Premier League shirt deals top £1bn for the first time

A recent report from Sporting Intelligence estimates that Premier League clubs have collectively earned over £1bn for the 2024-25 season from their shirt deals alone - combining kit supplier deals, front of shirt sponsorships, as well as the more recent phenomenon of sleeve sponsors. 

The report makes interesting reading and hammers home both the value of exposure the Premier League offers sponsors, as well as the gulf between the revenues that can be raised by the biggest clubs compared with the rest of the league. It will be interesting to see too how the seemingly inexorable rise of shirt deal revenues is impacted by the upcoming collective ban on gambling sponsors on front of shirts, in effect from the end of next season.

Sponsorships of this scale represent a huge investment for any brand sponsors. With so much money on the line, it is crucial for brands to ensure they get the right deal backed up by a robust contract - enabling them the exposure they require, while ensuring suitable protections around the use of their IP and, crucially, setting-up a framework to enable them to extract maximum value from the deal, including through meaningful activations.

Bristows' experience and expertise in this area mean it is well placed to advise on all aspects of these sponsorship deals, from offering commercial support and valuation stress-testing, protecting brands' valuable IP and exploiting maximum value from the deal, through to supporting on drafting and negotiating the sponsorship agreements themselves. If you have any queries or would like to discuss how we can help in this area, please do get in touch.