The biggest football clubs in the world generate hundreds of millions in revenue from commercial partnerships, with the English Premier League leading the way in sponsorship value. From multinational corporations to emerging brands, companies see football as a powerful platform to reach global audiences. However, not all sponsorships hold the same value. Some, like front-of-shirt deals and stadium naming rights, demand eye-watering sums due to their visibility and prestige, while others, such as digital partnerships and in-stadia advertising, provide more cost-effective ways to engage fans. Understanding these opportunities is crucial for brands looking to invest wisely and for clubs aiming to maximize commercial revenue. This breakdown covers the key commercial rights available in football, ranking them by cost, visibility, and strategic value, with a particular focus on the English Premier League unless otherwise stated.
Front-of-Shirt Sponsorship
- What is it? The most visible real estate on a club’s kit, front and center on matchdays, training sessions, and global broadcasts.
- Cost? Can range from £5m per season (mid-table clubs) to £50m+ (elite clubs like Man United, Real Madrid, or Barcelona).
- Why is it valuable? Non-stop exposure to millions of fans worldwide, plus visibility in every highlight reel and press conference.
Sleeve Sponsorship
- What is it? The logo placed on the club’s sleeve, introduced in 2017 in the Premier League.
- Cost? £2m–£15m per season, depending on the club’s reach.
- Why is it valuable? Although less prominent than front-of-shirt deals, sleeves still get strong TV exposure, especially in close-up shots.
Back-of-Shirt and Short Sponsorship
- What is it? Logos placed on the lower back of the shirt or shorts.
- Cost? £1m–£10m per season, depending on club stature.
- Why is it valuable? Less prominent but still seen in celebrations, goal replays, and fan merchandise.
Training Kit Sponsorship
- What is it? Sponsorship of training kits, worn in pre-match warm-ups and official training sessions.
- Cost? £5m–£20m per season for elite clubs.
- Why is it valuable? While not seen on matchdays, brands gain exposure in club-produced content, social media, and press coverage.
Stadium Naming Rights
- What is it? A brand buys the right to name the stadium (e.g., Etihad Stadium, Emirates Stadium, AMEX Stadium, Gtech Stadium).
- Cost? £10m–£50m per year, often signed as long term 10–20-year deals.
- Why is it valuable? Consistent exposure, deep brand association, and an opportunity to shape fan culture over decades.
Training Ground Naming Rights
- What is it? Similar to stadium naming rights but for the club’s training base (e.g., AXA Training Centre for Liverpool).
- Cost? £1m–£10m per year.
- Why is it valuable? Seen in behind-the-scenes content, interviews, and club media but lacks matchday visibility.
Official Club Partnerships in Individual Categories
Clubs sign deals with a range of “Official Partners” across different industries. Prices vary significantly based on industry and exclusivity.
- Official Banking Partner (e.g., Liverpool & Standard Chartered) – £3m–£10m per year
- Official Airline Partner (e.g., PSG & Qatar Airways) – £5m–£15m per year
- Official Crypto Partner – £1m–£5m per year
- Official Fashion Partner – £500k–£5m per year
- Official Travel Partner – £500k–£3m per year
- Official Watch Partner (e.g., Rolex, TAG Heuer) – £2m–£10m per year
These deals offer global credibility but less direct visibility compared to kit sponsorships.
In-Stadium Advertising
- What is it? Matchday visibility, digital LED boards, static hoardings, big screens, and concourse branding.
- Cost? £100k–£5m per season, depending on placement and frequency.
- Why is it valuable? Seen by fans inside the stadium and during broadcasts but competes with other visuals.
Digital and Social Media Sponsorship
- What is it? Sponsored club content, YouTube series, or official club social media posts.
- Cost? £50k–£2m per campaign, based on audience reach.
- Why is it valuable? Direct fan engagement, measurable analytics, and targeted branding opportunities.
Matchday Sponsorships (One-Off or Seasonal Deals)
- What is it? Brands sponsor a specific match or become an official “Matchday Partner.” ● Cost? £50k–£1m per match.
- Why is it valuable? Brands can create exclusive experiences, giveaways, or activations tied to a single game.
Logo Placement on Tickets and Official Club Merchandise
- What is it? Brands place logos on match tickets, membership cards, or club shop bags.
- Cost? £50k–£500k per season.
- Why is it valuable? A direct way to engage matchgoing fans, but limited visibility beyond attendees.
Final Thoughts: Which Sponsorships Offer the Best ROI?
Not all football sponsorships deliver the same level of exposure or impact. Some, like front-of-shirt deals and stadium naming rights, guarantee global visibility but come with a hefty price tag. Others, such as digital content partnerships and in-stadia advertising, provide more targeted engagement at a lower cost. The best return on investment depends on a brand’s budget, industry, and marketing objectives.
For brands seeking maximum exposure, front-of-shirt sponsorship remains the gold standard. These deals place a brand at the heart of every match, from televised games to highlight reels and press conferences. Stadium naming rights, though less direct, offer long-term branding and deep-rooted association with a club’s identity. Official airline and banking partnerships also deliver strong global recognition, particularly for brands looking to align with high-traffic industries that serve international audiences.
For those prioritising cost-effectiveness, in-stadia advertising and digital partnerships provide strong alternatives. LED perimeter boards and big-screen ads offer regular exposure during matchdays without the multi-million-pound commitments of kit sponsorships. Meanwhile, official club partnerships in niche industries, such as gaming, e-commerce, or regional sponsors—allow brands to tap into a club’s audience at a lower cost. Social media sponsorships, including branded content and YouTube collaborations, give brands direct access to engaged fans while providing measurable results through clicks, shares, and interactions.
Some sponsorships carry high prestige but less visibility, making them valuable for brand credibility rather than pure exposure. Official watch and fashion partnerships, for example, align brands with luxury and exclusivity but don’t always generate widespread recognition. Training ground naming rights fall into a similar category, while not front-facing on matchdays, these deals still feature in behind-the-scenes content, club media, and training sessions, reinforcing brand association with elite performance.
Ultimately, the right sponsorship depends on what a brand wants to achieve. While front-of-shirt deals dominate headlines, savvy brands can still carve out valuable partnerships in more creative, cost-effective ways. Whether it’s owning a digital content series, securing a training ground deal, or sponsoring in-stadia activations, football offers a range of commercial opportunities for brands willing to think strategically about their investment.