Football sponsorship: Soccer's treasure chest

As the Premier League clubs prepare for another season, Richard Gillis finds out how much this year's sponsors paid to put their names on a shirt

Manchester United

Main sponsor: AIG (Insurance)

Cost per annum: £14.125m

Kit supplier: Nike

The AIG deal is worth £56.5m over four years, Nike paid the club £303m for licensing rights, and Budweiser is the club's official beer. Still no word on why former Saatchi & Saatchi CEO Lee Daley, lasted only four months as commercial director last year.

Chelsea

Main sponsor: Samsung (Electronics)

Cost per annum: £10m

Kit supplier: Adidas

Football sponsorship is a key battleground in the ultra competitive consumer electronics market. South Korean giant Samsung grabbed the Chelsea shirt after they lost out to Sony for Uefa Champions League and Fifa World Cup rights. As an IOC partner Samsung also sponsored the Olympic torch relay around the world, escorted by the controversial men in blue suits.

Liverpool

Main sponsor: Carlsberg (Brewing)

Cost per annum: £7m

Kit supplier: Adidas

Carlsberg's 15-year commitment is the longest commercial relationship in British football, but the club may seek a shirt and naming rights deal to fund their long-awaited new stadium, which may test the brewers resolve. Last year, striker Fernando Torres sold more shirts than any player in the Premier League, not including those carrying his own El Niño brand.

Newcastle United

Main sponsor: Northern Rock (Finance)

Cost per annum: £5m

Kit supplier: Adidas

The nationalisation of Northern Rock means Kevin Keegan's team is partly funded by the taxpayer despite being owned by billionaire retailer Mike Ashley. Calls to end the relationship have fallen on deaf ears: "I believe it is in the commercial interest of the bank that we should continue," said N. Rock.

Arsenal

Main sponsor: Emirates (Airline)

Cost per annum: £5m

Kit supplier: Nike

Arsene Wenger has transformed "boring Arsenal" into one of the most aspirational brands in football, but his antipathy to summer tours means the club won't be "taking the live experience" to America or the Far East soon, despite the chance of free Emirates flights. Back home, the Emirates stadium has become a London landmark.

Tottenham Hotspur

Main sponsor: Mansion.com (Casino and Poker)

Cost per annum: £5m

Kit supplier: Puma

Spurs were the second choice for Mansion, which came close to a deal with Manchester United. The sponsor accused United of "double-dealing", while the club said concerns over the gambling and casino link turned them off.

Aston Villa

Main sponsor: Acorns (Children's Hospice)

Cost per annum: Free

Kit supplier: Nike

Randy Lerner, Villa's American owner, has taken a leaf out of Barcelona's tie-up with Unicef, Villa gave their shirt free to a local children's hospice, costing the club around £5m a year in revenue.

Everton

Main sponsor: Chang (Brewing)

Cost per annum: £2.6m

Kit supplier: Umbro

Chang is part of the ThaiBev brewing giant and the deal is testimony to the Premier League's international TV reach. Alcohol sponsorship of sport is set to come under renewed pressure as the government acts on binge drinking – acting on advice from the Portman Group, the brand has chosen to remove its logo from children's shirts.

Manchester City

Main sponsor: Thomas Cook

Cost per annum: £1m

Kit supplier: Le Coq Sportif

No Ronaldinho to sell the City shirt as the Brazilian star chose Milan, and fans and sponsors will take little consolation that his new club played in the Thomas Cook Cup, a pre-season tournament. Thomas Cook is into its sixth year as sponsor – and fans are four times as likely to book holidays with the firm.

Hull City

Main sponsor: Karoo (Internet Service Provider)

Cost per annum: £800,000

Kit supplier: Umbro

The newly promoted club hopes this year's shirt will fare better than a previous Tiger skin incarnation, which was voted worst ever football kit in a poll of readers of The Sun. Karoo is a local ISP owned by Kingston Communications, which is the monopoly web supplier for Hull.

Blackburn Rovers

Main sponsor: Crown Paints

Cost per annum: £1.5m

Kit supplier: Umbro

Manufacturing problems at Umbro's factory unfortunately meant the launch of the new shirt was delayed and the club took a hit in all important pre-season shirt sales. After an absence of over a decade, the Crown Paints logo comes back into football. The local brand was one of the first shirt sponsors and is synonymous with Liverpool in the Kenny Dalglish era.

West Ham United

Main sponsor: XL Holidays

Cost per annum: £1m

Kit supplier: Umbro

There are two views of the new away kit. The official line is that it recalls Hammers heroes such as Bobby Moore, Geoff Hurst and Martin Peters. Some fans see it differently: "It's a rip off of that crappy Seventies England shirt," wrote one blogger, "must've taken them about 10 minutes to think that one up, thanks for nothing!"

Wigan Athletic

Main sponsor: JJB (Retailer)

Cost per annum: £1m

Kit supplier: Champion

Wigan chairman and JJB Sports founder Dave Whelan dropped Umbro in favour of Champion when Umbro were hit by England's failure to qualify for Euro 2008. Umbro was bought by Nike, which paid £285m to consolidate its position against arch-rivals adidas. The white England shirt is still the best-selling replica kit worldwide and Umbro's deal with the FA is due to run to 2014.

Portsmouth

Main sponsor: OKI (Printers)

Cost per annum: £800,000

Kit supplier: Canterbury

Last year's FA Cup win gave Japanese printer manufacturer OKI some welcome additional worldwide exposure. The club is supporting the OKI Street Arts Community initiative, encouraging school-aged children to get involved in the arts, and the company's PR agency Whiteoaks has been pushing the OKI Street Sixes, a youth football league, part of a Hampshire-based drive to reduce street crime.

West Bromwich Albion

Main sponsor: None. Played pre-season in last year's T-Mobile shirt

Cost per annum: Not applicable

Kit supplier: Umbro

The Premier League's rules ensure an even share of television coverage over the year. Despite this, the club will become the first since the Premier League began in 1992 to start without a sponsor. Supporters can weld one on when a sponsor is found, says a hopeful press release.

Sunderland

Main sponsor: Boylesports

Cost per annum: £2.5m

Kit supplier: Umbro

Boylesports, one of Ireland's biggest bookies, is the latest Irish link to Wearside. Manager Roy Keane and chairman Niall Quinn front a club owned by the Drumaville Consortium, a collection of Dublin businessmen, "It's the biggest thing since Jack Charlton and Italia 90," says investor Charlie Chawke. Aer Lingus and Ryanair agree, reporting increased traffic from Dublin and Cork to the north-east.

Middlesbrough

Main sponsor: Garmin SatNav

Cost per annum: £1m

Kit supplier: Errea

Lazy players will be found out this year as Garmin supply Boro coaches with GPS-enabled Forerunners that measure the squad's heart rate, speed and the distance covered during training. Fans can view the data online during the season. The team bus driver will also be under pressure to get the team to away games on time as the sponsor has equipped the coach with the company's core SatNav product.

Fulham

Main sponsor: LG (Electronics)

Cost per annum: £3m

Kit supplier: Nike

No one can say Mohamed Al Fayed lacks imagination when it comes to negotiating with sponsors. Bundled in to LG's deal is floor space at Mr Al Fayed-owned Harrods and the roof of Craven Cottage, which is positioned under the Heathrow flight path. The sponsor says that nothing should be read into the fact that the entire senior marketing team left the company shortly after the deal was signed.

Stoke City

Main sponsor: Britannia (Building Society)

Cost per annum: £1m

Kit supplier: Le Coq Sportif

The credit crunch era is no bad time to promote the benefits of saving, so Britannia support their involvement by some neat activation, donating substantial sums to the club via its Save & Support initiative. Stoke are tipped for relegation, but the Staffordshire-based building society has been sponsoring the club for 11 years and holds the naming rights to the stadium.

Bolton Wanderers

Main sponsor: Reebok (Sportswear manufacturer)

Cost per annum: £1.2m

Kit supplier: Reebok

The Reebok Stadium was one of the first British naming rights agreements, signed in 1997 and recently renewed until 2016, and a blueprint for Arsenal's deal with Emirates. Sponsor and club work closer than most – Reebok's UK head office is in the north stand of the ground.

Arts & Entertainment
Madonna in her music video for 'Like A Virgin'
music... and other misheard song lyrics
News
Waitrose will be bringing in more manned tills
newsOverheard in Waitrose: documenting the chatter in 'Britain's poshest supermarket'
News
The energy drink MosKa was banned for containing a heavy dose of the popular erectile dysfunction Levitra
news
News
Much of the colleges’ land is off-limits to locals in Cambridge, with tight security
educationAnd has the Cambridge I knew turned its back on me?
VIDEO
Have you tried new the Independent Digital Edition iPad app?
Sport
Australia's Dylan Tombides competes for the ball with Adal Matar of Kuwait during the AFC U-22 Championship Group C match in January
sportDylan Tombides was diagnosed with testicular cancer in 2011
News
Ida Beate Loken has been living at the foot of a mountain since May
newsNorwegian gives up home comforts for a cave
Extras
indybest10 best gardening gloves
News
Russia's President Vladimir Putin gives his annual televised question-and-answer session
peopleBizarre TV claim
Arts & Entertainment
tvIt might all be getting a bit much, but this is still the some of the finest TV ever made, says Grace Dent
Arts & Entertainment
Comedian Lenny Henry is calling for more regulation to support ethnic actors on TV
tvActor and comedian leads campaign against 'lack of diversity' in British television
News
Posted at the end of March, this tweeted photo was a week off the end of their Broadway shows
people
News
peopleStar to remain in hospital for up to 27 days to get over allergic reaction
Arts & Entertainment
The Honesty Policy is a group of anonymous Muslims who believe that the community needs a space to express itself without shame or judgement
music
News
Who makes you happy?
happy listSend your nominations now for the Independent on Sunday Happy List
Life & Style
life
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition iPad app?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Online Advertising Account Executive , St Pauls , London

£26K-30k + Bonus, Private Medical Insurance, Company Pension: Charter Selectio...

Advertising Account Executive - Online, Central London

£25K-28k + Bonus, Private Medical Insurance, Company Pension: Charter Selectio...

NGO and Community Development in Cambodia

Unpaid: Kaya Responsible Travel: There are many small development projects in ...

Business, Marketing and Tourism Volunteer Projects

Unpaid: Kaya Responsible Travel: As part of an ongoing effort to support local...

Day In a Page

How I brokered a peace deal with Robert Mugabe: Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC

How I brokered a peace deal with Robert Mugabe

Roy Agyemang reveals the delicate diplomacy needed to get Zimbabwe’s President to sit down with the BBC
Video of British Muslims dancing to Pharrell Williams's hit Happy attacked as 'sinful'

British Muslims's Happy video attacked as 'sinful'

The four-minute clip by Honesty Policy has had more than 300,000 hits on YouTube
Church of England-raised Michael Williams describes the unexpected joys in learning about his family's Jewish faith

Michael Williams: Do as I do, not as I pray

Church of England-raised Williams describes the unexpected joys in learning about his family's Jewish faith
A History of the First World War in 100 moments: A visit to the Front Line by the Prime Minister's wife

A History of the First World War in 100 moments

A visit to the Front Line by the Prime Minister's wife
Comedian Jenny Collier: 'Sexism I experienced on stand-up circuit should be extinct'

Jenny Collier: 'Sexism on stand-up circuit should be extinct'

The comedian's appearance at a show on the eve of International Women's Day was cancelled because they had "too many women" on the bill
Cannes Film Festival: Ken Loach and Mike Leigh to fight it out for the Palme d'Or

Cannes Film Festival

Ken Loach and Mike Leigh to fight it out for the Palme d'Or
The concept album makes surprise top ten return with neolithic opus from Jethro Tull's Ian Anderson

The concept album makes surprise top ten return

Neolithic opus from Jethro Tull's Ian Anderson is unexpected success
Lichen is the surprise new ingredient on fine-dining menus, thanks to our love of Scandinavian and Indian cuisines

Lichen is surprise new ingredient on fine-dining menus

Emily Jupp discovers how it can give a unique, smoky flavour to our cooking
10 best baking books

10 best baking books

Planning a spot of baking this bank holiday weekend? From old favourites to new releases, here’s ten cookbooks for you
Jury still out on Manchester City boss Manuel Pellegrini

Jury still out on Pellegrini

Draw with Sunderland raises questions over Manchester City manager's ability to motivate and unify his players
Ben Stokes: 'Punching lockers isn't way forward'

Ben Stokes: 'Punching lockers isn't way forward'

The all-rounder has been hailed as future star after Ashes debut but incident in Caribbean added to doubts about discipline. Jon Culley meets a man looking to control his emotions
Mark Johnston: First £1 million jackpot spurs him on

Mark Johnston: First £1 million jackpot spurs him on

The most prize money ever at an All-Weather race day is up for grabs at Lingfield on Friday, and the record-breaking trainer tells Jon Freeman how times have changed
Ricky Gervais: 'People are waiting for me to fail. If you think it's awful, then just don't watch it'

Ricky Gervais: 'People are waiting for me to fail'

As the second series of his divisive sitcom 'Derek' hits screens, the comedian tells James Rampton why he'll never bow to the critics who habitually circle his work
Mad Men series 7, TV review: The suits are still sharp, but Don Draper has lost his edge

Mad Men returns for a final fling

The suits are still sharp, but Don Draper has lost his edge
Google finds a lift into space will never get off the ground as there is no material strong enough for a cable from Earth into orbit

Google finds a lift into space will never get off the ground

Technology giant’s scientists say there is no material strong enough for a cable from Earth into orbit