In conclusion, major teams like Manchester City can draw in better sponsors thanks to their costly shirt partnerships.
Lower-tier Premier League teams frequently have much lower kit deal values.
Adidas just reached an agreement with Manchester United for the biggest kit deal in Premier League history, which will cost £90 million year starting in 2025.
Fans are eager to purchase the newest jersey online as soon as a new one is released, regardless of whether it is for a Premier League side or another one. In contemporary football, off-field events are equally as significant as on-field events.
A team is more likely to draw better sponsors if they are more marketable. Due to their history and the players on their roster, major teams like Manchester City, Manchester United, Liverpool, Arsenal, and Chelsea will always sign large contracts with numerous businesses. This is also true when it comes to reaching an agreement with kit manufacturers.
All of the Premier League’s teams are listed by Sporting News, which has ranked them according to the total worth of their contract with their current kit supplier. It should come as no surprise that the traditional top six teams and the lower-tier clubs in England’s top flight division are very different.
Newly Promoted Teams Pocketing the Least
The Worth of Each Premier League Team’s Kit Purchase (20–16)
Rank
Club
Supplier of Kits
Annual Value
Time frame
20.
United of Sheffield
Errea
N/A
2022–Today
19.
Town of Luton
Umbro
£330,000
2020–2024
18.
Burnley
Umbro
£1.5 million
N/A
17.
Brentford
Umbro
£1.5 million
2019–2025
16.
The Bournemouth
Umbro
£1.5 million
2021–2026
In terms of value each year from their kit sponsor, Luton Town is a long distance behind Burnley, who are in 18th place. Sportcal reports that the Hatters received £330,000 annually as part of their agreement with Umbro last year. Their contract expires at the conclusion of the season, although the firm might consider extending it if they avoid being dropped.
Under their existing contracts with the large sportswear retailer, Burnley, Brentford, and Bournemouth—all of whom are sponsored by the same sports corporation as Luton—receive little more than a million dollars. Even though all three teams make very little money, Fulham is in 15th place, not far behind. The Blades prop up the table since Sheffield United’s partnership with Errea, regrettably, had no annual value available.
1115-11
Aston Villa 12th
The Worth of Each Premier League Team’s Kit Purchase (15–11)
Rank
Club
Supplier of Kits
Annual Value
Time frame
11.
Wolves
Castore
Three million pounds
2021–2024
12.
Villa Aston
Castore
Three million pounds
2022–2024
13.
Albion, Brighton & Hove
Nike
£2.5 million
N/A
14.
Forest of Nottingham
The Macron
Two million pounds
N/A
15.
Fulham
Adidas
Two million pounds
From 2017 to 2024
Fulham, who barely missed out on the top 15, earns £2 million annually from their current relationship with Adidas, while Nottingham Forest receives a comparable sum from their current arrangement with Macron. According to Sports Pro Media, Forest’s contract with the sportswear company, which he extended in 2020, is set to expire next year.
Brighton, led by Roberto De Zerbi, has a lucrative contract with Nike for £2.5 million. The large sports company may decide to prolong their contract with the Seagulls in light of the club’s spectacular success in recent years. At the end of the 2023–2024 season, Aston Villa’s current contract with Castore is scheduled to expire. The Midlands team makes £3 million annually, which is the same as Wolverhampton Wanderers, who are in 11th place.
The Worth of Each Premier League Team’s Kit Purchase (10-1)
Rank
Club
Supplier of Kits
Annual Value
Time frame
1.
United Manchester
Adidas
75 million pounds
From 2015 to 2035
2.
City of Manchester
The Puma
£65 million
2019–2029
3.
Liverpool
Nike
£60 million
2020–2026
4.
Chelsea
Nike
£60 million
From 2017 to 2032
5.
The Arsenal
Adidas
£60 million
2019–2024
6.
Tottenham
Nike
Thirty million pounds
2018–2033
7.
Everton
Hummel
£8 million
N/A
8.
Newcastle United
Castore
£6.5 million
2021–2024
9.
West Ham
Umbro
Five million pounds
2020–2025
10.
The Crystal Palace
The Macron
£4 million
N/A
10 Macron’s Crystal Palace: Kit Deal is worth £4 million.
At 10, Wolverhampton Wanderers, who are not far behind the London team, earn £1 million less than Crystal Palace, which earns £4 million annually. In June 2022, the Eagles affirmed a long-term agreement with Macron to become its official technical kit partner.
After working with the south-east London team from 2014 to 2018, Macron rejoined the team and took Puma’s place. The Italian sportswear company supplies the club with a variety of training apparel in addition to the team match day uniforms. Given that Oliver Glasner’s club has a few recognisable players in the starting lineup, it wouldn’t be shocking if Macron decided to extend their contract in the future.
9 Umbro-West Ham United Kit Deal Value: £5 million
Although West Ham receives £5 million year from their current kit deal with Umbro, it is scheduled to expire in 2025. Since signing the deal with the sportswear behemoths in 2020, the Hammers have experienced some success. The east London team defeated Fiorentina in the Europa Conference League final during the 2023–2024 season.
Over the past few years, David Moyes’ team has demonstrated that they are capable of making it to Europe and is still getting better. As a result, it might urge Umbro to prolong their current agreement or possibly persuade other significant corporations to collaborate with the London-based company.
8 Castore-Newcastle United Kit Deal Value: £6.5 million
The Magpies have had an incredible ascent since the Middle East invested in them in 2021; they even qualified for the Champions League before the 2023–2024 season began. Former owner Mike Ashely negotiated their current £6.5 million annual contract with kit supplier Castore three years ago, with an expiration date of 2026.
The Magpies have reportedly terminated their collaboration with Castore due to the subpar products following multiple grievances from its supporters, according to The Telegraph. The Geordies have defended the items’ quality, according to Mail Online, but they still intend to stop using them in the summer of 2024. Adidas will take over as their new kit maker starting in the 2024–2025 season.
7 Hummel-Everton Kit Deal Value: £8 million
The Toffees still have a decent kit deal, earning £8 million year under their current contract with Hummel, despite their on-field difficulties. Last year, Everton and the renowned sportswear company reached an agreement to extend their contract until the summer of 2024.
Since their initial collaboration in 2020, Hummel has played a key role in five kit debuts. The club might have to start playing on the pitch if they want to continue their relationship with the business. Nonetheless, their lengthy history might be sufficient to convince the sportswear company to continue operating in the upcoming years.
6 Tottenham-Nike Kit Deal: £30 million in value
The heavyweights of north London are comfortably ahead of Everton of Merseyside. They inked their first contract with Nike in 2018, earning £30 million annually. The club will receive approximately £450 million in total when the contract with the large corporation expires in 2033.
Tottenham has demonstrated that they are still a formidable team and have had success without Harry Kane, even though he left for Bayern Munich last summer. A few indications that the team is improving and may eventually contend for the league in the upcoming years will only encourage Nike to consider extending their existing contract.
5Arsenal – Adidas
Value of Kit Deal – £60 million
It would not be surprising to see Adidas extend their partnership with the north London team given their recent success; Puma was their previous kit sponsor, and it was Nike before that, demonstrating that Arsenal isn’t afraid to mix things up. According to a report from TotalSportal, via The Sporting News, their agreement with the major sports company is set to expire this year. Earning £60 million annually, the club is level with fellow London team Chelsea. Under Mikel Arteta, the team now looks to be on an upward trajectory, challenging for Premier League titles again and back in the Champions League.
4Chelsea – Nike
Value of Kit Deal – £60 million
The London team has been used to long-term, lucrative contracts since Todd Boehly took over; after all, the American has given big contracts to players like Mykhaylo Mudryk, Enzo Fernandez, Moises Caicedo, and Nicolas Jackson that last until 2031. However, Chelsea’s current contract with Nike is a throwback to the Roman Abramovich era, having been signed in 2017 after the Blues won the Premier League under Antonio Conte. The 15-year agreement runs until at least 2032 and sees Chelsea earn £60 million annually, which is the joint-highest of all London teams.
3Liverpool – Nike
Value of Kit Deal – £60 million
It’s not surprise that the Merseyside giants are featured so highly because they are among the most thrilling teams to watch in the world. Liverpool’s 2020 deal is anticipated to expire in 2026, which is a very short period of time given the other top five teams.
Many supporters won’t be shocked to learn that the club’s current clothing agreement brings in £60 million annually. After all, they had already won the Premier League a year after winning the Champions League in 2018–19. All of this was planned by manager Jurgen Klopp, although his decision to leave the team at the end of the 2023–2024 campaign may have an effect on their financial situation. When it comes time to renew their sponsorship of the club in two years, major sports brands like Nike might take that into account.
2. Manchester City-Puma Kit Deal: £65 million in value
Manchester City is without a doubt one of Puma’s largest customers. Since Pep Guardiola joined the team in 2016, the English team has shown itself to be among the finest in the world.
Since winning the treble the previous season, the relationship has been fruitful. The Manchester team also boasts a number of marketable players, such Kevin De Bruyne and Erling Haaland. The two parties reached an agreement in 2019 that will give City £65 million a season for ten years. Supporters of the team will be hoping that their sponsors stick with the team while the proceedings take place, as the Cityzens are facing 115 violations of Financial Fair Play (FFP).
Adidas vs. Manchester United
Kit Deal is worth £75 million.
Since Sir Alex Ferguson left in 2013, the team has hardly won any significant trophies and has never won a league championship. Nevertheless, in spite of their terrible performances on the pitch, they continue to appear to have outstanding commercial success. They are the second most valuable team in the world, after Real Madrid, according to Forbes.
Naturally, having such a large worldwide brand draws many sponsorship opportunities. Next season marks the end of the club’s current ten-year, £750 million deal with Adidas. However, since then, an extension until 2035 has been reached. Despite earning £90 million annually, the club’s situation is not entirely positive.
According to the rules of their new Adidas uniform contract, they will be fined £10 million each time they miss out on the Champions League. According to The Times, the provision will take effect at the beginning of the following season, thus the Old Trafford team must consistently earn a spot in the league.
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