Comprehensive guide to 2024/2025 Premier League front-of-shirt sponsors: Gambling brands lead, Chelsea starts another season without a sponsor
The 2024–25 Premier League season, the 33rd edition of the Premier League and the 126th season of top-tier English football, kicked off on August 16. For the first time in the league’s history, gambling companies dominate front-of-shirt sponsorships, with over 50% of clubs displaying logos from the betting industry. This season, 11 out of 20 Premier League clubs have gambling brands featured on their shirts, with six of these clubs signing new sponsorship deals just before the season started.
Among the more unique sponsorship deals is that of Ipswich Town, who returned to the Premier League after 22 years. Their shirts prominently feature the logo from Ed Sheeran’s global Mathematics Tour, stylized as +–=÷×.
Read the full guide on Premier League 2024/2025 front-of-shirt sponsors on SponsorsGo.
AFC Bournemouth – bj88 (gambling)
On July 24, 2024, AFC Bournemouth announced a groundbreaking new front-of-shirt sponsor: the Asian betting brand bj88. This two-season deal, covering the 2024/25 and 2025/26 seasons, represents the largest sponsorship agreement in the club’s history.
Founded in 2021, bj88 has established a strong presence in Asia and is also active in Latin America and South Asia. The company plans to expand into the UK market in the near future.
Arsenal – Emirates (airline)
On October 5, 2004, Arsenal announced a landmark sponsorship deal with Emirates Airline. This partnership marked a new era for the club, as Emirates became the official front-of-shirt sponsor, taking over from O2 when their contract expired at the end of the 2005/06 season.
Over the years, Arsenal and Emirates have renewed their partnership multiple times—first in 2012, then again in 2018, and most recently in 2023. The latest extension, valued at approximately £50 million per season, ensures that the Emirates logo will continue to grace Arsenal’s shirts until at least 2028.
Aston Villa – Betano (gambling)
On April 22, 2024, Aston Villa and Kaizen Gaming announced a significant long-term partnership, making Betano, Kaizen Gaming’s premium brand, the club’s new principal and front-of-shirt sponsor.
Following Betano’s recent entry into the UK market in collaboration with BVGroup, this two-year agreement will feature the Betano logo prominently on the front of Aston Villa’s men’s team jerseys starting from the 2024-25 season.
Brentford – Hollywoodbets (gambling)
On November 6, 2020, Brentford signed its first sponsorship deal with Hollywoodbets. During the 2020–21 season, which marked Brentford F.C.’s 131st year in existence and their seventh consecutive season in the Championship, the Hollywoodbets logo was prominently displayed on the back of all official home, away, and third jerseys worn by the first team, B-team, and women’s teams. Brentford’s successful season concluded with their promotion to the Premier League for the 2021/2022 season.
In 2021, following their promotion, Brentford and Hollywoodbets renewed their partnership with a new two-year sponsorship agreement. Under this deal, the Hollywoodbets logo was moved to the front of the first-team and B-team jerseys, and it also appeared on all adult replica football shirts for the upcoming season.
In 2023, Hollywoodbets expanded their sponsorship package. Beyond the front-of-shirt placement, the betting brand became the official sponsor of the front of the training and pre-match kits, as well as the technical staff’s uniforms. This extended contract is set to run until 2025.
Brighton and Hove Albion – American Express (banking)
In 2010, American Express entered into a landmark naming rights agreement with Brighton & Hove Albion FC, leading to the renaming of the club’s stadium as the “American Express Community Stadium.” This agreement granted American Express the rights to include its name in the stadium’s title.
The Amex Stadium, inaugurated in 2011, initially accommodated 22,500 spectators. It has since grown to become the second-largest stadium in the southeast of England, with a capacity of approximately 31,800 seats. Following Brighton & Hove Albion’s promotion to the Premier League in 2017, the stadium has hosted top-flight matches.
In 2011, the partnership expanded with a naming rights deal for the club’s training center, which was renamed the “American Express Elite Football Performance Centre.”
March 2013 saw American Express become the official kit sponsor for all Brighton & Hove Albion teams, including the men’s, women’s, youth, junior, and disability squads. The sponsorship featured the American Express logo prominently on the front and back of the team’s football jerseys, produced by Errea. This initial contract was set to run until 2019. During the 2013/2014 season, Brighton & Hove Albion was in its third consecutive year in the Championship following their exit from the First Division.
In the 2017/2018 season, Brighton & Hove Albion achieved promotion to the Premier League for the first time in the club’s 116-year history.
In 2019, American Express and Brighton & Hove Albion extended their partnership with a new five-year agreement. Under this renewal, American Express will continue to:
- Hold the naming rights to the iconic American Express Community Stadium.
- Retain naming rights for the state-of-the-art American Express Elite Football Performance Centre.
- Remain the official sponsor of Brighton & Hove Albion’s football kits, covering men’s, women’s, development, youth, and disability teams.
Chelsea –
Chelsea are entering the 2024/25 Premier League season without a front-of-shirt sponsor, repeating the uncertainty they faced last season. The club had a one-year agreement with the U.S.-based data analytics company Infinite Athlete, which extended into the pre-season for 2024/25, but this deal has not been renewed for the regular season. As a result, Chelsea will start their league matches with blank shirts.
Over the past months, Chelsea has been in talks with several potential sponsors, including Riyadh Air and Jordan Brand. However, these negotiations did not result in an agreement that satisfied the club’s financial requirements. The discussions with Jordan Brand, in particular, fell apart after Chelsea failed to qualify for the Champions League for the second consecutive season.
Last year, they had to cancel a deal with Paramount+ due to conflicts with the Premier League’s TV rights holders. Similarly, a potential partnership with the online casino Stake was abandoned after negative feedback from fans. Talks with Allianz and a cryptocurrency firm also did not come to fruition.
Despite these setbacks, reports suggest that Chelsea is close to announcing a new sponsorship deal soon, according to The Athletic.
Crystal Palace – Net88 (gambling)
On June 12, 2024, Crystal Palace announced a landmark sponsorship deal with NET88, naming the online gaming service provider as the official front-of-shirt sponsor for the 2024/25 season. This record-breaking two-year agreement marks NET88 as a principal club partner, with their logo prominently displayed on the team’s shirts and official training wear.
In addition to shirt branding, NET88 will gain significant visibility at Selhurst Park on matchdays and on the club’s website. The official press release highlights that this is the largest sponsorship deal in Crystal Palace’s history.
NET88 replaced Cinch, the car marketplace that had been the club’s shirt sponsor since the 2022/2023 season.
Everton – Stake (gambling)
On July 1, 2022, Everton announced a landmark long-term partnership with Stake, a leading casino and betting platform. This deal represents the largest official sponsorship in the club’s 144-year history.
As the primary partner, Stake’s logo is prominently displayed on the front of both the men’s and women’s Everton team jerseys. The branding is also featured on screens and media boards at Goodison Park stadium and Finch Farm training base, as well as across the club’s digital platforms.
Founded in 2017 and licensed by the UK Gambling Commission, Stake has rapidly established itself in the industry.
Fulham – Sbotop (gambling)
On June 23, 2023, Fulham FC announced a record-breaking multi-year sponsorship deal with global betting brand Sbotop. Under this agreement, Sbotop becomes the club’s Front of Shirt and Principal Partner starting from the 2023/24 season.
The Sbotop logo prominently displayed on the front of the men’s first team kits as well as on the training kit sleeves. The partnership also includes significant in-stadium brand presence.
Ipswich Town – Ed Sheeran (musician)
In the 2024/25 season, Ed Sheeran continues as the front-of-shirt sponsor for Ipswich Town FC for a third successive year. His Mathematics Tour logo, stylized as +–=÷×, is featured on the shirts of both the Men’s and Women’s teams. Ed Sheeran, a lifelong fan of Ipswich Town, originally became their front-of-shirt sponsor in the 2021/22 season and was also included in the official squad, receiving the #17 shirt as part of the deal.
On the day before the 2024/25 season began, Ipswich Town FC announced that Ed Sheeran had acquired a minority stake in the club. Through Gamechanger 20 Ltd, Ed acquired a 1.4% stake in Ipswich Town FC. As part of the agreement, he will have long-term use of a personalized executive box at Portman Road stadium, though he will not join the board, as his investment is passive.
Leicester City – BC.Game (gambling)
Following their successful return to the Premier League, Leicester City has announced a landmark front-of-shirt sponsorship deal. On July 5, 2024, the club revealed that BC.Game, an online crypto gambling brand, will become their principal partner until May 2026.
Leicester City has highlighted that this partnership is one of the most valuable in the club’s history. BC.Game’s branding will be prominently displayed on the front of the men’s first team shirts and adult replica kits. In addition, King Power, the club’s longstanding partner, will step into the role of the new training wear sponsor.
Liverpool – Standard Chartered (banking)
On September 14, 2009, Liverpool FC announced a groundbreaking sponsorship deal with Standard Chartered, marking the largest commercial agreement in the club’s history at the time. The initial contract was signed for three years and took effect in July 2010. As part of this partnership, the name and logo of Standard Chartered were prominently displayed on Liverpool’s jerseys, beginning with the 2010/2011 season.
The agreement granted Standard Chartered a substantial package of rights, significantly boosting the bank’s brand awareness, particularly in its key markets across Asia, Africa, and the Middle East. Over the years, this partnership has been renewed multiple times, with the most recent extension set to continue until 2026.
Manchester City – Etihad Airways (airline)
On May 24, 2009, Etihad Airways, the national airline of the United Arab Emirates, signed a three-year agreement to become the official sponsor and partner of Manchester City Football Club. The partnership included the Etihad Airways logo appearing on Manchester City’s shirts starting from the summer of 2009.
The sponsorship deal has been incredibly successful, leading to several renewals. The most recent renewal, announced in 2021, extended the partnership until at least the end of the 2028-2029 season. This long-term agreement includes not only the shirt sponsorship but also the naming rights of the Etihad Stadium and various other branding opportunities.
Manchester United – Snapdragon (microelectronics)
On August 4, 2022, Manchester United announced a multi-year global strategic collaboration with Qualcomm Technologies, Inc. This agreement was set to be executed under the Snapdragon brand, which powers a wide range of global premium devices, including smartphones, PCs, gaming consoles, connected cars, and smart wearables. The initial contract was slated to run until 2025.
In September 2023, Manchester United confirmed Snapdragon as the new shirt sponsor. Under the agreement with the American tech giant Qualcomm, the Snapdragon brand would replace the TeamViewer logo on the team’s shirts starting from the 2024/2025 season. This new contract is reported to be for a duration of three years, extending until the end of the 2026/2027 season.
In the summer of 2024, Manchester United unveiled their new kit, featuring Snapdragon as the seventh front-of-shirt sponsor in the club’s history.
Newcastle United – Sela (entertainment)
On June 9, 2023, Newcastle United Football Club announced a multi-year partnership with Sela, a company recognized for its ability to connect brands with people through the creation and management of unique entertainment experiences. As part of this partnership, Sela’s logo was featured on the front of the men’s, women’s, and youth teams’ shirts at Newcastle United.
Sela, originating in Saudi Arabia and deeply rooted in the sports events industry, is known for offering comprehensive football opportunities from elite to grassroots levels, both locally and internationally. Beyond sports, Sela has played a significant role in bringing global sports and entertainment events to the Middle East. Their portfolio includes iconic venues and attractions such as Riyadh Boulevard, Riyadh City, Boulevard World, the luxurious VIA Riyadh complex, the state-of-the-art Jeddah Superdome, and the Jeddah Yacht Club and Marina, among others.
Nottingham Forest – Kaiyun (gambling)
On August 30, 2023, Nottingham Forest FC announced a two-year partnership with Kaiyun Sports. As the official partner of the English club, Kaiyun Sports will have its logo prominently featured on the men’s first team shirts.
The contract between the two parties is set to run until the end of the 2024/2025 season.
Southampton – Rollbit (gambling)
On July 15, 2024, Southampton FC announced a new partnership with online gambling company Rollbit, naming them as their front-of-shirt sponsor.
Beginning this season, the Rollbit logo will be prominently featured on the front of the men’s first team shirts. In addition, Rollbit will gain substantial visibility at St Mary’s Stadium through LED advertising and enhanced hospitality services.
Founded in February 2020, Rollbit is an emerging player in the online gambling industry.
Tottenham Hotspur – AIA (insurance)
On August 15, 2013, Tottenham Hotspur announced a partnership with AIA Group Limited (AIA), a leading insurance provider in the Asia-Pacific region. The initial contract was for one season, with the AIA brand appearing on the front of the club’s jersey during matches in the UEFA Europa League, the FA Cup, and the League Cup.
The partnership’s success led to several renewals over the years. In 2019, the agreement was extended again, with the current contract running until the end of the 2026/2027 season. This extension covers all competitions in which Tottenham Hotspur participates.
West Ham United – Betway (gambling)
On February 6, 2015, West Ham United unveiled a groundbreaking long-term partnership with Betway, an online gambling platform, making Betway the club’s new primary sponsor.
This historic agreement, the largest in the club’s history at the time, prominently placed the Betway logo on the front of all playing shirts and training gear for West Ham’s senior teams. The deal also included naming rights for the West Stand at the iconic Boleyn Ground stadium.
The partnership began during a pivotal moment for West Ham United, as the club prepared for its final season at the Boleyn Ground in August before moving to their state-of-the-art new home at Queen Elizabeth Olympic Park the following summer. The initial contract was set to run until 2019. In 2019, the two parties extended the agreement by six years, securing the partnership until the end of the 2024/2025 season.
The Betway logo continues to feature on the front of the jerseys and training gear for all senior teams. In addition to this, Betway has introduced several fan engagement initiatives, including the Betway Academy, Betway Fan Taxi, and West Ham Supermarket Sweep, which will remain active throughout the extended partnership.
Wolverhampton – Debet (gambling)
On June 11, 2024, Wolverhampton Wanderers announced a major new principal and front-of-shirt sponsorship agreement with Debet, marking the largest sponsorship deal in the club’s history.
The two-season deal will see Debet featured prominently on the front of the men’s first team shirts. This partnership comes as Premier League clubs prepare to phase out gambling sponsorships from the front of matchday shirts by the end of the 2025/26 season. Debet will replace Astropay, a payments provider that had been on Wolverhampton’s shirts since the 2022/2023 season.
Founded in 2019, Debet has quickly risen to become one of Southeast Asia’s fastest-growing gaming platforms, offering a wide range of sports betting and casino gaming products.
Stay updated with the latest sponsorship news by following SponsorsGo on social media:
Related news
New luxury partners for City and Bayern, China’s Linglong Tire signs with Real Madrid, and other notable sponsorship deals of the week
01.10.2024 13:34:18
Red Bull expands further into the Premier League, Dyson enters audio market with AC Milan partnership, and more sponsorship highlights of the week
23.09.2024 17:37:31
Red Bull's first sponsorship deal in Italy, notable contracts for Napoli, Tottenham, and Stuttgart, and other major deals of the week
17.09.2024 10:13:55
Barcelona FC enhances sports supplements for better performance, UEFA expands partnership with Lidl following successful Euro 2024, and more weekly sponsorship deals
10.09.2024 15:58:34
Exploring the 2024/2025 Premier League club's training kit sponsors: Unsponsored clubs, and exotic brand adventures in Mongolia and Las Vegas
05.09.2024 19:35:16
First blockchain partner for Borussia Dortmund and Inter, Betano expands presence in UEFA tournaments and other sponsorships of the week
04.09.2024 13:45:56Latest news
New luxury partners for City and Bayern, China’s Linglong Tire signs with Real Madrid, and other notable sponsorship deals of the week
01.10.2024 13:34:18 Red Bull expands further into the Premier League, Dyson enters audio market with AC Milan partnership, and more sponsorship highlights of the week
23.09.2024 17:37:31 Red Bull's first sponsorship deal in Italy, notable contracts for Napoli, Tottenham, and Stuttgart, and other major deals of the week
17.09.2024 10:13:55 Barcelona FC enhances sports supplements for better performance, UEFA expands partnership with Lidl following successful Euro 2024, and more weekly sponsorship deals
10.09.2024 15:58:34 Exploring the 2024/2025 Premier League club's training kit sponsors: Unsponsored clubs, and exotic brand adventures in Mongolia and Las Vegas
05.09.2024 19:35:16 First blockchain partner for Borussia Dortmund and Inter, Betano expands presence in UEFA tournaments and other sponsorships of the week
04.09.2024 13:45:56