Relentless Rise in Value of English Premier League Shirt Advertising Deals Continues

Published on July 26th, 2017

The Manchester United 2017-18 season shirt featuring their sponsor Chevrolet.  Zoomed in.The value of shirt sponsorship deals in the English Premier League continues to rise with every new season. Last year the total amount invested in shirt advertising was £226.5m, while for the 2017/18 season the total is £281.8m. A 24% increase.

The Manchester United shirt sponsorship deal with the American car manufacturer Chevrolet continues to be the biggest at £47m per season. Second largest deal is between Chelsea FC and the Japanese tire maker Yokohama at £40m.

Here is a complete list of all EPL teams and their shirt deals in 2017/18:

Manchester United - Chevrolet - £47m
Chelsea - Yokohama - £40m
Manchester City - Etihad - £35m
Tottenham - AIA - £35m
Arsenal - Fly Emirates - £30m
Liverpool - Standard Chartered - £30m
West Ham - Betway - £10m
Everton - SportPesa - £9.6m
Crystal Palace - ManBetX - £6.5m
Newcastle - Fun88 - £6m
Southampton - Virgin Media - £6m
Swansea - LeTou - £4.5m
Leicester - King Power - £4m
Bournemouth - M88 - £3.5m
Stoke City - Bet365 - £3.2m
Watford - FXPro - £3m
West Brom - Palm - £3m
Burnley - Dafabet - £2.5m
Brighton - American Express - £1.5m
Huddersfield - Ope Sports - £1.5m

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Tottenham saw the biggest increase in shirt advertising revenues as their deal with the Chinese insurance company AIA was bumped up by £19m. The Man City deal with Etihad airline was increased by £15m.

Nine of the twenty EPL shirt sponsors are from the gambling industry.

The most unusual sponsor is the Chinese eco-town builder Palm, featured on the West Brom shirt.