English soccer’s Premier League returns on Friday with Arsenal travelling to Selhurst Park to take on Crystal Palace.
The game will kick off the 31st season of English soccer’s top flight, which is getting underway a week earlier than usual this season to accommodate a break in the calendar for the first-ever winter edition of the Fifa World Cup.
While Qatar 2022 has created some calendar challenges, the Premier League continues to flourish commercially. According to Statista, the combined revenue of the competition’s 20 clubs for the 2021/22 campaign was around €6.1 billion (US$6.2 billion), which puts it well out in front of the other major European leagues.
That gap only looks set to get bigger, with this season marking the first of a new three-year cycle that will see the Premier League bring in more than UK£10 billion (US$12.1 billion) in media rights revenue, with income from overseas deals set to surpass what the competition receives for its domestic agreements for the first time.
Speaking to Sky Sports earlier this week, Premier League chief executive Richard Masters said soccer in England has been “transformed” since the division was founded in 1992, stating that the competition “plays a big role in the economic and social fabric” of the country. There remain concerns, however, about the divide between the top flight and the three tiers in the English Football League (EFL), with conversations continuing over how the Premier League can better support the rest of the pyramid.
With all of that still to be determined, SportsPro presents its annual Premier League commercial guide, providing a rundown of every team, every sponsor and all the major TV deals for the 2022/23 season.
Chair: Alison Brittain Chief executive: Richard Masters Chief commercial officer: Will Brass Chief media officer: Paul Molnar General counsel: Kevin Plumb Chief communications officer: Emma Wilkinson
Note: All sponsorship values have been reported or officially disclosed. Prize money estimates are based on merit payments and facility fees reported by Planet Football. Social followings are taken from Conviva and include Facebook, Instagram, Twitter and YouTube.
Owner: Stan Kroenke Chief executive: Vinai Venkatesham Estimated 2021/22 prize money: UK£69.7 million (US$85.4 million) Stadium: Emirates Stadium (60,260) Average attendance 2021/22: 59,811 Kit supplier: Adidas (UK£300 million, signed 2018, expires 2024) Main sponsor: Emirates (UK£200 million, signed 2018, expires 2024) Sleeve sponsor: Visit Rwanda Tourist Board (UK£10 million per year, signed 2018, renewed 2021, expires 2025) Training kit partner: Included in Emirates deal Other partners: Acronis, Ball Corporation, Konami, Santa Rita, Socios, Sportsbet.io, Cadbury, Camden Town Brewery, Ganzberg, Intel, Lavazza, Octopus Energy, Therabody, Prime Hydration, ExtraMarks, eToro, Ultimate Champions Social media following: 82.5 million
Owner: Wes Edens, Nassef Sawaris Chief executive: Christian Purslow Estimated 2021/22 prize money: UK£37.4 million (US$45.8 million) Stadium: Villa Park (42,785) Average attendance 2021/22: 41,651 Kit supplier: Castore (value not reported, signed 2022, duration not reported) Main sponsor: Cazoo (UK£6 million per year, signed 2020, duration not reported) Sleeve sponsor: N/A (deal with OB Sports expired at end of last season) Training kit partner: Included in Cazoo deal Other partners: Luke, Heineken, Purity, Aston University, Socios, Homeserve, Gym+Coffee, eToro, Monster Energy, Cadbury Social media following: 8.3 million
Aston Villa have a new kit deal with Castore for the 2022/23 season
Owner: Maxim Demin Chief executive: Neill Blake Estimated 2021/22 prize money: N/A (promoted from Championship) Stadium: Vitality Stadium (11,379) Average attendance 2021/22: Unknown Kit supplier: Umbro (value not reported, signed 2017, extended 2021, expires 2026) Main sponsor: Dafabet (value not reported, signed 2022, expires 2024) Sleeve sponsor: DeWalt (value not reported, signed 2022, expires 2023) Training kit partner: MSP Capital (value not reported, signed 2022, expires 2023) Other partners: Bournemouth University, Quinnbet, United Pallet Network, Alan & Thomas, BBC Radio Solent, Cedar Group, Heineken, Hendy Group, IPro, Usana Social media following: 1.2 million
Owner: Matthew Benham Chief executive: Jon Varney Estimated 2021/22 prize money: UK£35.3 million (US$43.4 million) Stadium: Gtech Community Stadium (17,250) Average attendance 2021/22: 16,907 Kit supplier: Umbro (value not reported, signed 2019, expires 2025) Main sponsor: Hollywoodbets (value not reported, signed 2021, duration not reported) Sleeve sponsor: SafetyCulture (value not reported, signed 2021, expires 2023) Training kit partner: Included in Hollywoodbets deal Other partners: University of West London, Fuller’s London Pride, Utilita, Dormeo, Pensionbee, CoinJar, IFX Payments, Tribus, Octink, Simplexity Travel, Reliable Networks, Out Chef, Referment, Ron Smith, Hertings, Tela, Geoff Neal Group, The Shire London, ACL, Openpay, The Tumeric co., The Hogarth Health Club, Big Yellow Social media following: 975.1k
Owner: Tony Bloom Chief executive: Paul Barber Estimated 2021/22 prize money: UK£45.9 million (US$56.4 million) Stadium: American Express Community Stadium (31,800) Average attendance 2021/22: 30,943 Kit supplier: Nike (UK£1.5 million per season, renewal signed 2019, duration not reported) Main sponsor: American Express (UK£100 million, signed 2019, expires 2031) Sleeve sponsor: Snickers UK (value not reported, renewed 2021, duration not reported) Training kit partner: Included in American Express deal Other partners: Betway, FT Games, Energizer, Heineken, Harveys Brewery, Football Manager, iTalk, Sussex Skills Solutions, Mayo Wynne Baxter Solicitors, Donatello, Fileder Filter Systems, Mansell McTaggart, Gap Solutions, Sun Harvest Social media following: 1.7 million
Owner: Todd Boehly President of business: Tom Glick Estimated 2021/22 prize money: UK£70.4 million (US$86.4 million) Stadium: Stamford Bridge (41,837) Average attendance 2021/22: 36,443 Kit supplier: Nike (UK£900 million, signed 2016, expires 2032) Main sponsor: Three (UK£40 million per year, signed 2020, expires 2023) Sleeve sponsor: WhaleFin (UK£20 million per year, signed 2022, duration not reported) Training kit partner: Trivago (value not reported, multi-year deal signed 2021, duration not reported) Other partners: Cadbury, EA Sports, Go Markets, Hublot, Levy Restaurants, Parimatch, MSC Cruises, Singha, Rexona, Zapp Social media following: 110.3 million
Owners: Steve Parish, Josh Harris, David Blitzer, John Textor Chairman: Steve Parish Estimated 2021/22 prize money: UK£38.9 million (US$47.7 million) Stadium: Selhurst Park (25,456) Average attendance 2021/22: 24,382 Kit supplier: Macron (value not reported, long-term deal signed 2022, duration not reported) Main sponsor: Cinch (value not reported, multi-year deal signed 2022, duration not reported) Sleeve sponsor: Mukuru (value not reported, signed 2022, expires 2023) Training kit partner: Included in Cinch deal Other partners: Apsley Tailors, Carlsberg, eToro, Utilita, Vitality, iPro, Dam Health, Socios, University of Roehampton, Humm, Stanley Social media following: 4.5 million
📢@CPFC and @cpfc_w home kit has landed! Here’s to absolutely cinching it in 22/23! 🔥#cinch #cinchit #CPFC pic.twitter.com/2aNvaShS0t
Owner: Farhad Moshiri Chief executive: Denise Barrett-Baxendale Estimated 2021/22 prize money: UK£34 million (US$41.7 million) Stadium: Goodison Park (39,572) Average 2021/22 attendance: 38,906 Kit supplier: Hummel (UK£10 million per year, signed 2020, expires 2023) Main sponsor: Stake.com (UK£10 million per year, long-term deal signed 2022, duration not reported) Sleeve sponsor: Boxt (value not reported, signed 2022, duration not reported) Training kit partner: Included in Stake.com deal Other partners: Fanatics, Socios, Davanti Tyres, Sokin, Carling, Lucozade, Sportsbreaks.com, FanCurve, The Turmeric Co, Christopher Ward Social media following: 10 million
Owner: Shahid Khan Chief executive: Alistair Mackintosh Estimated prize money 2021/22: N/A (promoted from Championship) Stadium: Craven Cottage (25,700) Average attendance 2021/22: Unknown Kit supplier: Adidas (value not reported, signed 2017, expires 2023) Main sponsor: W88 (value not reported, signed 2022, expires 2023) Sleeve sponsor: World Mobile (value not reported, signed 2022, expires 2023) Training kit partner: Included in World Mobile deal Other partners: Buxton, CAE, Charles Tyrwhitt, Applied Nutrition, CRX, Playermaker, Sokin, Somfy, Therabody, Better Gym, UTL, Webexpenses Social media following: 2.3 million
Owner: Andrea Radrizzani Chief executive: Angus Kinnear Estimated prize money 2021/22: UK£29.4 million (US$36 million) Stadium: Elland Road (37,890) Average attendance 2021/22: 36,443 Kit supplier: Adidas (value not reported, signed 2020, expires 2025) Main sponsor: SBOTOP (UK£6 million per year, signed 2020, duration not reported) Sleeve sponsor: Wish (value not reported, signed 2022, expires 2023) Training kit partner: Astonish (value not reported, signed 2022, expires 2023) Other partners: Clipper, JD Sports, Skrill, Hisense, Transunion, Burflex Scaffolding, Vitality, Heineken, Socios, eToro, Utilita, Yorkshire Cancer Research, Ebuyer, Cadbury, EA Sports, Bet365, President Energy, AMT Auto, BWS Social media following: 3.3 million
Owner: King Power Chief executive: Susan Whelan Estimated prize money 2021/22: UK£49.5 million (US$60.3 million) Stadium: King Power Stadium (32,312) Average attendance 2021/22: 31,940 Kit supplier: Adidas, UK£3 million (US$3.8 million) per season, signed 2018, length not reported Main sponsor: FBS, (‘record’ deal, signed 2021, expires 2024) Sleeve sponsor: Bia Saigon (UK£600,000 (US$730,500) per season, signed 2019, duration not reported) Training kit partner: Included in FBS deal Other partners: Chang, DHL, HTH, Monster Energy, W88, Syinix, LoveBet, Landsail, Vitality, Walkers, Sandicliffe, Lanes, Bakers Waste Social media following: 16.7 million
Owner: Fenway Sports Group Chief executive: Billy Hogan Estimated prize money 2021/22: UK£77.7 million (US$94.5 million) Stadium: Anfield (54,000) Average attendance 2021/22: 53,008 Kit supplier: Nike (UK£30 million per year, signed 2020, duration not reported) Main sponsor: Standard Chartered (UK£50 million per year, extension signed 2022, expires 2027) Sleeve sponsor: Expedia (UK£10 million per year, signed 2020, expires 2023) Training kit partner: Axa (UK£20 million per year, extension signed 2020, duration not reported) Other partners: Carlsberg, Wasabi, Vista, SC Johnson, Kodansha, Sonos, EA Sports, Mauritius Tourism, Monster Energy, Nivea, Petro Canada – Holly Frontier, Think Markets, Quorn, Cadbury, Acronis, Joie, Cardless, Alex Bank Social media following: 108 million
Owner: City Football Group (CFG) Chief executive: Ferran Soriano Estimated prize money 2021/22: UK£79.4 million (US$96.6 million) Stadium: Etihad Stadium (55,097) Average attendance 2021/22: 52,738 Kit supplier: Puma (UK£650 million, signed 2019, expires 2028) Main sponsor: Etihad Airways (UK£67.5 million per year, signed 2009, duration not reported) Sleeve sponsor: Nexen Tire (UK£10 million per year, extension signed 2020, duration not reported) Training kit partner: OKX (US$20 million per year, signed 2022, expires 2023) Other partners: e&, Nissan, Visit Abu Dhabi, Midea, EA Sports, EA Sports, Cisco, Wix, QNET, Socios, Sure, Aldar, Axi, JNC, Hays, Xylem, Sony, Gatorade, Unilumin Sports, Dsquared2, Acronis, Therabody, S.C.M, WeWork, Qualtrics, Emirates Palace, Masdar, Asahi Super Dry Social media following: 92 million
Owner: Glazer Family Chief executive: Richard Arnold Estimated prize money 2021/22: UK£65.2 million (US$79.4 million) Stadium: Old Trafford (76,962) Average attendance 2021/22: 73,156 Kit supplier: Adidas (UK£75 million per year, signed 2015, expires 2025) Main sponsor: TeamViewer (UK£47.5 million per year, signed 2021, expires 2026) Sleeve sponsor: DXC Technology (value not reported, signed 2022, duration not reported) Training kit partner: Tezos (UK£20 million per year, multi-year deal signed 2022, duration not reported) Other partners: Apollo Tyres, Cadbury, Canon Medical Systems, Casillero Del Diablo, Chevrolet, Chivas, DHL, EcoLab, Kohler, Konami, Maul Jim, Marriott Hotels, Melitta, Mlily, Remington, Renewable Energy Group, Visit Malta, Qualcomm Technologies Social media following: 172 million
Manchester United will be hoping the arrival of Erik Ten Hag will lead to a change of fortunes
Owner: Public Investment Fund (PIF) of Saudi Arabia Chief executive: Darren Eales Estimated prize money 2021/22: UK£46.3 million (US$56.4 million) Stadium: St James’ Park (52,405) Average attendance 2021/22: 51,487 Kit supplier: Castore (UK£5 million per year, signed 2021, duration not reported) Main sponsor: Fun88 (UK£6.5 million per year, extension signed 2020, duration not reported) Sleeve sponsor: Noon (value not reported, signed 2022, duration not reported) Training kit partner: Included in Fun88 deal Other partners: Carling, eToro, BoyleSports, Pulman, Perfect Image, Energy Impact Social media following: 6.2 million
Owner: Evangelos Marinakis Chief executive: Dane Murphy Estimated prize money 2021/22: N/A (promoted from Championship) Stadium: The City Ground (30,445) Average attendance 2021/22: Unknown Kit supplier: Macron (value not reported, extension signed 2020, duration not reported) Main sponsor: N/A Sleeve sponsor: N/A Training kit partner: N/A Other partners: UK Meds, The Skinny Food Co, PocketVet, Ideagen PLC, Roko Health Club, EON, iPro Hydrate, Healthspan, 888 Sport, Document Network Services, Delta Fulfilment, SportFive, Molson Coors, BMI Social media following: 1.4 million
Owner: Dragan Šolak Chairman: Henrik Kraft Estimated prize money 2021/22: UK£27.2 million (US$33.2 million) Stadium: St Mary’s Stadium (32,384) Average attendance 2021/22: 29,882 Kit supplier: Hummel (value not reported, signed 2021, expires 2026) Main sponsor: Sportsbet.io (‘record’ deal signed 2021, expires 2024) Sleeve sponsor: JD (value not reported, signed 2022, expires 2023) Training kit partner: N/A Other partners: Etoro, Vitality, Kingfisher, Monster, Utilita, Acronis Social media following: 6 million
Owner: ENIC International Chairman: Daniel Levy Estimated prize money 2021/22: UK£70.5 million (US$85.9 million) Stadium: Tottenham Hotspur Stadium (62,850) Average attendance 2021/22: 56,523 Kit supplier: Nike (UK£30 million per year, signed 2018, expires 2033) Main sponsor: AIA (UK£320 million, signed 2019, expires 2027) Sleeve sponsor: Cinch (value not reported, signed 2021, expires 2026) Training kit partner: Getir (value not reported, signed 2021, expires 2024) Other partners: HSBC, Hewlett Packard Enterprise, Libertex, Fun88, Betway, Monster Energy, Heineken, Kumho Tyre, Science In Sport, EA Sports, Cadbury Social media following: 47.1 million
Owners: David Sullivan, David Gold, Daniel Křetínský, Albert Smith Vice chairman: Karren Brady Estimated prize money 2021/22: UK£58.7 million (US$71.6 million) Stadium: London Stadium (60,000) Average attendance 2021/22: 58,513 Kit supplier: Umbro (UK£5 million per year, extension signed 2019, expires 2023) Main sponsor: Betway (UK£10 million per year, signed 2019, expires 2025) Sleeve sponsor: Scope Markets (up to UK£1.5 million per year, extension signed 2021, duration not reported) Training kit partner: Included in Betway deal Other partners: Fetch.ai, Trustly, Lyca Mobile, Monster Energy, Eva Air, Peak Defi, Heineken, Global Reach, UFL, Skye Cloud, P1 Travel, Acronis, Jeton, Paul Robinson Solicitors, Elmo Webexpenses Social media following: 7.6 million
Owner: Fosun International Executive chairman: Jeff Shi Estimated prize money 2021/22: UK£44.2 million (US$53.7 million) Stadium: Molineux Stadium (32,000) Average attendance 2021/22: 30,692 Kit supplier: Castore (UK£1 million per year, signed 2021, expires 2024) Main sponsor: AstroPay (value not reported, signed 2022, expires 2023) Sleeve sponsor: 12Bet (value not reported, signed 2022, duration not reported) Training kit partner: Royal Caribbean (value not reported, signed 2021, expires 2023) Other partners: Trade Nation, Monster Energy, Carling, Bet365, Global Reach, A&H Construction, Silverbug, Trade Nation, Arctic Wolf, Cadbury, Reconomy, Wednesfield Taxis, Purcell Branding Social media following: 6.2 million