The global popularity of the Premier League has reached unprecedented levels recently, and some the world’s biggest brands are vying for advertising space on teams’ match day kits.
The 20 Premier League clubs will easily surpass their own record for shirt sponsorship deals during the upcoming 2017-18 season, generating a combined £281.8 million according to Sporting Intelligence.
This figure represents an increase of over £55 million on last year’s deals, with many sides inking club-record agreements with sponsors. While there still exists a huge disparity between their values, most clubs will benefit from increased deals for the forthcoming season.
Manchester United’s record deal with Chevrolet, worth £47 million per year, remains the biggest in the Premier League. Nine clubs will feature betting sites across the front of their shirts, while the new addition of sleeve sponsors gives them further advertising opportunities. Here’s a look at Premier League teams’ sponsorship deals with bookmakers for the 2017-18 season:
Watford – 138.com
The upcoming 2017-18 season will be the first in which the Premier League will allow clubs to feature sponsors on shirt sleeves. 138Bet Sportsbook and Casino operator will become the first online gaming firm to take advantage of the new rule, as they struck a deal with Watford to become their inaugural sleeve sponsor.
Having been the club’s front-of-shirt sponsor since 2013, 138.com will now move their logo to the sleeve of Watford’s shirts for all Premier League and domestic cup matches. The multi-year deal is reported to be valued at about £1 million per year, and will see them continue as a principal club sponsor of The Hornets.
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Bournemouth – Mansion
Their partnership with Gibraltar-based online gambling company Mansion began in 2015, when Bournemouth gained promotion to the Premier League for the first time. In June this year, they signed another record sponsorship deal with them, which will see the firm’s M88 logo replace the Mansion.com brand on the front of the club’s home, away and third shirts.
The new two-year kit deal will fetch the Cherries £3.5 million during the 2017-18 season, an increase of £1.5 million on their previous agreement. M88 will also benefit from pitch-side branding at the club’s Vitality Stadium during live Premier League matches. The online betting site will be creating exclusive content for fans, while focusing their marketing activity on enhancing Bournemouth’s presence in Asia.
Burnley – Dafabet
Folowing their promotion to the Premier League at the end of the 2015-16 season, Burnley announced their record partnership with Dafabet, a Phillipines-based online gambling company. The multi-million deal that commenced last year, continues through to the end of 2017-18, and is expected to fetch Burnley an estimated £2.5 million for the upcoming season.
As part of the agreement, Dafabet have their name on all adult home and away shirts, while also offering sponsorship space on junior shirts for the club to promote its award-winning community programme.
Dafabet has had a strong presence as a sponsor for football and sports in the UK, and their ‘proven track record’ in the Premier League was a big reason for the Clarets to partner with them, according to Anthony Fairclough, Head of Commercial Affairs at the club. Burnley’s previous shirt sponsors were Fun88, also an Asian sports betting company.
Everton – SportPesa
Kenya-based sports betting company SportPesa has been confirmed as Everton’s main partner in a five-year sponsorship deal that is the most lucrative in the club’s 140-year history. SportPesa’s deal is believed to earn the Blues £9.6 million during the forthcoming season, a huge increase of £4.3 million on previous year’s deal with Chang.
The SportPesa brand will feature on the front of Everton’s playing shirts starting from the 2017-18 season, replacing Thai brewing company Chang, who had been the club’s main sponsor for the past 13 years.
SportPesa has experienced significant growth since its formation in 2014, and has successfully grown its presence globally. They will also be opening their new European headquarters in Liverpool, through which they hope to create around 100 jobs in the area over the next 18 months.
Huddersfield Town – OPE Sports
The newly promoted side have recently signed the biggest shirt sponsorship deal with gambling company in their history, an online bookie based out of Malta. The agreement is described as a multi-year deal, which will net the Terriers about £1.5 million for the 2017-18 season.
Having won promotion through the Championship playoffs, Town will be returning to the top flight of English football for the first time in 45 years. The OPE Sports logo will feature on both the home and away shirts, pitch-side LED boards and other in-stadia branding, as well as the club’s online and social media channels.
Powered and managed by UK-licensed Vivaro Limited, OPE Sports is a subsidiary of global betting brand Opebet. Their partnership with Huddersfield Town was brokered by international sport marketing agency SportQuake, who also successfully activated Newcastle United’s new three-year deal with Asian gambling company Fun88.
Newcastle United – Fun88
Marking Newcastle’s return to the Premier League, Chinese betting company Fun88 has been named their official shirt sponsor in a club-record deal. As per their three-year agreement that will run till 2020, the Fun88 logo will feature on the Magpies’ playing shirts.
The company will be given access to advertise their brand across various online channels and in the club’s iconic St. James Park stadium, which has a capacity of over 52,000.
The club is estimated to earn £6 million from the sponsorship deal in the 2017-18 season, up from £4.8 million per year they previously received from payday loans company Wonga. The upcoming season will see Newcastle celebrate their 125th anniversary, and Fun88 is expected to support a number of fan initiatives that will be unveiled soon.
Stoke City – Bet 365
Stoke City has a close association with Bet 365, one of the world’s leading online gambling groups, who also own the football club. They took over kit sponsorship from financial services firm Britannia in 2012, and in 2016 agreed to extend their deal by a further three years.
They also took over the club’s stadium naming rights in a 6-year deal that commenced at the start of the 2016-17 season. As part of their shirt sponsorship agreement with the local betting firm, Stoke City will earn a reported £3.2 million during the forthcoming season.
Swansea City – Letou
Asia-based online betting company Letou has been unveiled as Swansea City’s official kit sponsor for the 2017-18 season. The Letou logo will appear on the front of Swansea’s home and away shirts, as the Welsh club looks to grow its popularity in Asia. The deal is reportedly worth £4.5 million, an increase of £0.5 million on last year’s kit deal with BetEast.
Letou is expected to support the club’s strategic plans for growth in Asia, by helping them fund Chinese versions of their website and social media content. In addition, the international gaming company has launched a ‘Goals for Good’ programme as part of their link-up with Swansea, which will benefit charities in the local community.
In the first phase of their generous campaign, Letou will donate their corporate hospitality box to the homeless charity Shelter Cymru, while their season ticket allocation will be given to Disability Sport Wales.
West Ham United – Betway
West Ham’s partnership with Betway is the largest sponsorship deal agreed between a Premier League club and a bookmaker, and the seventh biggest in the league overall. Worth over £10 million per year, it is the biggest commercial deal in the Hammers’ history, and will continue at least until the end of the 2019-20 season.
The club had originally agreed a two-and-a-half-year deal with Betway in February 2015, worth £6 million a year. The partnership was then revised and extended to represent a significant upgrade on the terms they had initially agreed.
Aside from the front-of-shirt sponsorship, the revised agreement includes an enhanced advertising presence for Betway in and around the club’s new home at the London Stadium. A global online gambling company, The Betway Group is based in Malta and Guernsey and provides its services across a number of international brands.
Crystal Palace – ManBetX
Crystal Palace recently announced that they have signed a record-breaking multi-year sponsorship deal with Asian-focused bookmaker ManBetX. The South London club believes their current deal to be valued as the eighth biggest in the Premier League.
It will earn them an estimated £6.5 million for the upcoming season, an increase of £1.5 million on previous year’s shirt sponsorship deal with Mansion.
Under the terms of the agreement, the club will display the ManBetX logo on the front of their playing shirts, while also promoting them as their main sponsor across online and offline media channels. The betting company will also receive significant brand exposure at Palace’s 26,000 capacity Selhurst Park Stadium.