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The most lucrative sponsorship deals in Premier League football
The Premier League has long been more than just a football competition - it’s a global entertainment empire where the pitch doubles as a billboard for some of the world’s most powerful brands. From front-of-shirt sponsors flashing across millions of television screens to record-breaking kit deals, these partnerships give brands instant access to a worldwide audience, while for clubs, the revenue generated can help fund cutting-edge facilities, paying their players and global marketing campaigns.
From traditional powerhouses like Manchester United and Liverpool securing global household names to emerging forces like Paris Saint-Germain attracting lucrative new partnerships, in this blog, we’re going to discuss the most expensive sponsorships in Premier League history.
The history of Premier League sponsorships
In modern football, sponsorships are a wide part of the game; however, it wasn’t always like this. The first ever English football sponsorship was in 1978 with Coventry City being sponsored by automobile company Talbot, but it wasn’t until a decade later, in the late 1980s, that sponsorships were commonplace in football and began growing into what they are today - a main part of every football season.
The biggest sponsorship deals in the Premier League
Every season, new sponsorship deals are struck and renewed, and a lot of the biggest deals are often the kit sponsorships. A great point of interest each season for fans is to see which clubs are getting the biggest sponsorship deals from which brands. It’s always interesting to see which brands are picking which clubs to sponsor and who the biggest payers are. As time has passed, sponsorships have gotten bigger and better in terms of the paychecks, and below we’ve compiled a list of the biggest and most expensive sponsorships in Premier League history.
9. Barcelona & Nike - £540million
In recent years, it’s been no secret that Barcelona has had financial issues, but their recent £540million sponsorship deal with Nike at the beginning of the 2024/25 season was a massive help in combating these struggles. This sponsorship is set to last many years, providing crucial revenue for the club and expanding Nike's technical partner status.
8. Liverpool & Adidas - Over £600million
Another recent huge sponsorship deal in August 2025, Liverpool and Adidas partnered together for the third time. With a reported base value of £600million, that partnership will span across their 10-year contract, building on their already strong partnership with the German sportswear brand that spanned from 1985 to 1996 and 2006-2012.
7. Bayern Munich & Adidas - £769.2million
Bayern Munich’s long-standing partnership with Adidas in 2015 was extended to a 15-year contract from the 2015-16 season to 2029-30. This sponsorship was worth £769.2million in total, in exchange for a shirt sponsorship. Adidas is also the club's exclusive kit supplier, paying an estimated annual £50million for the kit deal.
6. Arsenal & Adidas - £780million
Previously, Arsenal spent 8 years with Adidas between the years of 1986 to 1994 and returned to partner with the brand in 2019, 25 years after their previous collaboration. This was a nice change for the club, as they had several underwhelming years previously in terms of kits. The deal was extended in 2022 to 2030 and is worth an estimated £75million per year, and by the time it ends, the club will have earned a whopping £780million.
5. Chelsea & Nike - £902.7million
Chelsea is one of the world's wealthiest teams, and their 2017 partnership with Nike was their most lucrative deal far surpassing any kit deal they had previously. This lengthy sponsorship deal spans over 15 years and will end in 2032. Worth £60million per year by the end of this contract, Chelsea will have earned just over £900million.
4. Real Madrid & Adidas - £816million
Real Madrid and Adidas have one of the longest-standing and most lucrative kit sponsorship deals in world football. Their partnership began in 1998, with the latest extension confirmed in 2019, securing the deal until 2028. The total value of the deal is worth over £816million in total over nine years.
3. Paris Saint-Germain & Nike - £888.94million
Paris Saint-Germain announced a partnership extension in 2019 that would last until 2032 with Nike after their already long-term contract with the brand. A further extension was reported in April 2025, which would see the partnership continue until 2039.
PSG receives an annual figure of around £68.38m per annum from their sponsors, making it one of the most lucrative kit sponsorships in European football, and with the latest extension deal, it’s a sponsorship valued at over £888million.
2. Manchester United & Adidas - £906million
It’s impossible to ignore United's extraordinary visibility and influence all over the world, which would tempt any brand to want to get involved with the club. In 2015, Manchester United signed a £750 million deal across ten years with the manufacturer. The deal was then extended in 2023, agreeing to a decade-long extension coming into effect in 2025 and totalling just over £900million on top of their previous £750million deal with Adidas.
1.Manchester City & Puma - £1billion
Coming in at a record-breaking £1billion sponsorship deal, Manchester City’s deal with the underrated Puma has blown previous deals with Adidas and Nike out of the water. Worth £100million a year for a decade, this deal will end in 2035. This is the most lucrative kit deal in Premier League history and has now set a new benchmark for future deals.
Represent your own sponsorships with custom kits at Avec Sport
Sponsorship has become one of the most powerful forces driving the Premier League’s global dominance, with clubs leveraging their brand value to secure deals that would have been unimaginable just a generation ago. From iconic shirt sponsors to innovative partnerships tapping into new markets, the Premier League’s most lucrative sponsorship deals are a reminder that modern football is as much about business as it is about goals and glory.
If you want to represent your own club's sponsorships, then browse through our custom team kits to create the perfect team identity and add on your partner logos to help fund your club's activities.