Overview of the 2023/2024 Premier League sponsors
Who wears what in the 2023/24 English Premier League? Which apparel brands dominate in England’s highest club competition? And are most shirt and sleeve sponsors gambling companies?
Below we answer these questions and more by giving you an overview of the sponsors – kit, shirt and sleeve sponsors – of the 2023/2024 Premier League clubs. We also take a look at the league’s official partners.
NOTE: This article will be updated as new deals are announced.
Kit sponsors: 20 clubs, 8 brands
Eight different clothing brands sponsor the 20 Premier League teams this season. Adidas, Castore, Erreà, Hummel, Macron, Nike, Puma and Umbro are all represented. It is one more brand than during the 2022/23 and 2020/2021 seasons. During the 2021/2022 season there were 10 different kit suppliers, the highest amount during the last five seasons. While there were also eight different kit suppliers in 2019/2020.
In previous seasons, Adidas or Nike often sponsored the most Premier League sides. However, in 2023/24 the honour is for Umbro. The British brand supplies five teams. Two more than last season. Bournemouth, Brentford and West Ham United already played in Umbro kits at the highest level last year. This season promoted sides Burnley and Luton Town are added to Umbro’s portfolio.
Adidas and Nike each sponsor four 2023/24 Premier League sides
Adidas and Nike each sponsor four teams. For Nike there were no changes compared to last season. The swoosh brand still sponsors Brighton, since 2014, and three of the traditional top six teams with Chelsea, Liverpool and Tottenham.
Adidas’ Premier League portfolio went from five to four teams. Arsenal, Manchester United and Fulham continue to wear the German brand. While Leicester City and Leeds United, who wore the three stripes last season, got relegated. Adidas added Nottingham Forest for the 2023/24 season. Forest made the switch from Macron and is the only Premier League side who has changed kit supplier this season.
Castore in Champions League with Newcastle
Another British brand, Castore, also supplies multiple Premier League sides. The company, founded in 2015, has established multiple major sponsorship deals with clubs across (European) football. Like last season, they supply three Premier League clubs: Newcastle United, who qualified for the Champions League, Aston Villa, who will participate in the Conference League, and Wolves.
Erreà, Hummel, Macron, and Puma complete the list by each sponsoring one team. Erreà sponsors promoted side Sheffield United. Danish brand Hummel supplies Everton, while Crystal Palace plays in Macron kits.
Puma sponsors reigning champions and treble-winners Manchester City since 2019/20. The German brand signed a ten-year partnership with the City Football Group (City’s parent company) worth a reported £650 million.
Brentford kit rollover
In November 2021, Brentford announced they would rollover their 2021/22 kit to the 2022/23 season. A decision financially beneficial for fans. The 2023/24 home kit has a new design and will rollover to the 2024/25 season, while the 2023/24 away kit is the same as during the 2022/23 season.
Fulham’s Adidas deal the longest
Currently, the longest running kit deal is between Adidas and Fulham. The German brand sponsors the Cottagers since 2013. Nike’s deal with Brighton and Hove Albion is the second longest deal with nine years. During this time both clubs also played in the Championship (Fulham, six, and Brighton, four seasons)
West Ham and Manchester United”s kit deals both began in 2015, the third longest kit deals amongst Premier League teams. West Ham partners with Umbro. While United partners with Adidas, who replaced Nike at the time. Before the 2023/24 season, the Red Devils extended their partnership with Adidas until 2035 in a deal worth a minimum of £900 million.
2023/2024 Premier League kit sponsors
|Team||Kit sponsor||Buy it from Amazon (Affiliate Link)|
|Arsenal||Adidas||Home | Away|
|Brighton & Hove Albion||Nike|
|Manchester City||Puma||Home | Away | Third|
|West Ham United||Umbro||Home | Away|
Shirt sponsors: seven industries, eight gambling companies
So far, 19 Premier League clubs have confirmed their shirt sponsor for the 2023/24 season, including six teams with a new partner. With Nottingham Forest announcing a new shirt sponsor at the end of August, Chelsea is the only team yet to announce a new partner.
Chelsea’s deal with telecommunications company Three ended at the end of last season and the London club has encountered problems finding a replacement. A reported deal with Paramount+ fell through because of conflicting interests with Premier League TV rights holders. While the club pulled out of a deal with gambling firm Stake due to fan backlash. The financial rewards from a new deal will likely be significantly lower than they originally aimed for. Also given the fact that they did not qualify for European football.
Gambling industry dominates as shirt sponsor
Once again, gambling companies remain a favourite partner for clubs when it comes to shirt sponsorships. Eight out of 20 Premier League clubs feature a gambling company on the front of their shirts this season. That is more or less the same as during the previous five seasons, were the number of teams ranged between eight and ten.
Newcastle United switched from a gambling to a non-gambling sponsor this season. Fun88 got replaced by Sela, a Saudi Arabian company providing recreational experiences. Aston Villa and Burnley made the switch from a non-gambling to a gambling brand this season. Villa partnered with e-commerce platform Cazoo last season and switched to BK8, while Burnley replaced Classic Football Shirts with W88. Last season the logo of W88 was visible on Fulham’s kits, but the London club switched to SBOTOP, a different gambling brand.
Nottingham Forest started both of their last two seasons without a shirt sponsor. Last season they announced non-profit organisation UNHCR as shirt sponsor halfway through the season. This season, gambling firm Kaiyun Sports has become their shirt sponsor three matches into the season.
Gambling shirt sponsors prohibited from 2026/27 onwards
The domination of gambling companies as shirt sponsor will come to an end. The Premier League has announced that clubs have agreed to ‘withdraw gambling sponsorship from the front of their matchday shirts’ from the 2026/27 season onwards. Teams can still partner with gambling companies as sleeve partner or for in-stadium visibility.
At the beginning of August 2023, 13 out of 20 clubs had one or two partnerships with gambling firms. Apart from shirt sponsorships, these covered sleeve, training wear or general deals (mentioned as partner on club website).
Looking at the 2023/24 deals, no traditional top six club has a betting related shirt sponsor. It is mostly the middle and lower table teams who do. To what extend it will impact sponsorship income for these clubs will remain to be seen. In other leagues where the government imposed (all) gambling sponsorships, like La Liga, there was a shift to more financial services companies.
Five sponsors provide financial services
Apart from the gambling industry, the shirt sponsors can be categorised into six other industries. Five shirt sponsors are active in the financial services industry. While the rest of the shirt sponsors are active in the airline (two), online car retailer, energy, entertainment & hospitality, and software (all one) sectors.
At the beginning of August, Arsenal announced an extension of their partnership with Emirates until 2028. Starting in 2006, it is the longest running shirt sponsorship in the Premier League. In addition to Emirates featuring on the men’s, women’s and academy’s kits, the deal includes naming rights of Arsenal’s stadium.
Luton Town’s partner Utilita donates to foodbank for ever shirt sold
Promoted side and Premier League debutant Luton Town agreed the biggest sponsorship agreement in their history with energy company Utilita. The company already featured on the club’s home shirts last season as one of three sponsors. For every shirt sold, Utilita’s charity will donate £2 to the Luton Foodbank.
2023/2024 Premier League Shirt Sponsors
|Brighton & Hove Albion||American Express||Financial services||USA|
|Crystal Palace||Cinch||E-commerce – car retailer||UK|
|Fulham||SBOTOP||Gambling||Isle of Man|
|Liverpool||Standard Chartered||Financial services & banking||UK|
|Manchester City||Etihad Airways||Airline||Abu Dhabi, UAE|
|Newcastle United||Sela||Entertainment and hospitality||Saudi Arabia|
|Nottingham Forest||Kaiyun Sports||Gambling||Hong Kong|
|Sheffield United||CFI||Financial Services||Dubai, UAE|
|Tottenham Hotspur||AIA||Life insurance & financial services||Hong Kong|
|West Ham United||Betway||Gambling||Malta|
|Wolverhampton Wanderers||AstroPay||Financial services – online payment platform||UK|
21% of shirt sponsors have UK HQ
The companies sponsoring the teams come from around the world and often operate on a global scale. Four teams (out of 19 – 21%) are sponsored by companies who have their headquarters in the UK, while another three shirt sponsors are also European based. In addition, there are nine companies who have their main office in Asia.
Sleeve sponsors: 19 clubs, 12 industries
So far, 19 clubs have a sleeve sponsor for the 2023/24 season, including 12 new partnerships. The sleeve patch generates anywhere from half a million to 10 million pounds for teams, who are allowed such deals since the 2017/18 season.
Overall the companies entering sleeve sponsorships are diverse and the majority agrees on short-term (e.g. one year) deals. They can be divided into 12 different industries, including the financial services (four), tourism (three), e-commerce, and gambling (all two) industries.
With Crystal Palace and Wolves having a gambling sleeve sponsor, a total of 10 Premier League sides have a gambling logo on their kit (either as shirt or as sleeve sponsor). When the ban on gambling front-of-shirt sponsors comes into effect in 2026/27, more gambling companies will likely feature as sleeve sponsor. Currently, several gambling companies offer a higher financial reward to get the extra visibility as shirt sponsor rather than as sleeve sponsor.
JD switches teams again, but remains visible in the Premier League
Conference League champions West Ham switched from online trading platform Scope Markets to sports retailer JD for the 2023/24 season. With the deal JD ensures they remain visible in the Premier League. During the previous five seasons the British brand brokered a shirt or sleeve sponsorship deal with at least one Premier League side. They were visible on the kits of various clubs during that time, with their logo visible on the sleeves of relegated side Southampton last season.
Kaiyun Sports also switched teams this season. The gambling company was visible on the sleeves of Aston Villa last season, while they are the sleeve partner of Crystal Palace this term. They also became Nottingham Forest’s shirt sponsor at the end of August.
City switches to leading crypto exchange
From the traditional top six, only Chelsea and City have a change in sleeve sponsor. Chelsea is yet to announce a deal, while City’s deal with Nexen Tire ended. The reigning champions partner with crypto exchange OKX from the 2023/24 season onwards. The three-year deal has a rumoured value of £55 million.
Everton announced live streaming service Kick as their new sleeve sponsor, replacing Boxt. Kick is backed by among others, the co-founders of Stake.com, Everton’s main shirt sponsor.
Car retailer platform Cinch is the only brand sponsoring two teams. In addition to featuring as a shirt sponsor of Crystal Palace, the company is also a sleeve sponsor of London rivals Tottenham Hotspur.
2023/2024 Premier League sleeve sponsors
|Aston Villa||Trade Nation||Financial services – trading platform|
|Brentford||PensionBee||Financial services – online pension provider|
|Brighton & Hove Albion||SnickersUK.com||Workwear|
|Burnley||Uphold||Financial services – trading platform|
|Crystal Palace||Kaiyun Sports||Gambling|
|Luton Town||FreeNow||Mobility service provider|
|Manchester City||OKX||Financial services – crypto|
|Manchester United||DXC Technology||IT & consulting service|
|Tottenham Hotspur||Cinch||E-commerce – car retailer|
|West Ham United||JD||Sports retail|
|Wolverhampton Wanderers||6686 Sports||Gambling|
2023/2024 Premier League sponsors
The Premier League lists 10 official partners on their website. However, 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 Nike the official ball. As a result, 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 Five leagues do.
The Premier League has added one sponsor compared to last year. They added Sorare, a fantasy sports gaming experience and marketplace, as Official Licensee.
The Athletic reports that the deal with Nike, that started in 2000/01, will come to an end in 2025. The Premier League will switch to Puma and will thus use a new match day ball from the 2025/26 season onwards.
2023/2024 Official Premier League partners
|EA Sports||Lead Partner||Gaming|
|Barclays||Official Bank||Financial services|
|Castrol||Official Engine Oil Partner||Petroleum|
|Oracle||Official Cloud Partner||Enterprise software|
|Nike||Official Ball||Sporting goods|
|Avery Dennison||Official Licensee||Packaging|
|Sorare||Official Licensee||Fantasy sports gaming|