The combined value of sponsorship deals across the 20 English Premier League soccer clubs has topped $1.5 billion for the 2024-25 season, according to a new GlobalData report.
The Business of the Premier League 2024-25 report found that sponsorship revenue in the league has increased by 12.4% to $1.68 billion, from under $1.5 billion in 2023-24.
This has largely been attributed to big increases in sponsorship from industries such as clothing & accessories and gambling.
The overall value of annual spend by the clothing & accessories sector in the Premier League stands at $573.85 million.
This is followed by travel and tourism at $227.18 million and financial services at $232.2 million.
Meanwhile, betting brands have spent around $179 million on sponsorship deals, the majority of which are front-of-shirt agreements.
Betting brands have spent around $135 million on shirt sponsorship deals with clubs in the English top-flight this year, with more than half of teams partnering with companies in the sector despite agreeing to a league-wide ban on such deals in time for 2026-27.
The gambling industry accounts for 11 (55%) of the 19 active Premier League front-of-shirt deals this season, marking a significant increase on the seven agreements previously on display in the 2023-24 season.
Jake Kemp, sport analyst at GlobalData, comments: “The Premier League remains the most commercial soccer league in the world. Its commercial appeal is boosted by the strength and competitiveness of all teams in the division.
“However, the majority of the revenue generated is linked to the biggest clubs, with the ‘big six’ accounting for 73.92% of the league’s overall club sponsorship value.”
The boost to the collective value of the clothing & accessories sector has come via activity in the kit supplier market, where the value has increased by $119 million from the 2023-24 season.
Of the five new deals signed over the past 12 months, those linked to Aston Villa, Newcastle United (both adidas), and Everton (Castore), have contributed the most to this increase. The three clubs have been able to at least double the value of their previous kit supplier rights.
Villa and Newcastle have been able to profit from their elevated position in the sponsorship market after successful recent seasons, which has seen them each claim UEFA Champions League spots.
Meanwhile, Everton have been boosted by the attraction of their new stadium, which they aim to be playing in at the start of the 2025-26 season.
The club also signed with Castore, a brand that was looking to retain Premier League coverage having lost three team deals from the 2023-24 campaign, including Villa and Newcastle.
Kemp adds: “Many of the biggest teams in the league have enjoyed strong boosts to their sponsorship portfolios over the past 12 months, which has positively impacted the growth of the overall value of the competition.”
Manchester United boast the largest valued portfolio, worth $327 million this season, while Arsenal’s portfolio has grown the most of any team in the league by nine deals, which equates to an extra $20.23 million.
Newcastle saw the largest increase in value, up $50.5 million, as they continue to grow their links to Saudi Arabia. The northeast club has signed three new deals with brands from the country over the past 12 months, with its largest rights offered (front-of-shirt and sleeve deals) sold to Saudi Arabian brands – Sela and Noon, respectively.
Kemp concluded: “Club level sponsorship in the Premier League continues to grow because of the global appeal of the league’s output. The value of the sponsorship market in the league shows no signs of slowing down, with global interest in the competition only continuing to expand.
“Brands want to align with teams in the Premier League because of its global reach and the ability to connect its name with some of the biggest teams and athletes in international sport.”
