Money from shirt sponsorship deals will see the combined income of Premier League teams rise to £147 million for the 2012-13 season. The 25% increase has raised the overall sponsorship revenue by £30 million, reasserting the commercial strength of the best league in the world.
The figures certainly allay any fears that the Premier League brand would suffer in the current economic climate. Importantly, the £147 million total could have been more if Manchester United’s training kit deal with DHL was included while Spurs will generate an extra £5 million from Investec, who sponsor them for cup games.
Opinion on the ethical merits of this increase will be divided. Some will welcome the news, pleased with the fact that for once football and financial gain is making the headlines. Other will point to the huge deficits posted by some of the country’s top clubs as making this latest increase redundant.
Liverpool, Manchester City and Manchester United remain at the top of the sponsorship table with the £20 million they receive from Standard Chartered, Etihad Airways and Aon respectively.
To the chagrin of Arsenal, Chelsea and Tottenham, they are not competing with their North West rivals as they do on the pitch. The Blues are fifth in the standings, bringing in £13.5 million while Spurs raise £10 million and Arsenal £5.5 million.
A £19 million increase has seen Sunderland occupy top spot. The Black Cats recently signed a £20 million deal with not-for-profit group Invest in Africa, which will see them bare the organisations logo on the front of their shirts for at least two years.
North East rivals Newcastle have also negotiated a lucrative new deal which will see them earn an extra £7.5 million per year. Chairman, Mike Ashley, agreed a new £10 million deal with Richard Branson’s Virgin Money after his flagship company bought out Northern Rock.
The rest of the league could be forgiven for being envious of the North East clubs sponsorship increase. However, clubs outside the ‘big six’ appear to be the main beneficiaries of this seasons deals. Norwich, QPR, Stoke and West Brom have all improved on their previous totals.
The infrastructure of both Southampton and West Ham mean’s they have always had Premier League credentials, despite plying their trade in the Football League last season. Their promotion, along with Reading has boosted the total with their combined income bringing in £3.2 million as opposed to the £1.85 million brought in by last year’s relegated clubs.Like what the TT have on offer? Sign up for more notifications!