The great Premier League Reset

The Premier League is undergoing the biggest sports sponsorship reset since tobacco left Formula One in 2006. Betting’s exit from the front-of-shirt market has reset pricing, created new entry points and opened the league to a new generation of brands. We explain what is changing and what it means for brands considering Premier League sponsorship.

20 Premier League clubs tracked 12 front-of-shirt changes 2026/27

Independent Premier League sponsorship intelligence.

The Great Premier League Reset

Key Takeaways

Market

  • 12 clubs changed Front-of-Shirt partner
  • 80% of new Front-of-Shirt sponsors are growth organisations

Pricing

  • £3m new Front-of-Shirt entry point
  • 75% lower cost vs equivalent Formula One Principal Partnership

The Great Premier League Reset

Strategic Insights

The Great Premier League Reset

In Their Own Words

  • Case Study 03

    Temporal

    Enterprise Software & AI

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  • Case Study 07

    Marex

    Financial Services

    Read

  • Case Study 08

    Vitality

    Health Insurance

    Read

  • Case Study 09

    indeed

    Recruitment

    Read

  • Case Study 10

    deel

    HR Tech

    Read

  • Case Study 11

    etoro

    Investment Platform

    Read

  • Case Study 12

    SumUp

    Payments Platform

    Read

The Great Premier League Reset

If you're interested in the role the Premier League could play in your growth strategy, we'd be pleased to discuss your objectives, the current Premier League market and whether it represents the right strategic platform for your organisation.

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