Who wears what in the English Premier League? Which apparel brands are dominating in England’s highest club competition? 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 2022/2023 Premier League clubs. We also take a look at the league’s official partners.
Below we answer these questions and more by giving you an overview of the sponsors – kit, shirt and sleeve sponsors – of the 2021/2022 Premier League clubs. We also take a look at the league’s official partners.
Kit sponsors: 20 clubs, 7 brands
Seven different clothing brands sponsor the 20 Premier League teams this season. Adidas, Nike, Castore, Umbro, Puma, Hummel and Macron are all represented. It is the same amount of apparel brands as in 2020/2021. During the 2021/2022 season there were 10 different kit suppliers, the highest amount over the last five seasons. While there were eight and six different kit suppliers in 2019/2020 and 2018/2019 respectively.
Adidas is once again the main kit supplier with five teams. That is one more team than last season. Arsenal, Leeds United, Leicester City and Manchester United continue wearing the German brand. The brand also has Fulham in their portfolio, who were promoted to the Premier League after a year in the Championship. The partnership between Adidas and Fulham, that started in 2013, is currently the longest running kit deal of all Premier League teams.
Similar to the last two seasons, Nike sponsors four teams: Brighton, since 2014, and three of the traditional top six teams with Liverpool, Chelsea and Tottenham.
British brand Castore, rapid expansion
Castore is rapidly gaining ground in the sports and football industry. The British brand continues supplying Newcastle United and Wolverhampton Wanderers with kits. They have also added Aston Villa to their ranks. The sports wear brand first gained prominence by partnering with tennis player Andy Murray back in 2019. By sponsoring three Premier League sides and a partnership with La Liga side Sevilla, their international visibility increases even further.
Like last season, Umbro also sponsors three teams. Brentford and West Ham continue to wear the English brand. Promoted side Bournemouth have substituted Burnley, who were relegated.
Brentford kit rollover
In November of 2021, Brentford announced they had chosen for a so-called kit rollover. Meaning their 2021-2022 kit would also be their 2022-2023 kit. A financial advantage for fans being the main reasoning behind it, as fans highlighted “the savings that a two-season shirt would provide”.
Macron and Hummel each sponsor two teams. The Italian brand supplies kits to promoted side Nottingham Forest. They also added Crystal Palace this season, after a previous stint with the London club from 2014 to 2018. Hummel sponsors Southampton and Everton.
Puma’s deal with the City Football Group
Puma completes the list by sponsoring reigning champions Manchester city. With the club’s parent company, the City Football Group, they signed a ten-year partnership with a reported worth of £650 million before the 2019/2020 season.
So only two teams switched brands for the 2022/2023 season. Aston Villa from Kappa to Castore and Crystal Palace from Puma to Macron.
2022/2023 Premier League Kit Sponsors
Shirt sponsors: six industries, eight gambling companies
Apart from Nottingham Forrest, all Premier League clubs have confirmed a shirt sponsor for the 2022/2023 season. Nottingham Forest is currently holding out for a deal with better financial terms, and will likely soon follow suit after winning promotion last season.
Once again, gambling companies remain a favourite partner for clubs when it comes to shirt sponsorships. Eight out of 20 Premier League clubs feature a gambling company on the front of their shirts this season. That is more or less the same as the previous five seasons, were the number of teams ranged between eight and ten.
Wolverhampton Wanderers and Crystal Palace switched from a gambling to a non-gambling sponsor this season. Last season gambling company W88 sponsored Palace, as a replacement the company has partnered with promoted side Fulham this season. Promoted side Bournemouth also has a gambling company as shirt sponsor. Two of last season’s three relegated sides – Burnley and Watford – had a gambling front-of-shirt sponsor.
Voluntary ban on gambling shirt sponsors
The question now is for how long the ‘domination’ of gambling companies will continue. Premier League teams are discussing voluntarily banning gambling companies as shirt sponsor in a bid to prevent a government imposed ban. Over a three year period gambling front-of-shirt sponsorships will be phased out. There will be no such ban for the sleeve sponsorships.
Especially the middle to low tier teams will think twice about this move. As none of the traditional top six has a betting-related logo on their shirtfronts (or sleeve), it is mostly those clubs affected by such a ban. Gambling companies are likely willing to pay more than most non-gambling companies to partner ‘smaller’ clubs, while ‘big’ clubs have more options to choose from.
Five sponsors providing financial services
Besides the gambling partners, five shirt sponsors are active in the financial services industry. While the rest of the shirt sponsors could be categorised as being active in the airline, online car retailer (both two), telecommunications and software (both one) sectors.
Five new shirt sponsors
Five teams changed their shirt sponsor this season. Bournemouth, Fulham and Everton all switched to gambling brands, while Crystal Palace and Wolves switched to non-gambling companies.
Wolves has struck a deal with online payment platform AstroPay for 2022/2023, while Crystal Palace has switched to car retail platform Cinch. The British company was already a sleeve sponsor of Tottenham Hotspur and will now also be active as shirt sponsor, just as competitor Cazoo (Aston Villa).
Last season, Cazoo also sponsored Everton, but they decided against extending their £10 million per season deal. In Stake.com Everton has found a new partner that pays around the same amount.
Fulham has ‘downgraded’ last season’s front-of-shirt sponsor World Mobile to sleeve sponsor, and replaced it with W88.
2022/2023 Premier League Shirt Sponsors
21% of shirt sponsors have UK HQ
The companies sponsoring the teams come from around the world and often operate on a global scale. Four teams (21%) are sponsored by companies who have their headquarters in the UK, while another five (26%) are also European based. In addition, there are six companies who have their main office in Asia.
Sleeve sponsors: 19 clubs, 11 new partnership
Since the 2017/18 season Premier League clubs are allowed to have sleeve sponsorships with deals ranging from half a million to ten million pounds. Despite this financial opportunity, not all teams immediately jumped on the bandwagon. So far 19 clubs have confirmed their sleeve sponsor, including 11 new partnerships.
Overall it seems that the companies entering sleeve sponsorships are diverse. Like in previous seasons multiple companies are active in the e-commerce (four) and financial services (three) industries. Companies from the tourism and gambling industry (both two) are also favourites as sleeve sponsor.
Contrary to shirt sponsors only two gambling company are involved as sleeve sponsor. Wolves no longer have a gambling company as shirt sponsor and instead don a gambling logo on their sleeve. If the phasing out of gambling front-of-shirt sponsorship is approved, the amount of gambling sleeve sponsors will likely increase.
2022/2023 Premier League Sleeve Sponsors
2022/2023 Premier League sponsors
The Premier League lists nine official partners on their website. However, this does not include their various international and UK broadcast partners. The sponsors/partners 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 (excluding broadcast partners). Several of the other Big Five leagues do.
The Premier League has added one sponsor compared to last year. They added Castrol as Official Engine Oil Partner.