In figures revealed today, the total set to be banked by Premier League clubs for shirt sponsorship this coming season, is some £282m.

There are of course some wide disparities between the 20 clubs.

The highest earners pockets some 30 times more money than those at the bottom.

Manchester United are at the very top with £47m from Chevrolet, whilst Huddersfield (Ope Sports) and Brighton (American Express) are at the other end of things with only £1.5m each for the coming season.

There is a marked difference in the nature of the businesses sponsoring the top earners compared to most of the rest.

Chelsea (£40m) have tyre manufacturer Yokohama, Manchester City (£35m) have Etihad airlines, Tottenham (£35m) AIA insurance, Arsenal (£30m) Emirates airlines and Liverpool (£30m) with Standard Charted bank.

Your typical middling/lower Premier League club having to rely on online gambling companies.

This is the category of course that Newcastle United have to rely on, with an agency having organised their £6m (according to Sporting Intelligence) a year deal with Fun88.

Sports finance specialists Sporting Intelligence compiling the following table:

premier league

Newcastle fans are still waiting to hear who will be the shirt sleeve sponsor this coming season, Premier League rules allowing clubs to have their own sponsor there for the first time.

Many supporters fearing Mike Ashley will simply take the opportunity to put Sports Direct there, adding to the vast free promotion the club give to his retail empire.



  • Leazes Ender

    Tenth…..Same as we got from Wonga £6m

    • Paul Patterson

      Give over will you.

      • Leazes Ender

        Shut yer trap

        • Mike Woody

          Wish you would just f*ck off you are by far the worst supporter in history of football. Always so negative. Get behind your team for a change

          • Leazes Ender

            Is ‘Woody’ a reference to your mental capacity?

  • Rich Lawson

    Very few of these people seem reputable or remotely interested in football other than as a reason to get people on low incomes to bet their benefits ?

  • MichaelMaximusMoose

    Wonder if Fatty will be on the sleeve, the final insult to the Toon

    • Paul Patterson

      That is an underlying worry I have to admit . .

  • Burt Humperdink

    Considering the fact we’ve just come up from relegation this is hardly surprising. Was always going to be difficult to negotiate a great deal under those circs.

  • Paul Patterson

    Relatively speaking that’s not bad at all. First season/s back and we can start afresh.
    We can all sit here and criticise the morality of a sponsor but lets be fair, if it’s not a gambling firm it’s a beer company or a bank, hardly bastions of morality.
    We’d all like to have Man Utd type money floating into the club, but it isn’t going to happen.
    In a couple of years, we need to appoint a better, more reputable Managing Director/Chairman. I can’t see Lee Charnley battering down the door of Continental tyres, Sony, Shell, HSBC or Audi to secure high end deals.
    The jump between West Ham and Liverpool is frightening though . .

  • Steve Smith

    To be fair it’s not a bad deal.

    The middle of the pack having just spent the season in the second tier is pretty good going.

    I was ready to get the boot in about the length of the contract but it’s only three years which is another shrewd bit of business.

    Man U for example is I think about 8 years off the top of my head. It means we’ve got 3 years to try and establish ourselves and attract a better sponsor, rather than being tied down down the best part of a decade.

    • Leazes Ender

      Reality Check…. if you aim for the gutter you’ll end up down the drain…..

      …..don’t you just hate it when people say ‘reality check’ and ‘to be fair’

      • Steve Smith

        Reality check… The gutter would be the £1.5 million that Brighton and Huddersfield are on. Or being tied into a £6 million contract for nearly a decade.

        Neither of those apply to us, a newly promoted team. Have some perspective. Somebody might start confusing you for one of the “Deluded Geordies” demanding we win the League otherwise….

        • Paul Patterson

          Careful! He’ll start banging on about the current value of the Newcastle squad and how important Transfermarkt is in the great scheme of things.

          • Damon Horner

            Was going to say he will pick up on the fact it’s tenth. Read the rest of the comments and seen it was there! Getting predictable.

          • Leazes Ender

            Independent Valuation is a better guide than any other criteria chump.

        • HarryHype59

          If Ashley ran the club correctly we wouldn’t be a “newly promoted” team as the club wouldn’t have been relegated again. The happy clappers forget NUFC had been in the top flight for sixteen years before the first relegation under Ashley. Now we are on the verge of being a yo yo side.

          • Steve Smith

            That’s not the point being debated though, is it?

            You may as well have told me that water is wet.

            We WERE in the top flight for 16 years. We’re NOW a newly promoted side. I don’t like it any more than you do but all things considered we’ve got a decent amount come in for sponsorship (more than half the rest of the league) and we’re not tied in so long that we’re going to miss out on a lot should our brand value improve.

          • HarryHype59

            Ashley may be a terrible owner but he is a master of lowering expectation. Newcastle have a far larger brand potential than the majority of EPL clubs if they had decent owners. It dismays me the way so many fans normalise under achievement.

          • Steve Smith

            You’ve missed the point.

            What I would like and expect are completely different to what is possible right now.

            I’ve always said when Ashley took over that Spurs took one path and we took the other. Under the right circumstances they are where we should have realistically have been.

            Ashley took us down the wrong path.

            Having been through two relegations this is where we are. This deal to me shows that they are learning from their mistakes. The short length of the contract is indicative of the club keeping their options open to rebuild rather than settling and getting tied down long term like they have in the past.

          • Leazes Ender

            The club are not learning from mistakes.

          • HarryHype59

            Indeed!

          • HarryHype59

            I think you will find the mistakes of the past are still being made. I am glad you agree Ashley has “taken us down the wrong path”. The sponsorship table proves this club is now just making up the numbers in the EPL.

  • Mrkgw

    Not the most impressive deal on reflection is it.

  • HarryHype59

    If this club with its large and loyal fan base was run successfully the sponsorship deal could be up there with Spurs. This regime has devalued the NUFC brand by not attempting to compete in the league or winning cups and being happy to survive in the EPL to get the TV deal.

    • Mrkgw

      Very well summarised. I agree wholeheartedly.

    • Leicester Mag

      Spot on. This deal serves to illustrate the reality under Ashley. We aim for mediocrity and even that is an aspiration rarely met. Astonishing how much the view we ought to be grateful for what we’ve got prevails