Premier League shirt deals rise to record high
The combined value of Premier League shirt sponsorship deals this year is £226.5m, an increase of £3.6m on last year. In percentage terms this is less than two per cent, so it is a much smaller rise than that for broadcasting contracts.
There is a tremendous variation in the value of the deals from £47m at Manchester United (Chevrolet) to £1m at Leicester (King Power) and Middlesbrough (Ramsdens). Apart from Manchester United, three other clubs have deals worth more than £20m: Chelsea (Yokohama Tyres, £40m); Arsenal (Emirates, £25m); Manchester City (Etihad, £20m).
Hull City recently announced that their new shirt sponsor will be Kenyan-based online betting firm SportPersa, the first African company to sponsor a Premiership club. Ten of the twenty sponsorships are with betting companies, although the sums involved are at the lower end of the spectrum. The largest is Dafabet (Philippines) with Sunderland for £6m, up by £1m.