Comprehensive guide to 2024/2025 Premier League clubs’ sleeve sponsors: Insights and analysis
The 2024/2025 Premier League season showcases a diverse range of industries represented through sleeve sponsorship. This season reflects both traditional sports sponsorship sectors and emerging trends in global business, highlighting the Premier League’s wide-reaching influence and appeal.
Read the full guide on Premier League 2024/2025 clubs sleeve sponsors on SponsorsGo.
Statistical Insights:
- Technology and Innovation: 5 contracts
- Tourism and Travel: 4 contracts
- Financial Services: 2 contracts
- Retail and Consumer Goods: 2 contracts
- Cryptocurrency and Blockchain: 2 contracts
- Entertainment and Media: 1 contract
- Real Estate: 1 contract
- Food and Beverage: 1 contract
- E-commerce: 1 contract
- Gambling: 1 contract
AFC Bournemouth – Leos International (property developer)
On July 25, 2024, Bournemouth revealed their new partnership with Leos International, an international property developer with offices in the UK and Dubai.
This partnership establishes Leos International as the sleeve sponsor for Bournemouth’s men’s team for the upcoming two seasons, starting from 2024/2025.
Arsenal – Visit Rwanda (travel bureau)
On May 23, 2018, Arsenal FC announced a groundbreaking partnership with the Rwanda Development Board, facilitated by its Rwanda Convention Bureau, marking the first official sleeve sponsorship deal for the club. This initiative aimed to promote Rwanda as a premier global tourist destination, prominently featuring the ‘Visit Rwanda’ slogan on the left sleeve of all club teams’ jerseys under the banner of ‘Visit Rwanda’ being the official tourism partner of Arsenal FC.
The initial contract, established for a three-year term to cover up to the 2020/2021 season, was later extended for an additional four years, ensuring the partnership would continue until the end of the 2024/2025 season.
Aston Villa – Trade Nation (trading platform, finance)
Ahead of the 2023/2024 English Premier League season, Aston Villa announced a significant partnership with Trade Nation, a British online trading platform.
This deal establishes Trade Nation as Aston Villa’s official sleeve and trading partner.
Brentford – Pension Bee (pension provider, finance)
On May 21, 2021, PensionBee, a prominent online pension services provider, formed a partnership with Brentford Football Club, becoming the club’s official pension partner. The initial two-year agreement involved prominently featuring PensionBee’s logo during matchdays and across digital platforms. Additionally, PensionBee and Brentford aimed to collaborate on various activations, content creation, and community projects.
In 2023, this partnership was extended for another two years, running until the end of the 2024/2025 season. The renewal expanded PensionBee’s branding opportunities, including having their logo featured on the left sleeve of the men’s first-team kit. PensionBee also became the front-of-shirt sponsor for Brentford’s B team, Academy, and women’s teams. The company’s presence continued to be highlighted in post-match interviews and on LED boards around the stadium, enhancing its visibility and engagement with fans.
Brighton and Hove Albion – Kissimmee (travel bureau)
On June 11, 2024, Brighton & Hove Albion FC announced a significant partnership with Experience Kissimmee, marking the travel authority of Osceola County, Florida, as the new sleeve sponsor for the club’s men’s, women’s, and academy teams. This partnership, a first for Experience Kissimmee, established a multi-year agreement with both the Premier League and Women’s Super League clubs.
Since the start of the season, the Experience Kissimmee logo has been featured on the sleeves of all team shirts, leveraging extensive global broadcast coverage to enhance brand visibility and connect with Albion fans around the world. Additionally, the collaboration has included cross-promotional activities with travel trade club partners and travel agents, aiming to maximize reach and impact within the tourism and sports sectors.
Chelsea – Fever (entertainment marketplace)
On August 18, 2024, just before their opening match of the 2024/2025 Premier League season against Manchester City, Chelsea FC announced a new sponsorship deal with Fever, a leading technology platform specializing in entertainment discovery.
The Fever logo was prominently displayed on the men’s first-team kits during this high-profile game. This partnership also extends to the Chelsea Women’s and Academy teams, ensuring widespread visibility of Fever’s branding across all levels of the club throughout the seasons.
Fever is recognized as a global aggregator of events and experiences, making significant strides in the entertainment industry. It covers a variety of entertainment categories such as music, theatre, sports, cultural institutions, and immersive events, providing diverse engagement opportunities for its audience.
Crystal Palace – Kaiyun (gambling)
On May 27, 2023, Crystal Palace announced Kaiyun Sports as the Official Sleeve Partner for the 2023/24 season. While the specific terms of the agreement were not disclosed, Kaiyun Sports’ branding continued to be featured on the club’s sleeve at the start of the 2024/2025 season.
However, ahead of the 2024/2025 season, both Nottingham Forest and Crystal Palace faced scrutiny over their sponsorship agreements with Kaiyun Sports, following revelations that the betting company does not possess a license to operate in the UK. This has led to warnings from the Premier League about the potential regulatory implications of their commercial relationships with the unlicensed sponsor.
Everton – Christopher Ward (watch company)
For the 2024/25 season, Christopher Ward is excited to continue its partnership with Everton, marking a significant era as the club’s official global timing and sleeve partner during Everton’s final season at Goodison Park.
This partnership strengthens Christopher Ward’s role as Everton’s Official Global Timing Partner, a designation it has held since 2022. Beyond the sleeve, Christopher Ward’s branding will be featured across Everton’s official channels and assets, including backdrops and LED screens at Goodison Park during match days.
Christopher Ward steps into the sleeve sponsorship role previously held by Kick, a live-streaming video platform.
Fulham – Web Beds (marketplace for the travel trade)
On August 7, 2023, Fulham Football Club unveiled a strategic partnership with WebBeds, a prominent global online marketplace for the travel trade. Under this multi-year agreement, WebBeds serve as the Club’s Official Sleeve Partner starting with the 2023/24 season.
This collaboration positions Fulham alongside one of the top B2B accommodation distribution companies, enhancing the club’s branding and commercial reach in the industry.
Ipswich Town – Halo (software developer)
On December 15, 2023, Ipswich Town FC announced their new partnership with Halo, a service management company based in Stowmarket, which became the club’s official Sleeve Sponsor. Under this agreement, Halo’s logo will feature on the left sleeve of Ipswich Town’s home, away, third, and goalkeeper kits.
Scheduled to run until the end of the 2026/27 season, this partnership aligns Ipswich Town with Halo, bringing together two significant Suffolk-based organizations. Halo, recognized as the largest service management software vendor in the UK, has committed to a long-term future in Suffolk, leveraging the exceptional local talent despite the lure of relocating to Silicon Valley.
This partnership promises substantial benefits for both parties, especially as Ipswich Town has secured their position in the Premier League for the 2024/2025 season, potentially boosting Halo’s global media reach significantly.
Leicester City – Bia Saigon (beverage producer)
On August 1, 2018, Leicester City FC forged a multi-year global partnership with ThaiBev, Thailand’s foremost beverage producer. This partnership marked the introduction of ThaiBev’s subsidiary, Bia Saigon, as Leicester City’s official sleeve sponsor starting with the 2018/19 season.
Bia Saigon, a leading Vietnamese beer brand with an impressive annual output of 1.59 billion liters, significantly enhanced its brand exposure at King Power Stadium.
Liverpool – Expedia (travel agency)
On October 17, 2020, Liverpool FC and Expedia, one of the world’s largest travel platforms, entered into a multi-year sponsorship agreement. The deal initially set Expedia as the sleeve sponsor for both the men’s and women’s team jerseys.
The original contract, signed for a three-year period, was set to conclude at the end of the 2022/2023 season. However, in 2023, the partnership was successfully extended for an additional four years, continuing until the end of the 2026/2027 season. Under this renewed agreement, Expedia not only maintained its status as a principal club partner but also continued its role as the official shirt sleeve sponsor for both Liverpool’s men’s and women’s teams.
Manchester City – OKX (cryptocurrency platform)
On March 4, 2022, Manchester City FC announced a significant partnership with OKX, one of the world’s leading cryptocurrency platforms, appointing it as the official cryptocurrency exchange partner of the club. Initially, the contract was signed for one season.
By July 11, 2022, the partnership expanded, with OKX becoming the official training kit partner for Manchester City for the 2022/2023 season. The OKX logo was prominently displayed on the training kits of both the men’s and women’s first teams.
On June 30, 2023, Manchester City and OKX further solidified their relationship by signing a new multi-year agreement. Under this expanded deal, the OKX brand was set to appear on the left sleeve of the playing kits for both the men’s and women’s first teams and would continue to feature on the left sleeve of the first team training kits. Additionally, the OKX branding would be visible across various digital and physical club assets.
Founded in 2017 by Star Xu, OKX is part of the OK Group, which also owns the cryptocurrency exchange Okcoin. As a global cryptocurrency exchange, OKX offers services in trading cryptocurrencies on the spot market and derivatives. It operates in key global markets including Hong Kong, the United Arab Emirates, The Bahamas, and France, with offices in Dubai, Turkey, Hong Kong, Silicon Valley, Singapore, and Australia.
Manchester United – DXC Technology (software developer)
On July 6, 2022, Manchester United announced a significant multi-year partnership with DXC Technology, a leading IT company. From the 2022/23 season onwards, DXC Technology’s logo has been featured on the sleeves of the club’s home, away, and third kits. This collaboration goes beyond mere branding; DXC Technology is utilizing its digital transformation expertise to enhance Manchester United’s engagement with fans through improved functionalities on digital platforms, including the club’s official website and mobile app.
DXC Technology, known for helping global companies manage their critical systems and operations, focuses on modernizing IT, optimizing data architectures, and ensuring security and scalability across public, private, and hybrid clouds.
Newcastle United – Noon (e-commerce)
On June 27, 2022, Newcastle United announced a partnership with Noon, the premier online retailer in the Middle East, establishing Noon as the official sleeve partner for the upcoming season. The Noon logo was prominently displayed on the sleeves of the primary men’s team shirts for all club competitions.
Additionally, Noon’s presence was noticeable on matchdays at St James’ Park and across the club’s digital platforms. In 2023, the successful collaboration led to the extension of the partnership.
Nottingham Forest – Ideagen (software developer)
On July 22, 2021, Nottingham Forest Football Club announced a new partnership with Ideagen PLC, marking the beginning of a collaborative relationship included in the club’s partnership program. The initial two-year contract featured the Ideagen logo on the academy and youth women’s team jerseys, along with promotional materials around the first team and The City Ground stadium.
In 2023, Nottingham Forest and Ideagen not only extended their partnership but also expanded the scope of their agreement. From the 2023/24 season onward, the Ideagen logo began appearing on the sleeves of the jerseys for Forest’s men’s, women’s, and academy teams.
Southampton – P&O Cruises (cruise line)
On August 6, 2024, Southampton FC welcomed P&O Cruises as their new official sleeve partner, marking the cruise line’s inaugural foray into sports sponsorship.
As part of this comprehensive partnership, members and fans of Southampton FC, along with guests of P&O Cruises, will gain access to exclusive benefits. These perks include special cruise offers, match tickets, and unique meet-and-greet events. Additionally, fans will have the opportunity to participate in onboard coaching sessions and other interactive experiences.
Further solidifying this alliance, P&O Cruises has also taken on the role of title partner for the Saints Foundation, the official charity of Southampton FC.
Tottenham Hotspur – Kraken (cryptocurrency platform)
On July 16, 2024, Tottenham Hotspur announced a groundbreaking partnership with Kraken, establishing the company as the club’s first-ever official cryptocurrency and Web3 partner.
This historic deal also positions Kraken as the official sleeve sponsor for both the men’s and women’s teams.
West Ham United – Intuit Quickbooks (service for accountants, bookkeepers, sole traders, and small businesses)
On July 1, 2024, West Ham United announced the expansion of their partnership with Intuit QuickBooks, one of the leading services for accountants, bookkeepers, sole traders, and small businesses (SMBs). Initially established in March 2024, this enhanced collaboration designates QuickBooks as the official sleeve partner for the 2023/2024 season.
Under this expanded agreement, the QuickBooks logo will be prominently featured on the sleeves of the men’s and women’s first team shirts, the Academy team, and all replica kits. This increased visibility will complement the traditional matchday exposure and digital presence.
Wolverhampton – JD Sports (retail)
On June 5, Wolverhampton Wanderers announced a new two-year partnership with JD, designating the retailer as the official sleeve partner for the club. This agreement covers the 2024/25 and 2025/26 seasons and will see the JD logo featured on the playing kits of all Wolves teams, including the men’s and women’s first teams, the under-21s, and the entire academy.
This new sponsorship marks a shift from the previous season’s sleeve sponsor, the 6686.com betting company, whose logo adorned the club’s kits during the 2023/2024 season.
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