This article contains information about the front-of-matchday-shirt sponsors of each and every Premier League team for the 2023–24 season.
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Arsenal FC first struck a deal with UAE flag carrier Emirates back in 2006. Twelve years later, in February 2018, the two extended their partnership to at least another five years in a deal expected to be in excess of £200 million.
The two parties again renewed their partnership in August 2023. The current deal is set to run until 2028.
Emirates has also held naming rights for the Arsenal men’s team’s home ground ever since it was opened in July 2006.
Asian betting operator BK8 signed a Principal Partnership agreement with Aston Villa in June 2023, replacing London-based online car retailer Cazoo.
The three-year deal entails not only BK8 serving as the front-of-matchday-shirt sponsor for the Aston Villa kits until the end of the 2025–26 season, but also charity undertakings on BK8’s part, with the company having pledged to make a donation to a local Birmingham charity “per adult third shirt sold”.
Based in Makati, the Philippines, online gambling company Dafabet was announced as a Principal Partner and the front-of-matchday-shirt sponsor of the club’s men’s team in June 2022 on a two-year 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”.
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 technical staff uniforms.
New York-headquartered American multinational financial services corporation American Express (or Amex) has been the biggest and long-standing partner of Brighton & Hove Albion FC (for over a decade). The two first came together in 2010 with a naming rights deal for the club’s stadium (and so, “Falmer Stadium” is known as the “American Express Stadium”, commonly referred to as “the Amex”), 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 BHAFC 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.
The global online betting company was announced as the club’s Principal Partner and the front-of-matchday-shirt sponsor of their men’s and women’s teams in a one-season deal in June 2023.
Apart from branding rights, including advertising across Turf Moor—home ground of the Burnley men’s team—and digital club channels, the deal also entails W88 working with Burnley FC on community projects and charitable initiatives.
After their front-of-matchday-shirt sponsorship agreement with British telecom company Three ended with the end of the 2022–23 season, Chelsea FC started the 2023–24 season without any organisation occupying that role. Talks with online crypto casino and sports betting platform Stake.com (fan backlash) and US streaming service Paramount Plus (blocked by the league) went nowhere.
In late September 2023, however, Chelsea FC were given the greenlight to agree a shirt sponsorship deal with Infinite Athlete, which describes itself as an innovative sports technology company and was established in 2023 itself after the merger of Tempus Ex Machina and Biocore, the former having signed a seven-year agreement with Chelsea FC in April 2023.
The Infinite Athlete deal, reportedly worth £40 million per annum, was confirmed by the club at the end of September 2023.
The Farnham, Surrey-based British online car retailer was announced as the front-of-shirt sponsor for Crystal Palace FC’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.
The Curaçao-headquartered online crypto casino and sports betting platform was announced as Everton FC’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 the club’s history.
Betting company SBOTOP was announced as a Principal Partner of the club in June 2023 in a deal covering the 2023–24 season.
The agreement sees SBOTOP serve as the front-of-matchday-shirt and training kit sleeve sponsor to the Fulham senior men’s team.
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 FC and Standard Chartered penned an extension agreement, 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 another 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 the club, 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.
Associated with Luton Town FC since 2015, British energy company Utilita Energy has been the club’s main partner since February 2022.
The last partnership extension between the two parties was announced in July 2023, ahead of the Luton Town men’s team’s debut Premier League campaign, which confirmed Utilita Energy as the club’s front-of-matchday-shirt sponsor for the 2023–24 season. It was also confirmed that Utilita Energy’s charity arm, Utilita Giving, would donate to Luton Foodbank £2 for every Luton Town shirt sold in the 2023–24 season.
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.
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 allegations, the Etihad deal remains shrouded in controversy, with 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.
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.
Snapdragon was announced as the club’s new front-of-matchday-shirt sponsor in September 2023 in a deal that would come into effect with the start of the 2024–25 season.
Based out of Jeddah in Saudi Arabia, Sela is an events organising and management company operating across the sport, entertainment, culture, leisure and hospitality industries.
Sela was confirmed as the official front-of-matchday-shirt sponsor of the club in June 2023 as part of a multi-year agreement, replacing Chinese sports betting firm Fun88.
Having started the 2023–24 season without a front-of-matchday-shirt sponsor for their senior men’s team, Forest announced in late August 2023 that Asian betting brand Kaiyun Sports would occupy that role at the club for the 2023–24 and 2024–25 seasons.
Kaiyun Sports replaced the British arm of the United Nations High Commissioner for Refugees (UNHCR), UK for UNHCR, which served as the Forest senior men’s team’s front-of-matchday-shirt sponsor for the second half of the 2022–23 season; the team had no such sponsor for the first half.
The Larnaca-based global trading platform was announced as Sheffield United FC’s principal front-of-shirt sponsor in August 2023 as part of an initial one-year agreement set to cover the 2023–24 season.
Tottenham Hotspur FC and Hong Kong-based life insurance company AIA Group have enjoyed a long, fruitful partnership. The two 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 has made the insurance company a household presence across the footballing scene. Officially, AIA is Spurs’ Global Principal Partner.
The global online bookmaker has been West Ham’s Principal Partner since February 2015. The deal, initially reportedly 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 by £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.
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. This agreement was renewed in June 2023 to also cover the 2023–24 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.
| Club | Principal Shirt Sponsor |
| Arsenal | Emirates |
| Aston Villa | BK8 |
| AFC Bournemouth | Dafabet |
| Brentford | Hollywoodbets |
| Brighton & Hove Albion | American Express |
| Burnley | W88 |
| Chelsea | Infinite Athlete |
| Crystal Palace | cinch |
| Everton | Stake.com |
| Fulham | SBOTOP |
| Liverpool | Standard Chartered |
| Luton Town | Utilita Energy |
| Manchester City | Etihad Airways |
| Manchester United | TeamViewer |
| Newcastle United | Sela |
| Nottingham Forest | Kaiyun Sports |
| Sheffield United | CFI Financial Group |
| Tottenham Hotspur | AIA |
| West Ham United | Betway |
| Wolverhampton Wanderers | AstroPay |
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