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The Business of
The English Premier League 2023-24
GDUKSPC112403

August 2023
Sponsorship Landscape – League Partners

Lead Partner Official Bank Partner Official Beer Partner

Number of Partners
10

Official Engine Oil Partner Official Timekeeper Official Ball Supplier

Year-on-Year Changes to Number of Deals:
+ One

Annual Sponsorship Revenue:

$x million

Year-on-Year Changes to Revenue:

+$x million
Official Cloud Partner Official Licensee Official Licensee Official Licensee

New Partners for 2023-24:

Soare

2
 2023-24 Premier League Shirt Sponsors – Betting Brand Partnerships

The rise of betting brand partnerships in English soccer has become a serious issue. In the current climate, there has been a real push for society to address issues that could be deemed insensitive. Sports sponsorship
has come a long way from the days when Formula One cars would drive around circuits sporting tobacco labels. Soccer only recently truly addressed the potential issues of being shown to support alcoholic beverage
brands and that is now an industry that is not seen, at least in English professional soccer. This list of taboo industries and sectors is continuing to evolve, meaning soccer clubs are having to be even more diligent in their
research in finding a new major partner. Shirt sponsorship in soccer is no longer seen as just slapping a badge on a shirt, the partnership affiliation runs deeper and is heavily incorporated into the image of the club.

Why is the industry taboo? Gambling addiction is a real issue universally seen across the world and sport is one of the biggest entry routes for gamblers to become engaged with. A UK government review estimates that
0.5 per cent of the adult population has a problem with gambling, with 3.8 per cent said to be gambling at at-risk levels [5]. The issues facing many of these affected gamblers are life-altering, with serious losses
amounted. Betting brands being plastered on top-level sporting kit means that more people are aware of the opportunities for bet and are therefore more likely to fall into the issues associated with gambling. Away
from the issues around gambling addiction, there is also the negative affects that the mass exposure these sponsorship deals afford a brand, when it comes to children. It builds the awareness of the industry much
sooner in full and semi-conscious thoughts of children watching. Though betting is restricted to Over 18’s, the reality is, especially with online betting, that access is not 100 per cent restrictive. Under 18’s can easily lie
about their age and gain access to a site and fall into the world of betting.

Why are betting brands investing in the market? For betting brands, the appeal of the sports sponsorship in the likes of the Premier League is obvious, with a strong sense of synergy felt on the brand side, in the sense
that global sport is one of the biggest and most popular forms of betting. Brands are able to offer copious amounts of different bets per match, meaning that soccer fans are a primary consumer to target. Betting
partnerships are common throughout global sport and are signed at all, various different levels of partnership. With so much potential custom in the world of soccer it behoves betting brands to build a link to the
biggest fan groups possible. The worldwide appeal of the Premier League means that betting brands are not just promoting their services in the UK but around the world. The global coverage of the Premier League is
also why you see so many foreign betting brands signing up to Premier League clubs. They re not targeting English fans per say, rather targeting their local markets, where sponsorship opportunities are either only on a
smaller scale or much more prohibited (especially in the Asian market).

So why do clubs sign with betting brand partners? The most simple answer to this is that there is more money being offered. The taboo nature of the industry is exactly why betting brands are forced to pay out above
the typical market rate. For smaller clubs especially, there is a need to drive home as much revenue as possible from its biggest sponsorship inventory and front-of-shirt rights are one of if not the biggest source of
income available, which benefits their bottom line. The greater value offered by these brands means that it is difficult for smaller Premier League (as an example) to turn it down. For the biggest teams likes Manchester
United, the value of their rights are that high anyway, that betting brands struggle to compete and there is less real need for teams to accept the controversial sponsor, given the millions on offer from elsewhere.

What are the rule changes around betting partnerships? Calls to ban major betting brand sponsorship deals in sport has been growing in recent years but the Premier League and its clubs only announced regulatory
changes in April 2023. These rules prohibit teams from selling front-of-shirt rights to betting brands from the start of the 2026-27 season. The change is far from imminent and this is why clubs are still aligned with these
type of brands, looking to maximise their profits from the industry until then. In many ways, the new ban does not go far enough, with gaps there to be inevitably exploited, with betting brand partnerships still expected
to be permitted in other sponsorship categories such as exposed branding sleeve partners.

One of the most unbelievable realities of the 2023-24 season related to the betting industry surrounds Brentford’s ongoing partnership with South African betting brand, Hollywood Bets. Towards the back end of the
2022-23 season, Brentford’s top goal scorer and England international, Ivan Toney was handed an eight-month ban from the sport following breaches to the FA’s betting rules. The 27-year old striker admitted to 232
breaches of these rules and will be banned until 16 January 2024. Despite Brentford losing the services of one of their biggest assets for the start of the Premier League season in 2023-24, the club have retained the
Hollywood Bets logo on their playing kits for the new season, maintaining the partnership which is not set to run out until 2025. It means Ivan Toney will return to the team, donning a betting brand on his shirt, serving
as an indirect advocate of the industry.

Source [5] – Gov.uk 3

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