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PREMIER LEAGUE SPONSORS

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3 mins read

Here are the official sponsors for the Premier League – England’s top tier of professional football.
MAIN NAME – THE ENGLISH PREMIER LEAGUE (EPL)
FOUNDED – 1992

OFFICIAL PARTNERS

LEAD PARTNER – EA Sports – EA Sports have held license for the English top flight for its annual FIFA release for many years in at least some capacity. In 2014, ahead of the release of FIFA 15, EA strengthened its ties with the Premier League with a first-of-its-kind partnership that granted the video game company access to integrate Premier League licensing within FIFA to an unprecedented level – with fully scanned stadia of all 20 Premier League 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 became Premier League’s Lead Partner ahead of the 2016-17 season in a deal reportedly worth US$28.3 million per year. This expanded deal sees EA Sports hold branding rights across the league’s digital and physical assets, as well as sponsor the Player of the Month and Season awards and the Fantasy Premier League.

OFFICIAL BANK – Barclays – The British financial services company has enjoyed a long and fruitful partnership with the Premier League. Aside from serving as the league’s title sponsor between 2001 and 2016, Barclays continues to serve the Premier League as its Official Bank. The two parties last renewed their partnership in March 2019 to run until the end of the 2021-22 season in a deal worth UK£31.5 million.

OFFICIAL BEER – Budweiser – The AB InBev beer brand serves as the Official Beer to the Premier League since July 2019 and covers over 20 countries across 5 continents. The partnership sees the two parties work on several fan engagement activities, with Budweiser also holding image rights for Premier League players to feature in its promotional content. Budweiser also holds branding rights across Premier League’s digital and physical assets.

OFFICIAL SOFT DRINK – Coca-Cola – Coca-Cola serves as the Premier League’s Official Soft Drink since January 2019. Coca-Cola uses the three-and-a-half-year deal to promote its various brands of drinks by enjoying a strong advertising exposure across the league’s physical and digital assets. The two parties also work on several fan engagement activities, including trophy tours and watch parties, with Coca-Cola also holding image rights for Premier League players to feature in its promotional content.

OFFICIAL TIMEKEEPER – Hublot – Hublot replaced fellow Swiss luxury watchmaker Tag Heuer as the Official Timekeeper of the Premier League ahead of the 2020-21 season. The deal sees Hublot provide watches to the officials during Premier League matches as well as receive pitchside and broadcast advertising.

OFFICIAL BALL – Nike – Nike serves 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 schoolkids to play football by providing kits and equipment.

 

OFFICIAL LICENSEES

Avery Dennison – The California-based global sportswear branding and labelling manufacturer serves as the Premier League’s official supplier to all 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 environmental-friendly process. Avery’s products also come with smart digital technology that offer bespoke fan experiences to customers.

Panini – 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 players to feature in its trading cards collection. Panini also enjoys a strong branding presence across Premier League’s physical and digital assets.

 

OFFICIAL UK BROADCAST PARTNERS

Unlike in India where Star Sports holds rights to broadcast each and every Premier League match via the league’s in-house Worldwide feed, broadcasting in UK works differently. Ideally, UK observes a “3pm blackout” where no major football is broadcast live between 2:45pm and 5:15pm to encourage people to go to the stadia, but that has temporarily been lifted in light of the ongoing COVID-19 pandemic that continues to keep fans out of the grounds.
Instead, Premier League fixtures are spread across major broadcasters throughout the season. Apart from that, companion shows are BBC’s Match of the Day are also a staple of football consumption amongst the British people. These are the major broadcasters that hold rights to show Premier League football within the UK –
Sky Sports
BT Sport
Amazon Prime Video
BBC Sport

OFFICIAL UK RADIO BROADCAST PARTNERS

 

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 – BBC Radio 5 Live, talkSPORT.

Written By
Anshuman Joshi

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