Premier League Shirt Sponsors in 2024/25

A new season invariably means a new shirt, although it was great to see Luton buck that trend and stick with their 2023/24 kit for the new campaign. With many fans still feeling the pinch from the cost of living crisis that was a nice touch from the Hatters, that also makes a lot of environmental sense. But anyone expecting something similar in the Premier League can forget about it!

In this article, we are not focussing on the shirts themselves but instead on the main front-of-shirt sponsorship deals each club have. These change almost as regularly as the shirt design these days, especially at some of the division’s less prestigious teams. Anyway, let’s cut to the chase.

Arsenal – Emirates

The Gunners will have Emirates as the main shirt sponsor and on all three kits and the phrase “Fly Better” will feature underneath the airline’s name. The Gunners have long been sponsored by the UAE airline, based in Dubai, and of course Arsenal’s stadium is known for sponsorship reasons at the Emirates.

Aston Villa – Betano

In April 2023 PL clubs decided to voluntarily ban gambling companies from being shirt sponsors from the 2026/27 campaign onwards. Until then, however, Villa are one of the clubs who have decided to take the cash whilst they still can. Betano replace another betting company, BK8, as Villa’s main sponsor.

Bournemouth – bj88

The Cherries are another with a new sponsor for 2024/25, and their deal with bj88 has been a controversial one. They are an Asian gambling firm but the source of the controversy is that they have been linked to cockfighting! bj88 deny the story and say their brand and name have been illegally misused.

Brentford – Hollywood bets

Brentford are another with a gambling site on their shirts, with Hollywood bets, a South African betting site, again their primary sponsor.

Brighton – Amex

Brighton have a longstanding deal with Amex who also own the naming rights to their ground. The club first signed a deal with the US finance firm in 2010 but signed an extended 12-year deal in 2019. The agreement was worth more than £100m to the Seagulls and covers the stadium, match-day shirts and training wear.

Chelsea – TBC

For the second year in a row, Chelsea, masters of long-term thinking(!) and key transfer experts and strategists (also !), have begun the Premier League campaign without a shirt sponsor. All part of the Todd Boehly masterplan we’re sure.

Crystal Palace – Net88

The Eagles are another in the “new gambling sponsor” boat, going slightly more left-field than most in partnering with Vietnamese bookmaker Net88. Palace announced it as a “record two-year deal”, although fans are somewhat in the dark given Net88 seems to have very little presence online.

Everton – Stake

The Toffees signed a deal with Stake, a casino and sports betting site, in June 2022. It was controversial as they had said they wanted to move away from partnering with a gambling company. However, financial issues made them think twice and the lucrative deal is worth more than £10m a year and could be extended after 2024/25.

Fulham – SBOTOP

Fulham are also sponsored by a gambling firm, after they signed a deal with SBOTOP in June 2023. The betting site behind the deal is SBOBET, and have worked with Leeds and West Ham too.

Ipswich – Ed Sheran!

One of the more interesting deals sees popstar Ed Sheran, who recently bought a small stake in his hometown team, sponsor Ipswich. The club’s shirts have featured promotion for his tour since 2021.

Leicester City – BC.GAME

Newly promoted Leicester feature BC.Game on their playing kit. The club themselves describe BC.Game as an “online gaming platform”. The company could also be viewed as a crypto-based casino though, and is not licensed in the UK.

Liverpool – Standard Chartered

Liverpool have long worked with FTSE 100 bank Standard Chartered and in the summer of 2022, they announced an extension to the deal. That will run until the end of the 2026/27 campaign after they replaced Carlsberg on the front of the Reds’ kit in 2010.

Man City – Etihad

In a financial arrangement that is entirely fair and in no way dodgy, City are essentially sponsored by their owners, who pay a perfectly fair and normal price to appear on the shirts. Abu Dhabi airline Etihad also own the naming rights to City’s stadium.

Man United – Snapdragon

Snapdragon sponsor the shirts of United’s men and women and are a firm few will be overly familiar with. They are essentially part of a wider business, Qualcomm, and provide chips and processors for mobile devices and related technologies.

Newcastle United – Sela

Another entirely above-board sponsorship deal sees household name Sela appear on the front of the Magpies’ first-team shorts. Sela – not really a household name – are a Saudi events company, Newcastle getting a very generous £25m a year from them since summer 2023. Sela and the football club are majority-owned by Saudi Arabia’s Public Investment Fund.

Nottingham Forest – Kaiyun

Kaiyun also work with Palace but will adorn Forest’s kit, having signed a two-year deal in August 2023. Kaiyun are another Asian betting brand.

Southampton – Rollbit

PL new boys Southampton signed a deal with Rollbit in the summer of 2024. The club describe Rollbit as “a leader in the online gaming space” and part of the “online gaming, esports and entertainment” world. We say: another gambling firm.

Tottenham Hotspur – AIA

Spurs have been sponsored by the Hong Kong multinational AIA for many years now. The insurance and finance firm first appeared on Tottenham tops in 2013.

West Ham – Betway

The Hammers have had Betway as a principal partner since 2015 and they are certainly one of the better-established betting firms to sponsor a PL shirt.

Wolves – DEBET

Another club, another new deal for 2024/25, another new gambling sponsor and another billed by the club as a “record deal”. It’s all very familiar. Anyway DEBET are allegedly “one of Southeast Asia’s fastest growing gaming platforms” and have signed a two-season deal with Wolves.

Conclusion

In conclusion, we can say that it definitely isn’t 2026/27 yet. That’s when the self-imposed ban on front-of-shirt gambling sponsorship comes in. Until then it seems that all clubs outside the elite are intent on getting as much money as they can from the industry that will pay them more than any other will. Of the 20 PL sides, 11 are sponsored by betting firms. Mind you, that’s better than being sponsored by the company that owns you!