Skip to main content

"If you want some accessible but informative insight into football then I suggest you couldn't do better than the Political Economy of Football website, which is not only intelligible but comes with the added bonus of being written by Addicks fan Wyn Grant."
Ben Hayes - Charlton Athletic programme

Shirt Sponsorship

Share/Save

Players wear false beards in sponsorship deal

Kendal Town football club have signed an unusual sponsorship deal that requires players to wear crocheted black beards with sideburns and red beanie hats in pre-match warm-ups.    Local firm Rosetta makes off-the-wall giftwear.   The beards are a big seller in the US and it is hoped that this success will be replicated in the UK.

The beards come in a variety of colours, including grey.

New shirt deal for United

The ability of Manchester United to attract increasingly lucrative sponsorship deals is demonstrated by their new shirt sponsorship deal with Chevrolet.    Their current deal with US insurer Aon, admittedly over a four year period, is worth £80m.   The new deal which will start from the 2014-15 season is reported to be worth $600m over seven years.   They are the club's fifth shirt sponsor.

Sunderland secure African sponsorship deal

Sunderland AFC have secured a unique African sponsorship deal with Invest in Africa.   The team will wear the logo of the not-for-profit organisation on their shirts for the next two years.   Tullow Oil, Africa's largest independent oil company, is the founding partner in an initiative which seeks to promote fresh investment in the continent.

Germans claim win in shirt sponsorship league

According to a new report from International Marketing Reports, overall primary shirt sponsorship deals have a greater value in the English Premiership, but averaged by club, the Germans just edge it.


For the 2010/11 season, total shirt sponsorship for the Premier League amounted to €128m whereas Bundesliga clubs achieved €121m.   However, given that the Premiership has two more clubs, the average deal value was €6.4m compared with €6.72m in Germany.

Sports Direct likely to bid for Umbro

Mike Ashley's Sports Direct is likely to bid for Umbro, the UK-based football brand that sponsors the England team kit.   The discount sportswear chain owned a 30 per cent stake in Umbro before Nike took it private.

Nike bought Umbro in 2007 for £285m in an effort to increase its football revenues, but results were disappointing.   Revenues were $276m in 2006 but $224m last year.   Analysts believe that Nike will struggle to get back what it paid.

New shirt deal for Kiddy

Kidderminster Harriers have signed a new shirt deal with tool hire firm Hire-It! based on the Worcester Road.   The firm will replace OGL Computer on the front of the shirt until the end of the 2013-14 season after a five figure deal was secured.

Council sponsorship row

A great fuss has been made about a local authority sponsorship of Tranmere Rovers which requires them to wear 'Wirral' on their shirts.   In fact the sponsorship dates back to 1989 and enables the club to undertake various activities in the community.   Nevertheless, various rent a quotes have been wheeled out to portray this as a great injustice to taxpayers.

Unusual kit sponsorship deal

Kettering Town are in a financially precarious position and Betfair have come up with an unusual sponsorship deal to help them out.   They are sponsoring this Saturday's match against Stockport County, but players must take to the field in complete 1970s replica kit, including vintage-style shirts and the 'short shorts' which were typical of the era.


The sponsorship commemorates the fact that the Poppies were the first English side to have a sponsor's name on their shirts.

Standard Chartered mollified by Liverpool

Liverpool's sponsors Standard Chartered have made it clear that they are not happy about the way that the club handled the Suárez affair.   The bank said, 'We were very disappointed by Saturday's incident [at Old Trafford] and have discuss our concerns with the club.'   An 'inisder' is quoted by The Times as saying, 'It was a very robust conversation.'

New kit deal boosts Liverpool

Liverpool have been boosted by their £150m six year kit deal with American company Warrior.   Current manufacturers Adidas had claimed that the club was asking too much and had priced themselevs out of the market.


This is the first season since 1999/2000 that Liverpool have not competed in Europe but managing director Ian Ayre believes that the club's global appeal gives them the financial muscle to absorb revenue lost from missing out on European football.