The total value of Premier League’s shirt deals has more than doubled in the space of six seasons with the gulf continuing to widen between the big and smaller clubs.
In 2011 the combined kit incomes was worth £100.45m but is now well over the £200m mark.
A comparison in 2015 by Total Sportek between the top five European leagues showed the English top-flight raking in well over twice its nearest rival. The total for the Premier League is £220m compared to £101m in the Bundesliga. Fourteen of the 20 Premier League clubs have shirt sponsorship deals with foreign companies compared to ten in 2013/14.
The rest of the top five European league numbers comprise of La Liga £82m, Liga 1 £70m, and Serie A £61m.
Six years ago, Sporting Intelligence reported that Manchester United and Liverpool were earning the most from their kit deals. The Anfield outfit’s agreement with Standard Chartered was worth £20m a year, an increase of £12.55m a year compared to their previous arrangement with Carlsberg. At Old Trafford, United had just inked a new £20m a season contract with insurers Aon – replacing the previous arrangement worth £14m a year with AIG.
That pales in comaparison to their most recent sponsorship coup. United have a seven-year deal with US car manufacturer Chevrolet now worth a whopping £53m per year, easily the biggest among the Premier League clubs. Second spot is now occupied by Chelsea (Yokohama £40m per year). The rest of the top six is made up of Arsenal (Fly Emirates £30m), Liverpool (Standard Chartered increased to £25m), Man City (Etihad Airways £20m) and Tottenham (AIA £16m) a year.
From here there’s a huge drop off, 10 miillion in the difference to Newcastle with Wonga, the first UK-registered company in the top ten. That’s equal to West Ham (Betway) while Everton’s long-term deal with Chang Beer nets them £5.3m a year.
At £5m a year, Crystal Palace with sponsors Mansion, owner of MansionCasino are in the top ten, joint-level with Aston Villa (Intuit Quickbooks), and Sunderland (Dafabet).
Research by REPUCOM.NET shows the Premier League clubs saw an increase of 36% last season compared to 2013/14, largely driven by Manchester United’s world-record 7-year deal with the US car manufacturer Chevrolet. The Red Devils separately have an ongoing £17m-a-year sponsorship deal with AON that includes their training kit
Premier League leaders Leicester City earn £1m a year from Thailand’s King Power, and that puts them at the bottom of the table in terms of shirt sponsorship income, level with Southampton, Watford, and Norwich City.