Chelsea and Liverpool’s new shirt sponsorship deals have helped push the combined total value for Premier League shirt deals through the £200 million-a-season barrier for the first time.
The Stamford Bridge club negotiated a club-record deal worth £40m a year with Yokohama, a tyre company, starting with the coming season, while Liverpool renegotiated a five-year deal with Standard Chartered worth £25m a year.
The commercial strength of the Premier League continues to pay dividends, with the overall income for Premier League clubs reaching £222.9m – up from £191.35m last year.
The overall total is more than double the income generated by the German Bundesliga, the second strongest league in terms of shirt sponsorship. According to industry analysts Repucom, the 18 Bundesliga clubs have shirt deals worth £101m collectively. That’s pretty much what the Premier League deals were worth in 2010-11, five years ago.
The international appeal of the Premier League is demonstrated with 14 overseas sponsors from 12 different countries, including the US, China, Thailand and Malta. Only Liverpool, Newcastle, Stoke, Norwich and Southampton boast British-based sponsors.
West Ham, Bournemouth and Crystal Palace will also carry new sponsors this season.
Despite a blanket ban on gambling within football, seven club shirts will carry sponsorship from gaming companies this season.
The combined value of the Premier League’s shirt deals have more than doubled in five years. In 2010-11, they were worth £100.45m; this coming season represents a 121.9% rise since then.