Sponsorship in Premier League Football

The Premier League is more than just a football competition. It is a global entertainment product that commands attention from billions of fans across continents. For brands seeking meaningful sports partnerships, the Premier League delivers unparalleled reach, emotional engagement, and commercial returns. Sponsorship in Premier League football is a powerful route to elevate marketing strategies and build lasting consumer loyalty.

How Premier League sponsorship works

At its core, Premier League sponsorship is about tapping into the game’s extraordinary visibility. With matches broadcast across more than 200 territories, sponsors benefit from exposure that stretches far beyond England. From stadium LED boards to broadcast integrations, from digital fan activations to merchandise tie-ins, sponsorship is a blend of physical and digital channels designed to keep brands front of mind.

Our football advertising formats guide explains just how versatile these opportunities can be for mid-level and global brands alike.

Types of Premier League sponsorship

Uniform sponsorships

The most prized sponsorships in Premier League football are shirt placements. Front-of-shirt deals remain the jewel in the crown, with an average value of around $14m per season. These deliver huge broadcast exposure and a premium association with some of the world’s most iconic clubs.

Sleeve partnerships, typically around a quarter of that value, still command significant attention during match play. Training kit sponsorships are increasingly popular with digital-first brands. With weekly appearances across club media, training gear is fast becoming a smart route into the Premier League ecosystem.

A key upcoming shift is the end of betting brand sponsorships on front-of-shirts from the 2026/27 season. With betting sponsors making up more than half of current shirt deals, this opens space for new industries to claim premium real estate at competitive entry rates.

Official club sponsorships

Beyond shirts, clubs also partner with global and regional brands across categories like finance, retail, and tech. These deals provide access to digital activations, club IP, player appearances, and in-stadium visibility, often at a more accessible price point.

Official league partnerships

The Premier League itself maintains its own roster of top-tier sponsors. EA Sports, Barclays, Guinness, Coca-Cola, Puma, Adobe, and Microsoft are among the current official partners. These deals offer category exclusivity and integration with the league’s intellectual property, giving brands a chance to align with the competition’s prestige.

The value of Premier League sponsorship

For brands, the benefits are layered:

• Global reach – Tap into a worldwide audience through broadcast, digital, and in-stadium exposure.
• Fan loyalty – Build long-term consumer trust by aligning with the passion and emotion of football.
• Digital engagement – Leverage club and league-owned platforms to amplify campaigns.
• Brand halo – Secure association with one of the most respected sports properties on the planet.

For the Premier League and its clubs, sponsorship provides essential revenue that is reinvested back into the game, supporting clubs’ financial strength and the league’s continued global growth.

Discover more about why Premier League advertising is a game-changer.

Success stories from Premier League sponsorship

Front-of-shirt sponsors like Etihad Airways with Manchester City or Standard Chartered with Liverpool have become globally synonymous with their clubs. Similarly, league-wide deals such as EA Sports’ partnership for the FIFA video game series showcase how powerful Premier League sponsorship can be in driving long-term brand equity.

With each partnership, brands gain access to a unique blend of mass exposure, deep fan engagement, and community resonance.

Looking Ahead

With new league partners like Adobe and Microsoft joining the fold, and betting brands phasing out, the next few years present a dynamic environment. For brands looking to break into sports partnerships, now is the time to consider Premier League sponsorship opportunities.

Explore our football advertising page and learn more about the Premier League. You can also view our sports ambassadors who can amplify campaigns, or get in touch through our contact page to start your sponsorship journey.

FAQs

What are the main types of Premier League sponsorships?

There are three types: uniform sponsorships (shirt, sleeve, training kits), official club sponsorships (non-uniform), and official league sponsorships.

How much does a Premier League sponsorship cost?

Uniform sponsorships can average $14 million annually, while club partnerships are typically around $1.1 million per year, making them more accessible for mid-level brands.

What benefits do brands get from Premier League sponsorship?

Global broadcast visibility, digital integration, IP usage, player access, and fan engagement are key benefits, all contributing to stronger brand recognition.

Will betting sponsors still be allowed in the Premier League?

From the 2026/27 season, betting brands will no longer be permitted as front-of-shirt sponsors, opening the door for other industries to step in.

Why is Premier League sponsorship valuable for brands?

It provides unmatched global exposure, strong fan loyalty, digital integration opportunities, and association with a world-leading sports property.

Which brands currently sponsor the Premier League?

Major partners include EA Sports, Barclays, Guinness, Coca-Cola, Puma, Adobe, and Microsoft, alongside numerous club-level sponsors.