Exploring the 2024/2025 Premier League club’s training kit sponsors: Unsponsored clubs, and exotic brand adventures in Mongolia and Las Vegas
Read the full guide on Premier League 2024/2025 club’s training kit sponsors on SponsorsGo.
AFC Bournemouth
Dun & Bradstreet – front of AFC Bournemouth’s training wear
On August 4, 2023, AFC Bournemouth announced a new sponsorship with the esteemed data and analytics company Dun & Bradstreet. This collaboration introduces Dun & Bradstreet’s logo on all first-team training wear, including staff outfits and pre-match warm-up tops. Additionally, the partnership extends to advertising around the Vitality Stadium and on select training gear sold at the club’s Superstore.
Founded in 1841 by Lewis Tappan in New York City, Dun & Bradstreet has grown into a global provider of commercial data. The company offers essential insights for businesses concerning credit, marketing, and purchasing decisions, supporting them in enhancing profitability, reducing risks, and optimizing operations. With a database that includes over 300 million business records worldwide, Dun & Bradstreet is recognized as a pivotal resource in fostering informed business decisions, solidifying its status as a leader in the industry and enhancing its visibility through strategic sports partnerships.
Visit Las Vegas (travel destination) – sleeve of AFC Bournemouth’s training wear
On February 23, 2024, AFC Bournemouth revealed a new multi-year sponsorship with the “Visit Las Vegas” campaign. This partnership integrates the Las Vegas logo on the club’s training kits and ensures visibility through in-stadium advertising and matchday events.
In 2023, Las Vegas attracted approximately 550,000 British visitors, many of whom participated in sports-related events and viewing parties. This collaboration aims to broaden awareness of Las Vegas’ cultural and sporting events among both Bournemouth fans and the wider Premier League audience.
The relationship between AFC Bournemouth and Las Vegas began in 2022, initiated by Bill Foley, owner of the NHL’s Vegas Golden Knights, who invested in the club. Following this, Bournemouth has also forged a community partnership with the Downtown Las Vegas Soccer Club (DVLSC), a prominent local non-profit youth soccer organization.
Arsenal
Emirates (airline) – front of Arsenal’s training wear
In 2004, Arsenal Football Club forged a groundbreaking sponsorship deal with Emirates, a major airline, granting the company naming rights to the stadium until 2021 and shirt sponsorship starting with the 2006/2007 season. This agreement also included branding on the team’s training kits. Over the years, this alliance has been renewed several times, reinforcing a strong partnership between the two entities. The most recent renewal of their agreement, worth about £50 million annually, ensures that the Emirates logo will remain on Arsenal’s shirts until at least 2028. This long-standing relationship highlights the strategic integration of sports marketing and global branding initiatives.
Sobha Realty (real estate) – sleeve of Arsenal’s training wear
On September 15, 2023, Arsenal and Sobha Realty announced a substantial global partnership. This agreement appoints Sobha Realty as Arsenal’s Official Global Real Estate Partner, enhancing the visibility of the brand during both men’s and women’s matches at Emirates Stadium.
This partnership, the first of its kind for Sobha Realty, will include various football-related events in Dubai and internationally, such as youth clinics, tournaments, and seminars, aimed at developing local talent and promoting sports participation.
As the partnership evolved, by February 2024, Sobha Realty also acquired naming rights to Arsenal’s training ground, now known as the Sobha Realty Training Centre. Additionally, they became the principal partner and the official training kit sleeve sponsor for Arsenal’s teams.
Founded in 1976 by P.N.C. Menon in Dubai, Sobha Realty has grown into a prominent luxury real estate developer known for its dedication to high-quality craftsmanship, sustainability, and innovative design, bridging traditional and modern aesthetics in their properties across the Middle East, India, and other parts of Asia.
Aston Villa
At the time the article was published, Aston Villa had not activated the sponsorship inventory on their training kit.
Brentford
PensionBee (pension provider, finance) – sleeve of Brentford’s training wear
On May 21, 2021, Brentford Football Club announced a new partnership with PensionBee, a leading online pension service provider. This collaboration prominently features PensionBee’s logo across various matchday and digital platforms, fostering joint initiatives in community projects and content creation.
In 2023, the partnership was not only renewed but also expanded, effective from the 2024/2025 season. Starting in the 2023/2024 season, PensionBee’s branding becomes visible on the left sleeve of the men’s first-team kits. Additionally, PensionBee becomes the front-of-shirt sponsor for Brentford’s B team, Academy, and women’s team. Their logo also appears on the sleeves of training kits and is prominently displayed in post-match interviews and on the LED boards around the stadium, thereby enhancing their visibility and engagement with the football community.
Brighton and Hove Albion
American Express (banking) – front of Brighton and Hove Albion’s training wear
In 2010, Brighton & Hove Albion FC and American Express embarked on a pivotal partnership, which began with American Express securing the naming rights to the club’s new stadium, consequently named the “American Express Community Stadium”. Opened in 2011, the venue initially held 22,500 fans and has since expanded to a capacity of approximately 31,800, making it the second-largest stadium in Southeast England.
By 2011, the partnership had grown to include the club’s training facility, renamed the “American Express Elite Football Performance Centre.” The relationship between American Express and Brighton further deepened in 2013 when the financial services company became the official kit sponsor across all club teams, placing their logo prominently on match and training kits.
The collaboration reached a milestone when Brighton & Hove Albion was promoted to the Premier League in 2017. American Express and Brighton & Hove Albion reaffirmed their strong partnership in 2019, extending their agreement for another five years. This renewal ensures American Express retains naming rights for the stadium and training center, along with continuing as the kit sponsor for all team categories within the club.
Chelsea
BingX (cryptocurrency platform) – front of Chelsea’s training wear
On July 1, 2024, Chelsea Football Club expanded its collaboration with BingX, a premier cryptocurrency exchange. This progression enhances BingX’s role from a sleeve sponsor to the official training wear partner for Chelsea’s men’s team. Over the next two seasons, BingX’s branding will be prominently featured on the training gear worn by the team, reflecting the deepening ties between the two organizations.
Infinity Athlete (IT products and services) – sleeve of Chelsea’s training wear
On September 30, 2023, Chelsea FC revealed a new principal partnership with the brand Infinite Athlete, securing its place on the front of both the men’s and women’s playing and training kits for the 2023/24 season. As part of the agreement, Infinite Athlete agreed also sponsor the training top sleeve starting from the 2024/2025 season. This short-term deal was strategically designed to allow Chelsea the flexibility to secure a potentially more lucrative sponsorship should they qualify for the Champions League. At the time of the announcement, Chelsea had not yet confirmed a new main shirt sponsor and had played the first three matches of the Premier League 2024/2025 season without a front-of-shirt sponsor.
Crystal Palace
Net88 (gambling) – front of Crystal Palace’ training wear
On June 12, 2024, Crystal Palace forged a transformative partnership with Net88, a premier player in the betting and gaming sector, marking the club’s largest sponsorship deal to date. Spanning the 2024/25 and 2025/26 seasons, this alliance positions Net88 as the front-of-shirt sponsor for the men’s team and a principal club partner. This collaboration ensures that Net88’s logo will be a staple not only on matchday shirts but also on official training wear. With significant brand visibility across Selhurst Park and the club’s digital platforms, Net88 aims to enhance its visibility and engage with a broader audience. Founded in 2015, Net88 has quickly become a key figure in online gaming, offering an extensive array of sports betting and casino gaming options.
Everton
Stake (gambling) – front of Everton’s training wear
On July 1, 2022, Everton Football Club secured a monumental sponsorship with Stake, a prominent casino and betting platform, marking the largest official deal in its 144-year history. This partnership prominently features the Stake logo on the front of both the men’s and women’s team jerseys. Additionally, the logo gains significant visibility on the screens and media boards at both Goodison Park Stadium and the Finch Farm training base, as well as across the club’s digital platforms and training kits.
Fulham
Go Mongolia (travel destination) – front of Fulham’s training wear
On June 10, 2024, Fulham Football Club announced a landmark partnership with the Mongolian Ministry of Culture and the brand Go Mongolia. This collaboration aims to utilize Fulham FC’s wide-reaching global platform to highlight and promote Mongolia’s rich cultural heritage. As part of this partnership, Go Mongolia will feature as the official training kit sponsor, marking Mongolia’s first venture into international sports partnerships. This strategic alliance is designed to enhance Mongolia’s global presence and introduce its vibrant culture and traditions to a wider audience through various promotional activities linked with the club.
Sbotop (gambling) – sleeve of Fulham’s training wear
On June 28, 2023, Fulham FC unveiled a landmark sponsorship deal with Sbotop, marking it as the most significant in the club’s history. Sbotop has become the new front-of-shirt and principal partner, with its branding now featured prominently on the men’s first team jerseys and training kit sleeves starting the 2023/24 season.
Ipswich Town
MSC (container shipping) – front of Ipswich Town’s training wear
On August 17, 2022, Ipswich Town FC announced a transformative sponsorship deal with Mediterranean Shipping Company Ltd. (MSC), enhancing the club’s commercial strategy. MSC, headquartered in Ipswich and recognized as the UK’s premier container shipping line, became the primary sponsor for the first team’s training and bench wear and the kit sponsor for Ipswich Town’s Girls’ Academy Emerging Talent Centre across all age levels.
Following a successful initial year, the partnership was extended on July 5, 2023, for another three years, until the end of the 2025/26 season.
Leicester City
King Power (travel retail) – front of Leicester City’s training wear
Leicester City and King Power have shared a deep partnership history, beginning when King Power acquired the club in August 2010. On July 5, 2011, King Power also secured the naming rights to the club’s stadium.
King Power, a major Thai travel retail group headquartered in Bangkok, was led by Vichai Srivaddhanaprabha until his passing in October 2018.
The King Power logo has prominently adorned Leicester City’s matchday shirts from the 2010/2011 season through the 2020/2021 season, which includes their memorable Premier League championship year.
On June 30, 2023, it was announced that King Power would return as the Official Principal Partner for the 2023/24 season in the Championship. In the 2024/2025 season, as Leicester City re-enters the Premier League, the front-of-shirt sponsorship was passed to BC.Game, with King Power continuing as the training kit sponsor for the 2024/2025 season.
Liverpool
AXA (insurance) – front of Liverpool’s training wear
On April 30, 2024, Liverpool FC announced a significant extension of their partnership with AXA, continuing their collaboration as the official global training partner until at least 2029. This extension builds on their partnership initiated in 2018.
AXA, a leading global insurance provider with a workforce of 147,000 employees worldwide, initially joined the Liverpool FC family as the Official Insurance Partner.
The partnership has achieved several key milestones since its inception. Notably, AXA became the Official Training Kit Partner in 2019, a role that saw their branding featured on all training kits for Liverpool’s men’s and women’s teams. In 2020, the partnership deepened with AXA acquiring naming rights to Liverpool’s new state-of-the-art training facility, now known as the AXA Training Centre, located in Kirkby.
Manchester City
Asahi (brewery) – front of Manchester City’s training wear
On July 4, 2023, Manchester City announced a partnership with Asahi Super Dry 0.0%, the non-alcoholic variant of the renowned Asahi brand, as the Official Training Kit Partner for the upcoming season. This partnership expands on the initial collaboration that began in 2022, incorporating the Asahi Super Dry 0.0% logo prominently on the training kits for both the men’s and women’s first teams starting the 2023/24 season.
OKX (cryptocurrency platform) – sleeve of Manchester City’s training wear
On March 4, 2022, Manchester City entered into a strategic alliance with OKX, one of the largest cryptocurrency platforms globally. Initially, OKX partnered with the club as its official cryptocurrency exchange partner. Expanding on their collaboration, by July 11, 2022, OKX advanced to become the official training kit sponsor for both the men’s and women’s first teams for the 2022/2023 season, featuring their logo on the training kits.
Further enhancing their partnership in 2023, OKX’s branding was also incorporated onto the left sleeve of the playing kits for both the men’s and women’s teams. This placement continued on the left sleeve of the first team’s training kits as well. Additionally, OKX’s presence was extended across various digital and physical assets of the club, reinforcing the visibility of the cryptocurrency platform in association with Manchester City.
Manchester United
Tezos (blockchain and Web3 technology) – front of Manchester United’ training wear
On February 10, 2022, Manchester United embarked on a significant partnership with Tezos, renowned for being one of the most robust blockchains globally. This collaboration involves showcasing the Tezos logo on both the men’s and women’s training kits.
This alliance not only spotlights Tezos on the training apparel but also pioneers new blockchain-based initiatives aimed at enhancing fan interactions. Moreover, Tezos commits to supporting the Manchester United Foundation by contributing its cryptocurrency, tez. These funds are earmarked for fostering sports, education, and youth empowerment within the local community.
Newcastle United
At the time the article was published, Newcastle United had not activated the sponsorship inventory on their training kit.
Nottingham Forest
E.On (energy supplier) – front of Nottingham Forest’ training wear
On July 3, 2023, Nottingham Forest elevated its partnership with E.On by announcing the energy giant as its new official training wear sponsor, continuing their collaboration as the club’s official sustainability partner. This partnership, initially formed in 2021, features a concerted effort to advance sustainability initiatives, notably through the creation of a ‘Sustainability Council.’ This council aims to guide Nottingham Forest in adopting renewable energy solutions at The City Ground and integrating energy-efficient technologies at their Academy.
E.On, a leader in the energy sector across the UK and Europe, is deeply embedded in the Nottingham community, employing over 4,000 locals and serving tens of thousands of residential and commercial energy customers.
Southampton
Draper Tools (tools distributor) – front of Southampton’s training wear
On June 28, 2024, Southampton FC announced a new partnership with Draper Tools, designating the company as the official training kit sponsor for both the men’s and women’s teams for the upcoming 2024/25 season. Draper Tools, a local business based in Hampshire, has a long-standing connection with the club, having first collaborated with Southampton 40 years ago. The company returned last season as the club’s official tool partner, marking a continuation of their historic relationship.
Tottenham Hotspur
BetMGM (gambling) – front of Tottenham Hotspur’ training wear
On July 1, 2024, Tottenham Hotspur announced a significant expansion in their partnership with BetMGM. This agreement appoints BetMGM as the official betting partner for both the men’s and women’s teams and as the Official Training Wear Partner for the men’s team. As a result of this partnership, BetMGM’s branding will be featured on the training apparel of the men’s first team across various competitions, including the Premier League, domestic cups, and European tournaments. Additionally, BetMGM’s presence will be evident around Tottenham Hotspur Stadium, with branding on pitchside LED displays and large screens.
This collaboration aims to boost fan interaction with exclusive promotional events and giveaways hosted jointly by Tottenham Hotspur and BetMGM. BetMGM, a key player in the sportsbook sector under the LeoVegas Group, has expanded its market reach into the UK and the Netherlands, aiming to enhance its global brand visibility through this partnership.
West Ham United
Betway (gambling) – front of West Ham United’ training wear
On February 6, 2015, West Ham United and Betway, a prominent online gambling platform, entered into a significant sponsorship arrangement. This deal, the largest in the club’s history to date, saw Betway become the primary sponsor. The sponsorship includes Betway’s logo appearing on both the playing and training kits across all senior teams, along with naming rights to the West Stand at the Boleyn Ground.
The partnership was extended in 2019 to last until the end of the 2025/2026 season. During this extended period, Betway will actively involved in creating fan engagement opportunities. These initiatives include the Betway Academy, the Betway Fan Taxi, and the West Ham Supermarket Sweep, which are designed to enhance the match-day experience and deepen fan interactions, continuing throughout the duration of the agreement.
Wolverhampton
Debet (gambling) – front of Wolverhampton’s training wear
On June 11, 2024, Wolverhampton Wanderers unveiled a groundbreaking sponsorship with Debet, a rapidly growing gaming platform from Southeast Asia. This multi-season partnership, heralded as the most significant in the club’s history, will feature the Debet logo on both the team’s primary jerseys and training kits for the upcoming 2024/25 and 2025/26 seasons.
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