The 2015/16 English Premier League kicked off on August 8 with 20 teams vying for the title. A new season brings new looks for the clubs with a new jersey and in some case a new sponsor for the front of their jersey. Do you know who is on the front of your club’s jersey?
Surprisingly, most fans can’t tell you who the front of the jersey sponsor is for their club or the sponsor of many (or any) of the other Premier League clubs despite watching hours of match play and highlights. The sponsors usually pay big bucks to be on the front of the jersey so do them a favor and know who they are (even if you don’t support them).
The Premier League raises more revenue from jersey sponsors than any other league in the world and by a large margin. $343 Million is the estimated revenues by the 20 Premier League teams from jerseys sponsors for the 2015/16 season alone. The Bundesliga, the league with 2nd highest jersey sponsorship return, raises less than half this amount from their jersey sponsors at an estimated $157 Million annually.
One reason behind the boost in sponsorship revenues is the global appeal of the Premier League. The days of a club being sponsored by a local company are dwindling. This year 14 of the 20 teams’ jersey sponsors are by foreign companies.
Related Article: 2015/16 Premier League Jerseys
And the league has a diversified portfolio of sponsors with gaming companies leading the way with 7 teams but that also include the Banking/Financial, Airline, Manufacturing sectors.
Gaming Companies: Mansion Group/Bournemouth; Mansion Group/Crystal Palace; dafabet/Sunderland; bet365/Stoke City; 138.com/Watford; TLCBet/West Brom; Betway/West Ham
Banking/Financial/Insurance: Standard Charter/Liverpool; Wonga/Newcastle; Aviva/Norwich City; GWFX/Swansea; AIA/Tottenham
Airlines: Emirates/Arsenal; Etihad/Manchester City
Manufacturing: Yokohama Tyres/Chelsea; Chevrolet/Manchester United
Duty Free: King Power/Leicester City
Software Development: Intuit Quickbooks/Aston Villa
Who are the front of the jersey sponsors for the 2015/16 Premier League?
Arsenal and Emirates have been partners since 2004 with the Middle Eastern airline taking over as the front of the jersey sponsor ahead of the 2006/07 season. The ‘Fly Emirates’ logo is instantly recognizable on the front of this season’s Gunners jersey. The deal is worth an estimated $46.8M per year and runs through the 2018/19 season. It is just part of the sponsorship deal the London club has with the airline. Emirates has the naming rights for Arsenal’s home ground, the ‘Emirates Stadium,’ through the 2028 season.
Intuit Quickbooks are back in the Premier League this season but have found a new team in Aston Villa. The deal announced earlier this summer is for 2 seasons through the 2016/17 campaign. This is the Villans first season with the accounting software company after having sports betting site dafabet the previous 2 seasons.
Bournemouth is making their first appearance in the English top flight this season and will be wearing Mansion Group as their official shirt sponsor. The international online gaming business’ look made its on-field debut against MLS side the Philadelphia Union during the club’s pre-season preparations. The logo will not appear on the team’s youth jerseys, however, and some adult size jerseys without the sponsor logo are being made for youth that require adult sizes. The logo appears with bilingual branding.
If there is one club where the fans know the sponsor it is probably Chelsea’s front of jersey sponsorship with Yokohama Rubber Company. There are 3 reasons most fans know the deal: 1st, Chelsea is one of the best known Premier League teams in England, the US, and around the globe. 2nd, it is the second most lucrative deal in Premier League history at a rumored $312M over 5-years ($62.4M per year). 3rd, there were some untrue rumors when the jersey was first released that the front of the jersey logo ‘Yokohama Tyres’ with the English spelling would be replaced by an Americanized ‘Yokohama Tires’ in the U.S. Yokohama replaced Samsung on the front of the Blues jersey.
Mansion Group is also the sponsor for Crystal Palace. The announcement came less than a month after Bournemouth had signed the company. Mansion Group replaces Neteller on the front of the Eagles jersey. The logo appears with bilingual branding.
Everton have the longest running jersey sponsor in the Premier League with the partnership with Thai Brewery Chang. The original deal was signed in 2004 and the latest extension, a 3-year deal, was inked last year which will see the Toffees with the beer logo on their jersey through the 2016/17 season. The latest deal is rumored to be the most lucrative between the two groups at $25M per season.
King Power has been the sponsor for Leicester City’s jersey since the days when the club was playing in the English Championship in 2010/11. The deal is rumored to be $1.5M per year but there is no indication the club will look for a higher bidder. Vichai Raksriaksorn is the Foxes’ owner and King Power founder. The deal extends beyond the jersey with King Power having the naming rights for Leicester City’s home ground known as the King Power Stadium and formerly known as Walkers Stadium.
Liverpool will wear the Standard Charter logo on their jersey through the 2018/19 season after the 2 entities extended their partnership earlier this year. The latest deal is thought to be in the neighborhood of $45M per year after the club publicly announced this was their target for any new jersey sponsorship. The original deal was signed in 2010. But the Standard Charter logo is not the only 1 that will adorn the Reds jersey this season. The partners have created the ‘Perfect Match’ game where the Standard Charter logo is replaced by the ‘Seeing is Believing’ charity logo with them raising over $340,000 to fight avoidable blindness.
The fortunes of Manchester City changed when the Abu Dhabi Group purchased the team in 2008. The Citizens jersey is sponsored by Etihad, the national airline of the Middle Eastern country, along with the stadium naming rights and naming rights for the club’s Academy. The initial deal was signed in 2009 and was mindboggling at $624M over 10-years but it is only the tip of the iceberg. The blue side of Manchester are looking to renegotiate their deal and hope to get a record $124M per year for the package.
Manchester United is well-known for the iconic sponsorship deal with Sharp Electronics that lasted from 1982 through the end of the 1999/2000 season. The Red Devils are back with another iconic sponsor in General Motors with the Chevrolet logo on the front of the club’s jersey since 2014/15. The $73M per year deal for 10-years is a record in the Premier League and makes their former sponsorship with AON seem laughable at a mere $31M per year.
Newcastle United inked jersey sponsorship with Wonga for $37M over 4-years starting with the 2013/14 season and the partnership has encountered controversy ever since. The controversies started with Newcastle’s Muslim players Papiss Cisse and Demba Ba initially talked of boycotting wearing the logo on the jersey siting the payday lender as inappropriate to the club releasing this year’s jersey with the incorrect logo printed on them. The club has said they are committed to proudly wearing the logo through the end of the contract at the end of the 2016/17 season.
Aviva has been the main jersey sponsor for Norwich City since 2008/09 and extended their deal through the 2016/17 season in 2012. The deal is the longest jersey sponsorship in club history.
Stoke City first signed Bet365 to what was reported as a ‘substantial seven-figure deal’ in 2012. The Potters have had the internet gambling site on the front of their jersey ever since with the contract extensions not a huge surprise considering the Coates family are majority shareholders of both Stoke City and the locally based Bet365. The team were forced to drop the sponsorship logo, however, during their pre-season tour of Singapore due to restrictions online gaming advertising in the country. They sported a ‘One Goal’ logo of the Asian Football Confederation’s child malnutrition campaign.
Another local-based sponsor on a Premier League front of the jersey is Southampton based Veho. The Saints signed with the electronics firm ahead of the 2014/15 Premier League season. The sponsor has taken a unique approach with their primary ‘Veho’ logo on the home jersey and the ‘MUVI’ logo on the away jersey.
Sunderland announced Dafabet as their jersey sponsor for the 2015/16 season in early June. The eGaming operator wanted to keep their Premier League exposure after being Aston Villa’s front of the jersey sponsor the last 2 seasons. The 2-year deal is rumored to be for $9.3M per year. The Philippines based company takes over from ‘Bidvest’.
Swansea City partnered with GWFX, one of the core brands in the global financial services provider Goldenway, ahead of the 2013/14 Premier League campaign. It was the biggest deal in club history at the time of the signing and was subsequently extended in 2014 to run through the 2015/16 Premier League campaign. The extension was thought to have doubled the payout to the Swans earning them $6.25M per season.
Tottenham are in the 2nd of a 5-year sponsorship deal with AIA. The insurance services provider first partnered with the club as the front of the jersey sponsor for the London club’s cup jersey in 2013/14. The deal is rumored to be more than $18M per season.
138.com is no doubt seeing a huge payoff to their Watford bet in 2013. The Asian online casino signed the Hornets to a 3-year deal in June 2013 when the club was in the English Championship but this year, the final year of the initial contract, sees them playing in the Premier League. They replaced Sega and Sports Interactive as the jersey sponsor.
West Brom signed a 1-year deal with TLCBet in July. The deal is thought to be in the neighborhood of $3.1M per year after the club publically announced that was their goal for a new sponsor. If correct, this is a record for the club. It is not the first partnership between the 2. TLCBet served as the club’s Asian Betting Partner during the 2013/14 season. The Asian betting company took over from Intuit Quickbooks who are currently the jersey sponsor for Aston Villa.
After their last jersey sponsor, Alpari, went out of business mid-way through the 2014/15 season, West Ham bounced back even stronger by signing a record deal with Betway. The 31/2 year deal has the online bookmaker as the London club’s sponsor through the 2017/18 and rumored to be $31/2M over the life of the contract (approx. $9M per season). The deal will see Betway move with the Hammers to the new Olympic Stadium in 2016/17.
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