owned by the British-based multinational alcoholic beverage maker Diageo, Guinness is a stout that originated in the brewery of Arthur Guinness at St James’s Gate, Dublin, Ireland, in the 18th century.
In June 2024, Guinness announced its first-ever global partnership in football by becoming the official beer partner of the Premier League.
The four-year agreement, which kicks-off with the 2024/25 season, entails Guinness acting as the Official Beer of the Premier League, with Guinness 0.0 acting as the Official Non-Alcoholic Beer of the league. As the Official Responsible Drinking Partner of the league, Guinness pledges to use its global rights to promote and encourage responsible drinking.
The Pangbourne-headquartered British oil company was announced as the Premier League’s Official Engine Oil Partner in November 2021.
The deal, reported by SportBusiness to be worth between £10 million and £12 million per year, kicked off in January 2022.
Apart from bringing rights, the deal entails Castrol engaging with Premier League fans not only in the UK but across the world, including China, the ASEAN (Association of Southeast Asian Nations) countries, the Middle East, and Europe. It also entails showcasing of Castrol products and service during official PL events, with Castrol also sponsoring the Premier League Golden Awards programme.
Hublot replaced fellow Swiss luxury watchmaker Tag Heuer as the Official Timekeeper of the Premier League ahead of the 2020/21 season in September 2020.
The deal sees Hublot provide watches to the officials during PL matches as well as receive pitch-side and broadcast advertising.
In May 2024, Hublot renewed its long-standing partnership with the Premier League by introducing an exclusive mechanical watch for the league for the first time—the limited-edition Classic Fusion Chronograph Premier League.
Nike has served as the official match ball supplier to the Premier League since 2000. It also provides equipment for the league’s youth development programmes and supports the Primary Stars Kit and Equipment Scheme—a Premier League initiative to encourage school kids to play football by providing kits and equipment.
The two parties last extended their partnership in November 2018 to run until 2025. In July 2023, it was confirmed that, with the start of the 2025/26 season, Puma would be the official match ball supplier of the Premier League.
The Austin, Texas–headquartered American tech giant was announced as the Premier League’s Official Cloud Provider in May 2021. In April 2023, the Premier League announced Oracle as its Official Cloud Partner.
As per the deal, Oracle helps the league by providing advanced player performance data and statistics, which are shown in real-time both in the domestic and international broadcasts of PL games.
The partnership brings official match insights powered by Oracle Cloud, consisting of three main features: “average formation”, which helps track the position of all players both in and out of possession; “live win probability”, which predicts the result of a match as it progress; and “momentum tracker”, which is used to measure how likely the team in possession are to score within ten seconds of the calculation.
Also read: Premier League 2024/25 Stadiums
The California-based global sportswear branding and labelling manufacturer has served as the Premier League’s official supplier for all its teams for names, numbers, and sleeve badges since June 2019.
Avery Dennison’s products are made in a low-carbon, landfill-free facility in Norway, where the plastics used in the process are re-used within the supply chain to ensure minimum waste generation in an environmentally-friendly process. Avery’s products also come with smart digital tech, offering bespoke fan experiences to customers.
The two parties last renewed their partnership in March 2022, with their current agreement set to run until the end of the 2024/25 season.
Modena-based Italian publishing company Panini is the official sticker and trading card licensee of the Premier League.
The Panini Group and football go back a long way. For many decades, Panini has created trading cards and stickers based on football players, making “Panini” a very common word among many football-mad households.
Panini’s partnership with the Premier League gives the company image rights to the league’s players to feature in its trading cards collection.
The two parties last announced a renewal of their partnership in November 2021.
In May 2024, the Premier League announced that US-based licensed sportswear manufacturer and retailer Fanatics would become the Exclusive Provider of Premier League trading cards, trading card games, and stickers from June 2025 onwards.
Sorare is a blockchain-based digital collectibles and fantasy football platform developed by Saint-Mandé, Paris–headquartered French company SORARE SAS.
The Premier League announced a four-year deal with Sorare in January 2023, which grants the latter licence for clubs and players from the league to feature in the free-to-play fantasy game.
The Manchester-based VR tech company signed a four-year partnership agreement with the Premier League in March 2024.
Apart from branding rights, the deal entails the two parties working on a VR game, with Rezzil software also integrated with the league’s match data to allow its clubs “to adapt the software to re-create match scenarios and replay them through a VR headset.”
In June 2024, the Premier League struck a four-year licensing partnership agreement with Sports Interactive for its Football Manager (FM) video game series.
Starting with the 2024/25 season, FM holds licensing rights for all 20 PL clubs’ logos, kits, and player images. As per the agreement, FM also becomes the English topflight’s official football management video game.
Unlike in India, where Star Sports holds rights to broadcast each and every Premier League match via the league’s in-house Worldwide feed (Premier League Productions), broadcasting in the UK works differently.
Ideally, the UK observes a “3pm blackout”, during which no major football is broadcast live between 2:45 pm and 5:15 pm to encourage people to go to the stadiums. This was temporarily lifted during the COVID-19 pandemic, but since the 2021/22 season the blackout has been in effect once again.
Instead, Premier League fixtures are spread across major British broadcasters throughout the season. Apart from that, companion shows such as the BBC’s Match of the Day are also a staple of football consumption among the British people.
These are the major broadcasters that hold rights to show Premier League football within the UK:
Sky Sports, a London-headquartered, March 1990–founded group of subscription-based sports channels, is the official sports division of satellite payTV company Sky, which is owned by Philadelphia-based American telecom conglomerate Comcast.
In December 2023, Sky Sports announced a new four-year extension deal with the Premier League. From 2025, Sky Sports will broadcast a record minimum of 215 PL games a season. These will include more than 140 matches played at weekends, evening matches on Fridays and Mondays, and full coverage of three midweek match rounds. With up to 100 more matches each season, Sky Sports’ exclusively live coverage will increase by 70% from 2025/26 through to 2028/29.
Moreover, for the first time, Sky Sports will also broadcast all ten Premier League matches on the final day of each season.
Previously known as “BT Sport”, TNT Sports is a London-based, August 2013–founded payTV sports channel owned jointly by BT Group and Warner Bros Discovery Sports Europe.
As part of a domestic rights agreement the PL signed with TNT Sports and Sky Sports worth a record £6.7 billion, Sky Sports is to screen a minimum of 215 league matches starting 2024/25, with TNT Sports netting the other package of 52 games, within which it gets 18 second picks of matches, 14 fourth picks, and all 20 of the fourth and fifth midweek rounds in the season.
Launched in September 2006, Prime Video is Amazon’s OTT streaming offering, with the service based out of Seattle.
Under the league’s current deal, Amazon shows 20 matches per season, but the company has not secured rights for the new domestic cycle which runs through to the end of the 2028/29 season.
Founded in February 1988, BBC Sport is the sports division of the British Broadcasting Corporation. It is headquartered in Salford, Greater Manchester.
Radio-based consumption of football matches is also widespread in the UK. Here are the major radio stations that offer live commentary on Premier League matches:
Radio 5 Live is the BBC’s national radio service dedicated to sports. Operating since March 1994, the station is based in MediaCityUK in Salford and is part of the BBC North division.
Radio 5 Live is to share the UK live audio commentary rights with talkSPORT until the end of the 2024/25 season.
Out of the seven packages, BBC Radio 5 Live holds the rights to Saturday 3pm (first pick), Saturday 5:30pm, Sunday 2pm, and Sunday 4:30pm fixtures.
Owned by News UK, talkSPORT is a 1995-founded sports radio station headquartered in London.
talkSPORT, as part of its shared audio rights package, holds the rights to Saturday 3pm (second pick), Saturday 12:30pm, and any midweek or Monday/Friday fixtures.
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