Updated on: 31 March 2025
The Premier League, boasting a global audience of billions, presents a captivating stage for brands to elevate marketing efforts. But how does sponsorship in the league work? This insights piece unravels the intricacies of Premier League sponsorships.
Premier League sponsorship types
Premier League sponsorship types are split in to three categories: Official uniform sponsorship of clubs, official sponsorship of clubs (non-uniform), and official sponsorship of the league.
Premier League 2024/25 Spend & Number of Deals | By Deal Type
With 446 active deals for the 2024/25 season – Official sponsorship of teams is the most popular deal type. These sponsorships can be global or regional in scale and offer brands direct benefits, broadcast exposure (LED), digital, and Intellectual Property rights. As demonstrated, official partnerships are the more price accessible option for brands sponsoring in the Premier League, with an average deal value of $1.1m per annum.
Uniform sponsorships in the Premier League, however, remain the crown jewel. Securing a front-of-shirt, sleeve, or training kit placement sees brand’s receive huge broadcast and digital exposure whilst also scoring top billing in terms of other rights available. Although a premium investment (average of $14m across all uniform assets across the league), the rewards are undeniable.
Official partnerships with the league, meanwhile, offers the chance to align and activate around the leagues famed IP.
Uniform sponsorships in the Premier League
Of the three uniform assets available in the Premier League, branding on the front-of-shirt is the pinnacle – a phenomenon reflected by the average deal price:
Premier League 2024/25 | Uniform asset sponsorship price
Sleeve branding is a cost-effective alternative to front-of-shirt, still offering significant in-game exposure (although not to the same extent as the front-of-shirt asset). Sleeve partnership values are typically 25% of front-of-shirt values.
The training kit is becoming increasingly realised as an effective sponsorship asset for brands, with 11 deals active for the 2024/25 season (rising from four in 2017/18). The asset is a proven model for digital-first brands such as Tezos (training kit partner of Manchester United) where the inventory is engrained across club social and digital channels throughout the week and on game days.
From the 2026/27 season, Premier League clubs will no longer feature betting brands on the front of their shirts. A major shake-up, given these sponsors account for 55% of such deals in the 2024/25 season. This regulatory shift creates a rare opportunity for new industries, to step into premium positions at competitive rates – with early movers likely to secure generational buy in prices. Find out how in our dedicated article on Premier League Betting Sponsorship.
Official sponsorships in the Premier League
Premier League club official partnerships are typically global or regional in scale with brands receiving full exclusivity in the geographies related to the partnership. These partnerships do not include uniform branding but are underpinned by many of the same assets such as globally broadcast pitch-side LED, use of club IP and player access plus social and digital activations. Where these partnerships differ the most is in the overall price and where brands can market the partnership – either globally or in the designated region.
Looking to learn more about Premier League sponsorship opportunities in your brand sector? Get in touch with the SportQuake team.
We help brands create winning partnerships with the biggest names in sport, enabling them to grow brand awareness, build credibility and deliver impactful results.