Insight Series

Growth Brands Are Driving the Reset

80% of new Premier League front-of-shirt sponsors are growth organisations.

Established businesses

Recruitment, Insurance

  • Brentford Indeed
  • AFC Bournemouth Vitality

Growth organisations

AI infrastructure, Data infrastructure, B2B enterprise SaaS,
Digital bank, Trading platform, Hydration products, Tourism

  • Aston Villa Visit Rwanda
  • CHELSEA CIRCLE
  • Crystal Palace Temporal
  • Everton CMC Markets
  • Fulham ClickHouse
  • Newcastle United Knox Hydrate
  • Forest Marex

The composition of the Premier League sponsorship market is changing.

80% of new sponsors are growth organisations, spanning newer spending sectors including AI infrastructure, data infrastructure, and B2B enterprise SaaS, alongside more established spending sectors such as Fintech and consumer technology.

Despite operating across different sectors, many of these organisations share a common commercial approach. Sponsorship is increasingly being used to support wider strategic business objectives rather than simply increasing brand awareness.