Thread by @Lu_Class_

/Thread/ #PremierLeague clubs have smashed their own record for combined shirt #sponsorship deals, with the 20 clubs generating £358.75m for the 21-22 season, an increase of £14.25m from last yr. Sleeve sponsors are paying a further £83.75m to the 19 clubs combined (without EFC)

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue This growth underlines the league's commercial strength also during the COVID-19 epidemic. The combined total in 2010-11, when @sportingintel first performed this exercise, was £100.45m. Main shirt and sleeve sponsorship deals have become a stable source of income for clubs

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel and have become an integral part of their marketing strategies. The international appeal of the Premier League is demonstrated with 14 clubs having sponsors with overseas headquarters based in countries as diverse as the USA, China, Germany, Thailand, the United Arab Emirates,

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel South Africa Malta, and Curacao. Only Liverpool, Chelsea, Everton, Aston Villa, Burnely and Norwich boast British-based sponsors.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel It is worth noting the the ‘Big Six’ clubs between them account for 70% of the value of the 20 deals – or for £252m of £358.75m. But even most of the smaller clubs now have multi-million pound-per-year deals, evidence of the value of having global reach via the PL shop window.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel The average value of an annual contract is almost £18m, which is close to the Leicester deal. Interestingly, the record-breaking deal between #ManUnited and Kohler on the sleeve sponsorship (£20m) is higher than the contracts on the front of the shirts of the other 14 EPL clubs.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel Manchester United’s club-record deal worth £47m ($65.3m) a year with TeamViewer remains the biggest deal in the Premier League, and ManCity’s with Etihad Airways remains second biggest at £45m a year. After United and City, clubs such as Arsenal, Liverpool, Chelsea and Tottenham

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel come together in third place. That quartet have current agreements respectively with Emirates, Standard Chartered, Three and AIA each worth £40m per year. United’s deal will run across the next five seasons.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel The remote software company replaced Chevrolet, which had been a major shirt sponsor since 2014 ($80m deal). The sponsorship at the time of announcing the deal was worth £47m annually. With big swings in the £-$ since, the actual amount in pounds increased to £60m in the final yr

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel of the contract. Leicester’s deal with FBS is the seventh largest in the league worth £15m a year – £25m a year less than the other lucrative deals of the four ‘Big Six’ clubs. West Ham's deal with Betway is worth £10m a year, while Everton's deal with online car retailer Cazoo

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel is worth in the region of £10m per season (previously deal with betting firm SportPesa guaranteed of £9.6m). Clubs towards the bottom half of the top-flight rely on those shirt deals to supplement their income over a long-term basis.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel Once again, gambling companies remain a favourite partner for clubs when it comes to shirt sponsorships. Nine out of 20 #PremierLeague clubs have a gambling companies on the front of their shirts this season, contributing £63.25m of a combined shirt total of £358.75m in 21/22.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel That is one more than last year and similar to the 18/19 (9) and 17/18 (9) seasons. The 19/20 season was record-breaking, in which half of the clubs had shirt sponsors from the gambling industry. Financial services has the second-most representation with four brands,

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel including American Express, Standard Chartered, AIA, and newcomers, FBS. Emirates and Etihad Airways continue their presence in the league, as well. It is notable that none of the traditional top six has a betting or gambling logo on their shirt fronts (or sleeve).

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel Gambling companies are likely willing to pay more than most non-gambling companies to partner ‘smaller’ clubs, while ‘big’ clubs have more options to choose from.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel Are sleeve sponsorships worth the investment? Since the Premier League gave the green light in 17/18 the number of such partnerships has been growing exponentially over the last few years. So far 19 teams don a logo on their sleeves.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel #ManUtd's sleeve sponsorship deal with Kohler is the most-lucrative in the EPL, worth £20m per season. #Arsenal's sleeve deal with Visit Rwanda (Rwanda Development Board) is worth £40m over the next four years (or £10m a year). In total, the contract will last up to 7 years.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel #Chelsea (Hyundai) and #Tottenham (Cinch) have signed new lucrative deals also worth £10m a year. #Liverpool boast the fifth most valuable contract - with Expedia - worth £9.5m per season. #ManchesterCity's multi-year deal with Korean Nexen Tire is next, worth £7m a year.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel ‘2021 was a turning point for the cryptocurrency industry. Seventeen of the Premier League's 20 clubs have one or more commercial deals with companies operating in the cryptocurrency sector, despite grave concerns about the exploitation of fans and potential crypto fraud.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel Fan tokens and other crypto-assets such as non-fungible tokens (NFTs) are among many crypto products not regulated by the Financial Conduct Authority. Growing numbers of footballers are marketing crypto assets, including NFTs, which are typically pieces of digital content

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel (most commonly photos and videos) where the buyer's 'ownership' is registered on a digital ledger (known as a blockchain), in the hope of selling for profit later. The tokens must be purchased using a cryptocurrency called Chiliz (or $CHZ), which was invented by @socios,

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios who profit when it is traded on their crypto platform. Usually, a little over 50% of the total money collected from the sale of fan tokens goes to the club. Up to several million tokens are sold at a time, usually for a few pounds/dollars each.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios Platforms such as eToro, Crypto com, Socios &Sorare have developed a footing in the market by partnering with many teams in England and across Europe’s major leagues. Everton, Leeds, Arsenal and ManCity have signed what are understood to be 7-figure deals with the Socios platform

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios Premier League teams have launched tokens on platform, which fans can purchase to receive prizes, access special experiences or vote on minor club decisions.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios The presence of cryptocurrency in sports has been around for a couple of years now. In 2018, investment platform eToro used Bitcoin to pay for a sponsorship deal with seven League teams, and #Arsenal signed a cryptocurrency sponsorship deal with CashBet.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios However, over the course of the past year or so, deals are going beyond sponsorships and launching crypto-based products for fans. Watford’s official shirt sponsor is crypto betting firm Stake com, which also includes the dogecoin logo adorning the players’ shirt sleeves.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios Meanwhile, Southampton’s training uniform is sponsored by educational side Learn Crypto, which itself is partly funded by Watford’s previous sponsor, crypto-friendly online betting platform Sportsbet.io. Crypto exchange CoinJar is also one of the sponsors of Brentford.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios Southampton’s main partner is the online betting platform Sportsbet.io, part of the Yolo Group, and it states openly that it wants to persuade fans of the south-coast club to “believe the hype around cryptocurrency”.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios In 2020, @Sportsbetio was the crypto-first sports betting brand to establish a three-year official global betting partnership with Arsenal. #WestHam recently announced a crypto firm, Yield App, as their 'official digital asset wealth management partner'.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio Digital entertainment company Animoca has partnered with City Football Group to develop blockchain games and collectibles for three of the group’s soccer teams: Manchester City men and women’s teams and Melbourne City.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio Current EPL Champion #LFC is the latest soccer team to join blockchain collectibles startup Sorare. Sorare offers tradable cards for professional soccer players enabling fans to play fantasy football games by using the cards to participate in the platform’s weekly competitions

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio Due to the Covid-19 pandemic, clubs have lost substantial income and have been forced to seek ways to make up for this, such as by developing new revenue streams.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio Many have looked to the crypto and NFT market to supplement income due to the growing prevalence of blockchain technology, which has made sponsorships so common in this space.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio It has no regulations pertaining to cryptocurrency partnerships, which are becoming more common, perhaps because of the looming ban on gambling sponsorships. Therefore lacks consumer protection.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio The expected change is thought to be implemented from 2023 once it has been discussed in Parliament, which should allow clubs an opportunity to restructure their #sponsorship programmes.

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio Many thanks to @sportingintel for collecting valuable data, which I slightly updated and then described in an accessible way 🙏

@fcbusiness @utdarena @ChrisWheatley_ @martynziegler @mjshrimper @iemadAFC @DailyAFC @MUnitedFR @TheCitizensBR @PrestwichBlue @sportingintel @socios @Sportsbetio Below is a graphic overview of sponsorship agreements expressed in US dollars. The value of the 20 clubs’ combined shirt #sponsorship deals have generated $498.8m this season. Sleeve sponsors are paying a further $116.4m to the 19 clubs combined. A total of over $615m! #SportsBiz

In order to emphasize once again the enormous amount of work on obtaining data. Data source: @sportingintel 🙏. For my part, update and verification of crypto partners, graphics processing and figures converted into dollars