Premier league clubs have found a gold mine in shirt sponsorship contracts now that the gambling industry has begun to take great interest in it. In fact, earnings from shirt sponsorships have crossed £280 million for the forthcoming season. Nine football clubs have entered into deals with gambling firms, and they have paid £47.3 million overall.
The size of the shirt sponsorship deals have trebled over a seven year period
It exceeds the amount earned by Bundesliga clubs by £160 million. Even so, it is worth pointing out that the amount received for 2017-18 is slightly lower than for the previous year.
British Clubs Looking Eastwards for Premier League Shirt Sponsorship
Given that only four out of the nine Premier League clubs that received sponsorship deals from British gambling firms, it is apparent that markets in Asia have a major role to play in the gambling industry. Southampton, sponsored by Virgin Media was joined by only Liverpool, Stoke City, and Watford to get shirt deals from British-based companies which are Standard Chartered, Bet365, and FXPro respectively.
The largest deal has been bagged by Manchester United which received £45 million from America car manufacturer Chevrolet. Current champions Chelsea, on the other hand, have a £40 million deal with Yokohama Tyres. Manchester City and Tottenham are sponsored by Etihad from the United Arab Emirates and AIA from China respectively to the tune of £35 million each. There are a few Chinese companies among the sponsors. They include two gambling operators and a real estate developer specializing in eco-towns. Burnley has been sponsored by Filipino gambling operator Dafabet and Leicester by Thailand based Duty-Free giant King Power International.
Gambling Companies Will Always Play a Major Role in the World of UK Football
Gambling companies will continue to have a major role to play in the world of UK football even as the Football Association exited its contract with Ladbrokes because of a number of controversies surrounding betting. The deal in question was worth £4 million. But other companies have been coming in to pick up many of the sponsorship deals available. In fact, West Ham and Everton have managed to increase their sponsorship haul significantly over the previous year. This is all thanks to deals with gambling firms Betway (Malta) and SportPesa (Kenya) respectively.
Football clubs have plenty of opportunities to earn money from sponsorship deals. They certainly have been putting a lot of effort into doing so. Barclays has quit its sponsorship of the Premier League. Hence, the sleeve patches are now available to take on sponsor’s logos. Clubs can earn as much as £20 million from these sleeve patches. But the amount can vary drastically based on the performance of the club.
Manchester City Tops the List
The highest so far is Manchester City’s haul of £10 million from South Korean tyre firm Nexen. 10 other clubs are expected to sign a sleeve-patch contract collectively being negotiated by Sporting Group International. Some of the biggest clubs add the sleeve deals along with the shirt deal. They do this in order to negotiate for a larger sum altogether.
In other Premier League news, it seems likely that Chinese firm Lander Holdings will go through with its proposed takeover of Southampton from its Swiss-German owner Katharina Liebherr. It is believed that Ms Liebherr is not keen to sell the club that had been purchased by her father. But she might have to complete the £200 million deal on account of certain tax issues she is facing. She is expected to sell an 80% stake in the club to the Chinese company. However, the conclusion of talks between the two sides has left the ball in the Chinese firm’s court. It is expected to complete the transaction soon.