The English Premier League and its clubs have enjoyed a prosperous 2024/25 season in regard to sponsorship revenue. Sponsor spend from brands and the number of deals signed are up 9% and 14% respectively compared to 2023/24, taking total sponsorship revenue to  £1.58bn.

Gambling brands and sports apparel manufacturers have been behind much of this sponsorship revenue growth; spend across these sectors soared by more than £50m apiece compared to the 2023/24 season. Specifically, brand competition and nascent entrants have driven up the value of individual sponsorship deals. 

For example, Adidas became the highest spending sponsor across the Premier League, leapfrogging Nike.. The German brand snapped up new kit supplier deals with Aston Villa and Newcastle United for the 2024/25 season, and poached Liverpool FC away from Nike ahead of the 2025/26 season.

Further, overseas betting and casino sites such as Betano and BC.Game paid inflationary fees to acquire front-of-shirt inventory, hastened by an impending front-of-shirt ban kickstarting in the 2026/27 season.

Ampere notes three other trends that also contributed to Premier League sponsorship revenue growth, albeit less significantly:

1. Premier League Clubs benefitted from a revitalised drinks sector in 2024/25. Brands such as Red Bull, Nemiroff Vodka and Tiger Beer all signed exclusive category deals across multiple clubs, targeting mass stadium signage exposure, experiential activation and pouring rights. Looking ahead to 2025/26, Coca-Cola has returned as an official soft drink partner of the Premier League, signing a multi-product and multi-faceted deal
2. Tourism boards doubled down on Premier League football, driving growth of the travel sector, with 10 clubs now partnered with national or regional tourism campaigns. Of the seven new deals this season, five are US-based - a trend that tracks with the rising tide of American ownership across the league
3. Finally, Premier League Clubs partnered with B2B companies such as consultancies, IT Firms, legal services and ticketing platforms in order to sharpen off-pitch operations and fan engagement. In many cases, cash, technology and expertise were exchanged for sponsorship ad space, community programmes, hospitality, and branding rights; the most recent example being Everton’s stadium naming rights deal with local company, Hill Dickinson.

New challengers and competition at the top of the table, new ownerships, and investment into sales resource, meant that a number of clubs outside the ‘Big 6’ capitalised on sponsorship trends. Indeed, by the end of the 2024/25 season, the traditional ‘Big 6’ clubs accounted for 77% of Premier League sponsorship revenue, down markedly from 82% in 2023/24 and 81% in the 2022/23 season.

Looking ahead, 2025/26 should be another strong year for sponsorship, despite global economic pressures. Instead, gambling legislation in 2026/27 will prove to be the next major challenge for clubs, with airline, tourism, payment provider, B2B technology and crypto sectors among the front-runners for filling the front-of-shirt void in 2026/27.