With big increases in sponsorship from areas such as the clothing & accessories and gambling industries, the combined value of the sponsorship rights across the 20 English Premier League clubs for the 2024-25 season has increased by 12.4% to $1.68 billion from under $1.5 billion in the previous season, according to GlobalData, a leading data and analytics company.
GlobalData’s latest report, “The Business of the Premier League 2024-25,” reveals that the overall value of the annual spend of the clothing & accessories sector in the English Premier League stands at $573.85 million.
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 that compete. However, the majority of the revenue generated is linked to the biggest clubs, with the ‘big six’ clubs linked to 73.92% of the league’s overall club sponsorship value.”
The boost to the collective value of the clothing & accessories has come via the activity in the kit supplier market, where the value has increased by $118.68 million from the 2023-24 season. Of the five new deals signed over the past 12 months, those linked to Aston Villa, Everton, and Newcastle United have contributed to the most to this increase. These three clubs have been able to at least double the value of their previous kit supplier rights.
Aston Villa and Newcastle United have been able to profit from their elevated position in the sponsorship market after successful recent seasons, which have seen both claim UEFA Champions League spots. Meanwhile, Everton has been boosted by the attraction of its 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 English Premier League coverage, having lost three teams deals from the 2023-24 season.
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 league.”
Manchester United boasts the largest valued portfolio, worth $326.8 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 United saw the largest increase in value, up $50.47 million, as it continues to grow its links to Saudi Arabia. It has signed three new deals with brands from Saudi Arabia over the past 12 months, with its largest rights offered (front-of-shirt and sleeve deals) sold to Saudi Arabian brands.
Kemp concludes: “Club level sponsorship in the English 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 league 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.”
