Overview of the 2024/2025 Premier League sponsors

Who wears what in the 2024/25 Premier League? Which apparel brands dominate in England’s top flight? 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 2024/2025 Premier League clubs. We also take a look at the league’s official partners.

NOTE: This article will be updated if new deals are announced.

Kit sponsors: 20 clubs, seven brands

Seven different clothing brands sponsor the 20 Premier League teams in 2024/25. Adidas, Castore, Macron, Nike, Puma, SUDU and Umbro are all represented. That is one less than during the 2023/24 season, while it the same amount of brands as in 2022/23 and 2020/2021. During the 2021/2022 season, there were 10 different kit suppliers, the highest amount during the last ten seasons (10 in 2016/17 as well).

Adidas is the main kit supplier in 2024/25 with seven teams. The German brand has supplied the most teams in eight out of the last 10 seasons. This season and in 2020/21, Adidas even supplied 35 percent of the clubs (the highest). In addition to the four clubs they already sponsored last season, they have added Aston Villa and Newcastle United as new partners. While Leicester City, who has been wearing Adidas kits since 2018, gained promotion to the Premier League.

Nike and Umbro each sponsor four 2024/25 Premier League sides

Like last season, Nike supplies four teams. Apart from Brighton and Hove Albion, the American brand sponsors three clubs from the traditional top six with Chelsea, Liverpool, and Tottenham Hotspur.

Umbro supplies four teams as well. Which is one less than last season, when the English brand sponsored the most teams in the Premier League. Burnley and Luton Town wore Umbro kits last season, but both clubs were relegated after a year in the English top flight. In return, Umbro continues to supply promoted side Ipswich Town. Just like Bournemouth, West Ham United, and Brentford.

The latter will not only continue wearing Umbro, but also continue wearing the 2023/24 home kit. In November 2021, Brentford announced they would rollover their 2021/22 Umbro kit to the 2022/23 season. A decision which is financially beneficial for fans and has thus been extended with a 2023/25 home kit. The 2024/25 away and third kit do have new designs.

Castore sponsoring less teams, but having a bigger presence

Last season, Castore sponsored Aston Villa, Newcastle and Wolves, making them the fourth largest supplier in the Premier League. However, all three teams switched to other brands. In return, Castore added Everton to their portfolio. The multi-year deal is reportedly worth more than £20 million per year. While Everton’s four-year deal with previous supplier Hummel generated around £8 million annually. Apart from supplying kits, training and travel wear, Castore becomes the first founding partner of the Toffees’ new 52,888-capacity stadium at Bramley-Moore Dock. This will give the brand access to enhanced commercial opportunities and media rights at the new venue.

It is not the only strategic move by Castore in recent times, as the English brand also signed an exclusive Umbro Professional Team Sports sub-license in March 2024. The sub-license allows Castore to market the Umbro brand in the UK, Germany, Austria, Switzerland, Belgium, Netherlands, and Denmark. It also means that from the start of the 2024/25 season, they have the exclusive right to seek to work with Umbro’s existing English Premier League partnerships. Thus with Bournemouth, Brentford, Ipswich Town and West Ham United. So, despite the end of three kit supply deals, Castore is more involved with Premier League clubs than ever before.

Five teams have changed kit sponsor

Castore is also involved in four out of five kit supplier changes this season. Last season there was only one change in kit supplier. Everton have replaced Hummel with Castore. Aston Villa and Newcastle, in turn, have switched from Castore to Adidas. While Wolves replaced Castore with SUDU. The UK brand launched in 2024 and aims to challenge the traditional kit supply model lowering costs and subsequently kit prices. With Wolves’ authentic jerseys costing £80 and replica jerseys going for £58. Which is below general prices of £125 and £80 respectively. The deal should also give the club, in cooperation with fans and players, more design freedom rather than being held to template designs.

Like Everton, Southampton switched from Danish brand Hummel. However, the newly promoted side agreed a four-year deal with Puma. The German brand already sponsored four-time defending champion Manchester City since the 2019/20 season. Back then, Puma signed a ten-year partnership with the City Football Group (City’s parent company) worth a reported £650 million.

2024/25 Premier League kit sponsors

Fulham’s Adidas deal the longest running

Currently, the longest running kit deal is between Adidas and Fulham. The German brand sponsors the Cottagers since 2013 (11 years). Nike’s deal with Brighton and Hove Albion is the second longest deal with 10 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.

Shirt sponsors: five industries, 11 gambling companies

Of the 20 Premier League clubs, only Chelsea is yet to agree on a shirt sponsor for the 2024/25 season. The London club reportedly has trouble obtaining a lucrative deal with no Champions League participation (they qualified for the Conference League with a sixth place Premier League finish).

Chelsea was in a similar situation last season. Back then 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. It was only several weeks into the 2023/24 season, that they agreed on a shirt sponsorship deal with American sports technology company Infinite Athlete for a reported £40 million.

Gambling industry dominates as shirt sponsor

Once again, gambling companies remain a favourite partner for clubs when it comes to front of kit sponsorships. Eleven out of 20 Premier League clubs have a gambling shirt sponsor. Three more than last season, with the number of gambling sponsorships varying between eight and 10 between 2018/19 and 2022/23.

Five clubs continued their shirt sponsor partnership with gambling firms. While three clubs – Aston Villa, Bournemouth, and Southampton – switched from one gambling firm to another. Crystal Palace (from Cinch), Leicester City (from King Power), and Wolves (from AstroPay) switched from non-gambling sponsors to gambling ones.

Gambling shirt sponsors prohibited from 2026/27 onwards

The high number of gambling sponsorships seems strange after the Premier League announced in April 2023 that clubs agreed to ‘withdraw gambling sponsorship from the front of their matchday shirts’ from the 2026/27 season onwards. Limited to front-of-shirt sponsorships, the agreement does not include sleeve and other (e.g. in-stadium visibility) sponsorships.

However, for now, with gambling firms still allowed, it can be a significant source of income for clubs. Especially for ‘smaller’ clubs who can regularly receive double the amount compared to non-gambling sponsors. It is worrying though, that it is not always clear where these gambling companies come from. With several of them being ‘white-label’ firms, which are operated by someone other than the brand owner. This is supposedly the case with the new partners of Wolves (DEBET) and Crystal Palace (Net88).

The ban will alter the landscape of shirt sponsors in the Premier League in 2026, but how remains to be seen. In La Liga, where the government banned gambling sponsorships, a shift took place to partners from the financial services industry.

Three sponsors provide financial services

Apart from the gambling industry, the shirt sponsors can be categorised into four other industries. Three shirt sponsors are active in the financial services industry. While the rest of the shirt sponsors are active in the airline, entertainment & hospitality (both two), and telecoms equipment & semiconductors industry (one).

The latter is Snapdragon, who sells semiconductor products that are designed and marketed by Qualcomm Technologies Inc. Snapdragon entered a partnership with Manchester United in August 2022 and has upgraded it to a front-of-shirt partnership for the men’s, women’s and academy teams before the start of the 2024/25 season. The three-year deal is reportedly worth over £60 million per season. Which is significantly higher than the reported £47 million per year United received from their previous deal with Team Viewer. The German software company ended the partnership three years into an initial five-year deal. Between 2014 and 2021, United partnered with another American company, Chevrolet. That deal was rumoured to have a value of around £64 million annually.

Arsenal and Emirates have the longest running shirt sponsor partnership amongst Premier League clubs. Starting out in 2006, the deal includes naming rights of Arsenal’s stadium in addition to featuring on the men’s, women’s, and academy kits. In August 2023, Arsenal announced an extension of the partnership until 2028.

Ed Sheeran sponsoring Ipswich Town

One of the notable shirt sponsorships of the 2024/25 season is Ed Sheeran sponsoring Ipswich Town. The world famous musician owns 1.4 percent of the club he supports and the logo of his Mathematics Tour (+–=÷× Tour) features on the club’s kits since 2021/22. Back then Ipswich Town still played in League One, finishing 11th. They won back-to-back promotions in 2022/23 and 2023/24 to return to the Premier League after 22 years.

2024/25 Premier League shirt sponsors

40% of the teams have an Asian shirt sponsor

The companies sponsoring the teams come from around the world and often operate on a global scale. Only Liverpool’s shirt sponsor Standard Chartered has its headquarters in the UK. While last season, four sides (20 percent) were sponsored by a company with UK headquarters. Another four sponsors come from Europe this season. While eight teams (40 percent) have a sponsor with headquarters located in Asia, including several gambling firms. Another three gambling sponsors have their headquarters on Curaçao.

With Manchester United’s new sponsor Snapdragon, two American firms are represented as well. The other being American Express (Brighton)

Sleeve sponsors: 12 industries, eight new partnerships

Hours before their first match of the 2024/25 season against Manchester City, Chelsea announced entertainment discovery platform Fever as sleeve sponsor. It meant all 20 clubs went into the new season with a sleeve partnership in place, including eights clubs with a new deal.

The sleeve patches generate anywhere from half a million to 10 million pounds for teams, who are allowed such deals since the 2017/18 season. Generally the companies entering sleeve sponsorships are diverse and the majority agrees on short-term (e.g. one year) deals. This season, the firms can be divided into 12 different industries, including five companies from both the financial services and tourism industries.

Crystal Palace is the only club with a gambling sleeve sponsor, despite also having switched to a front-of-shirt gambling sponsor. Wolves switched to JD Sports this season from a gambling sleeve sponsor after striking a front-of-shirt deal with a gambling firm. 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

Over the past few years, JD Sports has often partnered with one or more Premier League clubs. This season their logo will appear on the sleeves of Wolverhampton. During the 2023/24 season, they featured on West Ham’s sleeves. The London club has since switched to accounting software firm QuickBooks. While JD Sports partnered with Southampton in 2022/23. The Saints will have the logo of P&O Cruises on their sleeves on their return to the Premier League.

Another tourism organisation will feature on Brighton’s sleeves, namely Experience Kissimmee, the official travel authority of Osceola County, Florida. While Bournemouth has agreed a two-year partnership with property developer LEOS International.

Kaiyun Sports is the only company on two different kits. The gambling company has a shirt sponsorship deal with Nottingham Forest since the end of August 2023. While they feature as Palace’s sleeve sponsor for a second consecutive season.

Spurs switching to crypto platform Kraken

From the traditional top six, Chelsea and Tottenham are the only two to have agreed on a new sleeve partner. Crypto platform Kraken has replaced Cinch at Spurs. The online car retailer had been the club’s sleeve sponsor since 2021 for a reported £10 million per year.

In 2023, Manchester City announced another crypto exchange firm (OKX) as sleeve partner. Their three-year deal has a rumoured value of £55 million.

2024/25 Premier League sleeve sponsors

2024/25 Premier League sponsors

The Premier League lists six official partners on their website. The sponsors 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, while several of the other Big Five leagues do.

The official beer of the Premier League has changed to Guinness, while this was Budweiser last season. The four-year agreement will focus on promoting Guinness’ non-alcoholic beer and responsible drinking. The Premier League lost one official partner with Castrol (Official Engine Oil Partner in 2022/23 and 2023/24).

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.

In addition to the official partners, the Premier League lists five official licensees. Compared to the 2023/24 season, they added VR developer Rezzil and Football Manager (both on four-year deals).

2024/25 Official Premier League partners