Nine Premier League clubs are yet to secure front-of-shirt commercial deals for the upcoming season, with 12 clubs having not signed contracts. This has raised concerns that several teams may start the campaign without a shirt sponsor. The imminent ban on shirt advertising from gambling companies is significantly impacting all clubs' commercial returns, excluding those in the big six.
An executive at one club revealed to The Guardian that the collective loss of income from shirt deals could reach as high as £80m next season. For several years, gambling operators, particularly those serving Asian markets, have been willing to pay far more than other companies to sponsor Premier League clubs for global brand visibility.
Following a consultation with the government, the Premier League agreed three years ago to introduce a voluntary ban on such advertising. This was delayed until next season's start to give clubs time to find new sponsors. However, this removal of gambling firms from sponsorship opportunities has led to intense competition among lower-priced club sponsors.
New sponsors and market trends
Of this season's top-flight clubs with gambling sponsors, only Bournemouth have announced a replacement - Vitality - who were previously their stadium sponsor. They will now be featured on their shirts in what is expected to be a replicated cut-price deal elsewhere.
Brentford are also close to announcing their existing training kit sponsor - job search website Indeed - as their new shirt sponsor for next season. Both these teams have accepted significant reductions from their previous deals with bj88 and Hollywood Bets respectively; these new contracts are worth between £4m-£5m annually which reflects current market conditions.
Everton and Fulham seem set for an upward trend as they negotiate advanced deals with foreign exchange trader CMC Markets which would see modest increases on their existing contracts with Stake and SBOBet respectively. However, seven clubs backed by gambling companies remain in the market. Chelsea and Newcastle are also still seeking new sponsors as their current deals with IFS and Sela expire this summer.
Sponsorship divide
The removal of gambling companies from the market has exacerbated an already significant divide between the big six members and the rest of the Premier League in terms of attracting sponsors.
Arsenal, Liverpool, Manchester City, and Manchester United have secured long-term deals with Emirates, Standard Chartered, Etihad Airways, and Snapdragon respectively. These contracts are worth between £50m-£60m annually. Tottenham's £40m-a-year deal with insurance company AIA is set to expire at next season's end.
Leeds and Brighton have long-term contracts with Red Bull and American Express respectively. However, other clubs have found shirt negotiations challenging due to these changing market conditions.
