On the next 11th, Friday, at 4 pm (Brasília time), the ball will roll again in the Premier League – one of the leagues with the most sponsorships made by bookmakers.
Defending champions Manchester City will face Burnley.
The financial magnitude of the competition is impressive, as revealed by the Deloitte Football Money League 2023 report, which named 16 Premier League clubs among the world’s 30 richest in the 2021/2022 season.
In the previous year, the English league distributed an impressive amount of £ 2.5 billion (R $ 15.6 billion, at current prices) to its teams, as payment for the rights to broadcast the championship.
The Premier League reaches a global audience, with its games being broadcast by 80 broadcasters and reaching around 200 countries around the world.
This turns the league and its clubs into important showcases for big brands.
The English competition is marked by a strong presence of bookmakers among its sponsors, in addition to other prominent businesses.
Premier League Sponsorships
The Premier League’s main sponsor is EA Sports FC, successor to the FIFA eSports series.
Since the end of the licensing partnership with football’s governing body, the electronic games company has sought to intensify its partnerships with major leagues, especially in Europe.
EA Sports FC is also a partner of three Premier League 2023/2024 clubs: Liverpool, Manchester City and Tottenham.
Other important sponsors of the English first division include: Barclays, Budweiser, Castrol, Hublot, Oracle and Nike, supplier of the competition’s official ball.
In addition, there are licensing agreements with Panini, Avery Dennison and Sorare.
Bookmakers still dominate the league
In April this year, Premier League clubs passed a rule banning master sponsorship by betting companies.
This ban will come into effect at the start of the 2026/2027 season, when these companies will no longer be able to display their logos on the front of the kits (although their presence on the sleeves will still be allowed).
Sponsorships from bookmakers have been an extremely controversial subject in England.
So much so that some of the big clubs, which have agreements with important international brands, have decided to anticipate the rule and end this type of contract.
Despite this, bookmakers still maintain a strong presence in the 2023/2024 Premier League master sponsorships.
They managed to secure the privileged space on the front of the shirts of seven of the 20 clubs that make up the competition.
Check the list of main sponsors
- Arsenal: Adidas (sporting material), Emirates (master) and Visit Rwanda (shirt sleeve);
- Aston Villa: Castore (sporting material), BK8 (master) and Trade Nation (shirt sleeve);
- Bournemouth: Umbro (sports equipment) and Dafabet (masters);
- Brentford: Umbro (sporting material), Hollywoodbets (masters) and Gtech and Pension Bee (shirt sleeves);
- Brighton: Nike (sportswear), American Express (masters) and SnickersUK.com (shirt sleeves);
- Burnley: Umbro (sporting material), W88 (masters) and BK8 (training uniform);
- Chelsea: Nike (sporting material) and Trivago (masters);
- Crystal Palace: Macron (sports equipment) and Cinch (masters);
- Everton: Hummel (sports material), Stake (master) and Kick (shirt sleeve);
- Fulham: Adidas (sporting material) and Sbotop (master);
- Liverpool: Nike (sporting material), Standard Chartered (masters) and Expedia (shirt sleeves);
- Luton Town: Umbro (sporting material), Utilita (master) and Freenow (shirt sleeve);
- Manchester City: Puma (sporting material), Etihad Airways (master) and OKX (shirt sleeve);
- Manchester United: Adidas (sporting material), Tezos (official blockchain), TeamViewer (master) and DXC (shirt sleeve);
- Newcastle: Castore (sporting material), Sela (master) and Noon (shirt sleeve);
- Nottingham Forest: Adidas (sporting material), E.ON Energy (master) and Ideagen (shirt sleeve);
- Sheffield: Erreà (sporting material, Italy) and Credit Financier Invest (master);
- Tottenham: Nike (sporting material), AIA (master) and Cinch (shirt sleeve);
- West Ham: Umbro (sporting material), Betway (masters) and JD (shirt sleeve);
- Wolverhampton: Castore (sporting material), Astropay (master) and 6686.com (shirt sleeve).
