Overview of the 2019/2020 Premier League sponsors
Note: This article is subject to changes when new deals are announced.
Who wears what in the English Premier League? Which apparel brands are dominating on the Premier League pitches? Are most shirt and sleeve sponsors gambling companies?
Below we answer those questions and more by giving you an overview of the sponsors – kit, shirt and sleeve sponsors – of the 2019/2020 Premier League clubs. We also take a look at the league’s official partners.
Kit sponsors: 20 clubs, 8 brands
The 20 Premier League teams are sponsored by eight different clothing brands. We will see Adidas, Umbro, Nike, Puma, Erreà, New Balance, Kappa and Under Armour on the Premier League pitches this year. In 2018/2019 there were six different brands sponsoring Premier League kits, while there were eight in 2017/2018 and ten in 2016/2017.
Adidas is once again the main kit supplier with six teams. Manchester United, Watford, Leicester City and Wolverhampton Wanderers will continue wearing the German brand. Promoted side Sheffield United is added, along with new partner Arsenal who switched from Puma. Cardiff City and Fulham were both relegated while wearing Adidas last year.
Umbro follows Adidas by sponsoring four teams. Bournemouth, Everton and West Ham United were already part of Umbro’s portfolio. For the 2019/2020 season they added Burnley, who switched from Puma.
Despite losing Arsenal and Burnley, Puma still sponsors three teams. Besides Crystal Palace and Newcastle they secured a multi-year partnership with reigning champions Manchester City – and several other clubs belonging to the City Football Group.
Nike also supplies three Premier League teams: Brighton & Hove Albion, Chelsea and Tottenham. With the latter two the American brand sponsors two of the ‘traditional’ and also last year’s top six. Just as many as Adidas.
New Balance, Under Armour, Erreà and Kappa complete the list by each sponsoring one team.
Like last season, four teams have switched brands for the upcoming season, including Manchester City from Nike to Puma, Aston Villa from Luke 1977 to Kappa and Arsenal and Burnley from Puma to Adidas and Umbro respectively.
|Team||Kit Sponsor||Buy it from Amazon|
|Brighton & Hove Albion||Nike|
|Leicester City||Adidas||Home | Away|
|Liverpool||New Balance||Home | Away|
|Manchester City||Puma||Home | Away|
|West Ham United||Umbro||Home | Away|
2019/20 Premier League Shirt Sponsors
Gambling companies remain a favourite partner for clubs when it comes to shirt sponsorships. Ten out of 20 Premier League clubs will feature a gambling company on the front of their shirts this season. That is one more than last year and two more than in 2017/2018. Two of the three clubs that won promotion have a gambling shirt sponsor. Burnley once again switches from one gambling sponsor (Laba360) to another (W88).
It is notable that none of the traditional top six has a betting or gambling logo on their shirtfronts (or sleeve). Gambling companies are likely willing to pay more than most non-gambling companies to partner ‘smaller’ clubs, while ‘big’ clubs have more options to choose from.
Even if they do not have a gambling shirt sponsor, all clubs partner with gambling companies. Some of them even have deals with multiple firms.
Besides the gambling partners, four shirt sponsors are active in the financial services industry. While the rest of the shirt sponsors could be categorised as being active in the airline, automotive (both 2), duty-free shop or media (both 1) sector.
The companies come from around the world, with a majority having their headquarters in Asia and Europe.
|Bournemouth||M88||Gambling||Philippines & Gibraltar|
|Brighton & Hove Albion||American Express||Financial services||USA|
|Everton||SportPesa||Gambling||Kenya & Isle of Man|
|Leicester City||King Power||Duty-free shop||Thailand|
|Liverpool||Standard Chartered||Financial services & banking||UK|
|Manchester City||Etihad Airways||Airline||Abu Dhabi, UAE|
|Newcastle United||Fun88||Gambling||Isle of Man|
|Sheffield United||USG||Financial services||Australia|
|Southampton||LD Sports||(Sports) Media||China|
|Tottenham Hotspur||AIA||Life insurance & financial services||Hong Kong|
|West Ham United||Betway||Gambling||Malta|
2019/20 Premier League Sleeve Sponsors
Since the 2017/18 season Premier League clubs are allowed to have sleeve sponsorships. Not all clubs had one during that first season. Arsenal (Visit Rwanda) and Manchester United (Kohler) for example only debuted a sleeve sponsor during the 2018/19 season.
Tottenham is the only team yet to feature or announce a sleeve sponsor. Chairman Daniel Levy explained during a board meeting at the end of 2018 that ‘any sleeve sponsorship may compromise the value of the naming rights deal [for their new stadium], so the naming rights would come first.’
Burnley (LoveBet), Bournemouth (M88 Masion) and Sheffield United (USG) are the three clubs having the same shirt and sleeve sponsor. Watford’s Bitcoin sleeve branding is an extension of their shirt sponsorship deal with Sportsbet.io.
Financial services (6), gambling (4) and automotive (3) companies are also favourites as sleeve sponsor. Noticeable is that (so far) there are only four gambling related sleeve sponsors while there are 10 gambling shirt sponsors.
Note: The table below will be updated when sleeve sponsors are official. For 2018/2019 sleeve sponsors click here.
|Aston Villa||BR88||Gambling & gaming|
|Brighton & Hove Albion||JD||Sports retail|
|Crystal Palace||All Football||Football app|
|Everton||Angry Birds (Rovio Entertainment)||Gaming|
|Leicester City||Bia Saigon (ThaiBev)||Beverage|
|Liverpool||Western Union||Financial services|
|Manchester City||Nexen Tire||Automotive|
|Manchester United||Kohler||Manufacturing & hospitality|
|Newcastle United||StormGain||Financial services|
|Norwich City||Best Fiends (Seriously Digital Entertainment)||Gaming|
|Sheffield United||USG||Financial services|
|Watford||Bitcoin (with Sportsbet.io)||Financial services|
|West Ham United||Basset & Gold||Financial services|
|Wolverhampton Wanderers||CoinDeal||Financial services|
2019/2020 Premier League sponsors
The Premier League lists eight official partners on their website. This does not include their various international and UK broadcast partners. The sponsors/partners have a clear ‘role’. For example Barclays in the official bank and TAG Heuer the official timekeeper. Partners receive exclusivity within their niche. Noticeable is that the Premier League does not list any regional partners (excluding broadcast partners). Several of the other Big 5 leagues do.
|EA Sports||Lead Partner||Gaming|
|Barclays||Official Bank||Financial services|
|Coca-Cola||Official Soft Drink||Beverage|
|Nike||Official Ball||Sporting goods|
|TAG Heuer||Official Timekeeper||Watchmaking|
|Avery Dennison||Official Licensee||Packaging|