Manchester United’s Chevrolet deal pushes Premier League shirt values to £191m

Top flight's shirt income approaches £200m for the first time in history

Manchester United’s £47 million-per-year shirt sponsorship deal with Chevrolet has helped boost the combined shirt sponsorship income of the Premier League’s twenty clubs to a record £191.35m for the 2014-15 season, an investigation by Sporting Intelligence has found.

United’s world-record deal was agreed and signed in 2012 on terms of $559m over seven years, starting with the coming season. The £47m-a-year is calculated at exchange rates at the time of the deal. Chevvy replace United’s previous deal with Aon, worth ‘only’ £20m a year.

The Old Trafford club separately have on ongoing £17m-a-year sponsorship deal with AON that includes their training kit and sponsorship of the Carrington training ground. That is not included in the 20 clubs’ total in the first graphic above.

Read more: Man Utd adidas deal proves their power
Tottenham announce lucrative shirt deal with AIA
Liverpool reveal bizarre Warrior kit

Three other clubs in 2014-15 have more valuable shirt sponsorship deals than last season among those clubs in the top flight both years: Swansea’s deal with GWFX has risen by £2m to £4m, Everton’s with Chang has gone up £1.3m to £5.3m and Hull are making a bit more money from 12Bet than Cash Converters.

The 20 Premier League clubs combined have added £23.6m to last year’s combined total of £165.75m, with only Tottenham and West Brom seeing a dip in their deals.

Manchester United's shirts carry Chevrolet branding this year It is worth noting the the ‘big six’ clubs between them account for 79 per cent of the value of the 20 deals – or for £151m of £191m. And United’s deal by itself is worth more than the 14 smallest deals combined. 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.

Spurs sponsorship arrangement last season saw AIA sponsor club shirts in domestic games and Aurasma in the Europa League for a total of £19m. That deal has been replaced with a simpler £16m-a-year deal with AIA.

Zoopla decided not to extend their sponsorship deal with West Brom following former striker Nicolas Anelka’s controversial quenelle goal celebration last season. The club has signed a new deal with Intuit QuickBooks worth around £300,000 a year less.

 

The overall figure was also reduced as relegated clubs Fulham, Norwich and Cardiff earned a combined total of £6.5m from their shirt sponsorships last season, while promoted sides QPR, Burnley and Leicester City pull in a lower combined total of £4.5m, a drop of £2m.

The global reach of the Premier League is reconfirmed with an increasing number of foreign-based companies continuing to adorn club shirts. This season 14 shirts feature overseas-based companies, compared to 10 last season. Companies from the United Arab Emirates, South Korea, the US, the Philippines, South Africa, Thailand and China are represented.

The amount paid by Premier League sponsors has steadily risen over the last five years Despite a football-wide ban on betting, gambling companies continue to feature prominently in the Premier League. This season four shirts feature gambling companies: those at Aston Villa (Dafabet.com), Stoke (Bet265), Hull (12Bet) and Burnley (Fun88) – compared to three last season.

The total value of the Premier League’s shirt deals have almost doubled in five seasons. In 2010-11 (details here) they were worth £100.45m; this coming season represents a 90.5% rise since then.

For more from Sporting Intelligence, click here.

News
Courtney Love has admitted using heroin while pregnant with Frances Bean Cobain, her daughter with Kurt Cobain
people
Sport
Murray celebrates reaching the final
tennis
Life and Style
life
Arts and Entertainment
'The Archers' has an audience of about five million
radioA growing number of listeners are voicing their discontent; so loudly that even the BBC's director-general seems worried
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Caption competition
Caption competition
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

Bleacher Report

Daily Quiz
Independent Dating
and  

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

Day In a Page

Isis hostage crisis: Militant group stands strong as its numerous enemies fail to find a common plan to defeat it

Isis stands strong as its numerous enemies fail to find a common plan to defeat it

The jihadis are being squeezed militarily and economically, but there is no sign of an implosion, says Patrick Cockburn
Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action

Virtual reality: Seeing is believing

Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action
Homeless Veterans appeal: MP says Coalition ‘not doing enough’

Homeless Veterans appeal

MP says Coalition ‘not doing enough’ to help
Larry David, Steve Coogan and other comedians share stories of depression in new documentary

Comedians share stories of depression

The director of the new documentary, Kevin Pollak, tells Jessica Barrett how he got them to talk
Has The Archers lost the plot with it's spicy storylines?

Has The Archers lost the plot?

A growing number of listeners are voicing their discontent over the rural soap's spicy storylines; so loudly that even the BBC's director-general seems worried, says Simon Kelner
English Heritage adds 14 post-war office buildings to its protected lists

14 office buildings added to protected lists

Christopher Beanland explores the underrated appeal of these palaces of pen-pushing
Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Scientists unearthed the cranial fragments from Manot Cave in West Galilee
World War Z author Max Brooks honours WW1's Harlem Hellfighters in new graphic novel

Max Brooks honours Harlem Hellfighters

The author talks about race, legacy and his Will Smith film option to Tim Walker
Why the league system no longer measures up

League system no longer measures up

Jon Coles, former head of standards at the Department of Education, used to be in charge of school performance rankings. He explains how he would reform the system
Valentine's Day cards: 5 best online card shops

Don't leave it to the petrol station: The best online card shops for Valentine's Day

Can't find a card you like on the high street? Try one of these sites for individual, personalised options, whatever your taste
Diego Costa: Devil in blue who upsets defences is a reminder of what Liverpool have lost

Devil in blue Costa is a reminder of what Liverpool have lost

The Reds are desperately missing Luis Suarez, says Ian Herbert
Ashley Giles: 'I'll watch England – but not as a fan'

Ashley Giles: 'I'll watch England – but not as a fan'

Former one-day coach says he will ‘observe’ their World Cup games – but ‘won’t be jumping up and down’
Greece elections: In times like these, the EU has far more dangerous adversaries than Syriza

Greece elections

In times like these, the EU has far more dangerous adversaries than Syriza, says Patrick Cockburn
Holocaust Memorial Day: Nazi victims remembered as spectre of prejudice reappears

Holocaust Memorial Day

Nazi victims remembered as spectre of prejudice reappears over Europe
Fortitude and the Arctic attraction: Our fascination with the last great wilderness

Magnetic north

The Arctic has always exerted a pull, from Greek myth to new thriller Fortitude. Gerard Gilbert considers what's behind our fascination with the last great wilderness