Shirt sponsorship in football has been around for ages. It’s a good way for companies to globalize their brand and reach out to millions of people around the world. However, it’s not free. Companies pay millions of pounds each year to get a good spot on a team’s shirt.
The club record in the Premier League, in terms of revenue 2017/2018 for a sponsor deal, is Manchester United’s deal with Chevrolet, reaching an incredible sum of £47m.
Looking back at the sponsorship a few years back we find brands from well established, and often UK-based, industries: Airlines, car manufacturers, major banks, real estate and breweries. However, much has changed during the past five years. Not only in terms of sponsorships, the Premier League alongside all other major leagues, has undergone a transformation and a modernisation to a more of a money-making business than ever before. With this modernisation we see some huge changes in the sponsorships.
Fast Fact – PL Sponsorship 17/18
- This season we only find four companies based in the UK.
- Sponsor placement on sleeves are permitted for the first time.
- Everton signed a deal with the game developer Angry Birds.
- Roughly 50% of the teams in PL have a sponsor deal with an online casino/sports betting company.
Online gambling now rules the Premier League sponsorship
An increasing trend in many major football leagues is sponsor deals with companies connected to online casino and sports betting. It’s not that big of a surprise. The gambling industry has been booming this past decade, as you may have noted by the increase of TV commercials. And the market is projected to continue growing in the coming years as well.
As the online gambling industry is booming we also see a lot of new sportsbook and online casino and guides, websites like Dreamz.com. A niche within the gambling industry that we might will see as a sponsor in the Premier League in a couple of years.
The jersey placement is also a great spot for companies to market their brand, as a large part of their clientele will tune in to watch the game, especially sportsbook customers.
For the season 2017/2018 we can find a lot of gambling sites on the prime spot on several team’s shirts. Both well established UK brands like Bet365 and newcomers that try to grab a piece of the market share in UK.
Let’s take a closer look at the Premier League and see what sponsorship we find!
Premier League – Online Gambling Sponsorship
Online betting have conquered the Premier League. Roughly 50% of all teams have a sponsor deal with a sports betting or online casino company. Below we’ve listed the team alongside the prime spot (large placement on the chest on the jersey) sponsor.
- Huddersfield – Ope Sports
- Stoke – Bet365
- Bournemouth – m88
- Burnley – Dafabet
- Newcastle – Fun88
- Crystal Palace – ManBetx
- Everton – SportPesa
- West ham – BetWay
For the record: This is only the prime spot sponsor deals, we also find betting companies on other shirt placement. Watford and 138bet for instance.
As online gambling is projected to keep growing, my guess is that even more companies in the same industry will make their way to the major leagues around the world for the next season as well.
The market is changing, and the Premier League seems to follow. If angry birds made it as a sponsor this year, it sure will be interesting to see what’s next!