Insight Series

Choosing the Right Sponsorship Model

There is no single “best” Premier League sponsorship model. The right choice depends on the commercial outcomes your organisation is trying to achieve.

  • Multi-club

    Premier League lion crest on a glass shield, representing a league-wide partnership across multiple clubs

    League-wide association

    Established route to category leadership through co-ordinated club aggregation.

  • Matchday sleeve

    Side view of a white matchday shirt with the partner logo placed on the sleeve

    Premium club association

    Established route to premium club association at material discount to Front-of-Shirt.

  • Front-of-Shirt

    White matchday shirt with the partner logo across the chest

    Flagship Premier League platform

    Leverage across every Premier League touchpoint. Your brand at the heart of the narrative

  • Training wear

    Purple training top with the partner logo across the chest

    Club association

    Emerging model with strong exposure across sports media and club-owned channels.

  • Training wear sleeve

    Side view of a purple training top with the partner logo placed on the sleeve

    Club uniform entry point

    Training wear sleeve provides a low-cost route into club kit.

All packages include extensive rights to activate your business including IP, branding, content, hospitality.

Whilst Front-of-Shirt partnerships remain the Premier League's flagship asset, they are not always the most effective solution. The right sponsorship model depends entirely on the commercial objectives an organisation is trying to achieve.

Each sponsorship model offers a distinct strategic advantage. Co-ordinated multi-club category partnerships provide league-wide scale, category leadership and high-frequency activation.

Sleeve partnerships have become an established route into the Premier League's biggest clubs, offering a premium rights package at a significantly lower level of investment than Front-of-Shirt.

The Training Wear partnership model is more embryonic but offers organisation strong performance positioning, content creation benefits and year-round digital activation vs. core fans.