visit malaysia football sponsor

Does Visit Malaysia branded on Cardiff City shirts do anything for tourism - Bethan Darwin explores

The club's owner is Malaysian entrepreneur Vincent Tan

• 17:27, 24 SEP 2019
• Updated 17:20, 28 SEP 2019

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Visit Malaysia.

This is what Cardiff City’s owner Vincent Tan has been urging football fans to do from the front of his team’s shirt since 2011.

The Malaysian government’s ministry of tourism contributed a reported £3m when Cardiff City first returned to the Premiership under Tan’s ownership.

The sponsorship was criticised by opposition MP Hee Loy Sian as “wasteful” and not likely to result in sufficient extra tourists visiting Malaysia to make the cost worthwhile.

Tourism Minister Datuk Seri Nazri Aziz responded in a written answer that Premiership broadcasts reached a global audience of 720 million people across 80 media partners.

The Malaysian government did not continue its sponsorship in following seasons but Vincent Tan and his fellow Malaysian, the Sultan of Johor, have kept the logo.

“I’m a Malaysian and I love my country. I would not change the Visit Malaysia logo and even the Sultan of Johor wants us to keep it that way,” Mr Tan said last year.

So do the people of South Wales choose Malaysia as a holiday destination in preference to other long-haul destinations, as a result of repeated invitations to do so emblazoned on the chests of Cardiff City players?

Probably not.

Malaysia’s Ministry of Tourism keeps statistics on tourist arrivals.

These are for the UK as a whole, not broken down by region, and the data published online shows a gentle decline in tourist arrivals from the UK (445,789 in 2014 to 361,335 in 2018).

It is the short-haul market (Singapore, Indonesia, Thailand and Brunei) that makes up the lion’s share of tourist arrivals to Malaysia, accounting for 69.2% of tourist arrivals for the period January to May 2019.

To give this and UK visitor numbers some additional context, there were 10.6 million visitors to Malaysia from Singapore in 2018, 3.2 million from Indonesia and 1.9m from Thailand.

A two-word command on the front of a football jersey to “Visit Malaysia” is not likely to tempt people to incur the financial cost and carbon footprint of the long-haul flight to Malaysia.

However, we “Visited Malaysia” on our family summer holiday this year and if there was room on the Cardiff City shirt this is just some of what it might say:

Visit Malaysia and you’ll get an understanding of how geography determines the future of a country. How being a midway stopping-off point on the trade routes between China and India will attract people from all over - India, China, Portugal, Netherlands and Britain - to compete for ownership, language, culture and religion.

How a colonial history can layer up language and culture over time so that there is a distinction between Straits Chinese, descended from Chinese settlers from the southern provinces who came to Malaysia first and who kept their culture but not their language and speak Peranakan Malay, and later Chinese settlers to Malaysia who retained the language of their home country.

How against all odds everyone will more or less get on in the end so that the clichéd term “melting pot” really does apply to the swirl of different histories and cultures and cuisines to be found in Malaysia.

Visit Malaysia for a warm welcome and to feel the weight of history and the lessons to be learned from the past, like seaside town Sandakan in Borneo, previously British North Borneo.

Visitors come here to visit the orang-utan sanctuary and in the hope of seeing orang-utans and proboscis monkeys in the wild in the Borneo rainforests.

Sandakan is also where Australian and British Prisoners of War captured by the Japanese in the Battle of Singapore in 1942 were shipped and then forced to march to Ranau. Only six Australians out of the 2,345 prisoners survived.

Don’t fancy history or rainforests? Then Visit Malaysia for its sandy beaches, turquoise seas and sunny climate.

It’s reasonably priced, too.

But don’t expect to see anyone wearing a Cardiff City shirt.

We didn’t spot a single one.

• Bethan Darwin is a partner with law firm Thompson Darwin .
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Partners & Sponsors

MALAYSIA AVIATION GROUP BERHAD (MAG) OFFICIAL MAIN PARTNER AND OFFICIAL AIRLINE PARTNER OF FAM AND NATIONAL TEAMS

As part of MAG’s commitment to the development of the National Carrier’s brand by offering the best way to fly to, from and around Malaysia domestically and globally with Malaysia Airlines. Malaysia Airlines has carried our National Teams on memorable journeys inspired by Malaysia’s diverse richness which embodies the incredible diversity of Malaysia through Malaysian Hospitality. MAG’s interest through the partnership with FAM is to facilitate the Malaysian Hospitality with the development of football in Malaysia with FAM.

BANK ISLAM MALAYSIA BERHAD (BIMB) OFFICIAL BANK PARTNER OF HARIMAU MALAYA

Bank Islam has in short space of time shown its commitment to the cause of Harimau Malaya. Via the Bank Islam Team Harimau Visa Debit Card partnership, Bank Islam provides financial services and contributions for the FAM management and development of the National team programmes. FAM is proud to have a strong ally with Bank Islam which will stand steadfast by the National Team through thick and thin.

NIKE SALES (MALAYSIA) SDN. BHD. OFFICIAL SPORTS APPAREL PARTNER OF FAM AND NATIONAL TEAMS

NIKE is the global leader in athletic sports ware and footballing equipment. FAM is honored to have NIKE as our official football attire and equipment provider for Harimau Malaya. NIKE makes sure that our players are kitted out with the latest sports wear technology and equipment so that performance is optimal and the advantage is ours.

TM TECHNOLOGY SERVICES SDN. BHD. OFFICIAL TECHNOLOGY PARTNER OF FAM AND HARIMAU MALAYA

TM has been leading the evolution of the Malaysia's telecommunications technology for a long time towards building Digital Malaysia through technology that empowers communities, businesses and the Government. Now, TM has undergone a transformation towards becoming a Human-Centred Technology Company. This transition will also be applied in the collaboration between TM and FAM, by bringing new experiences to the national team supporters through digital technology as well as communication and content services.

AEON BiG (M) SDN. BHD. OFFICIAL HYPERMARKET PARTNER OF FAM AND HARIMAU MALAYA

AEON BiG through its 21 branches across the country is expected to be able to attract the interest of more football fans to watch all Harimau Malaya matches as this will open more opportunities to further expand and promote the FAM & Harimau Malaya brands nationwide. AEON BiG's involvement in the field of sports aims to promote local sports and build stronger relationships in the community. Through the philosophy "AEON BiG brings BIG CHOICES, with GREAT VALUE. The colour ORANGE signifies friendliness; joyfulness, clear, simple and the best quality in line with their customer’s way of life, this partnership is one proof of AEON BiG's continuous efforts to support sports activities and healthy lifestyles in Malaysia.

F&N BEVERAGES MARKETING SDN. BHD. OFFICIAL ISOTONIC AND MINERAL WATER BEVERAGE PARTNER OF FAM AND NATIONAL TEAMS

100PLUS is another staple name in Malaysian sports industry and has been supporting Malaysian football since the 90’s. All our National Team players are kept hydrated by 100PLUS in training and match days during the National Team call-ups. FAM is proud to have F&N 100PLUS as our Official Isotonic and Mineral Water Beverage Sponsor.

AL-IKHSAN SPORTS SDN. BHD. OFFICIAL MERCHANDISE & SPORTS RETAIL STORE PARTNER OF FAM, HARIMAU MALAYA AND SUPARIMAU

FAM is pleased to collaborate with Al-Ikhsan Sports, where FAM and Al-Ikhsan Sports aims for a common goal. With Al-Ikhsan on board, we aim to bring the Harimau Malaya brand closer to the community around Malaysia as a national identity.

PT BINTANG TOEDJOE (EXTRA JOSS) OFFICIAL ENERGY DRINK PARTNER OF FAM AND HARIMAU MALAYA

Extra Joss offers the EFFECTIVE and AFFORDABLE RECHARGE beverage to increase physical endurance, overcome fatigue, sharpen the senses, & enhance reaction speed with complete ingredients such as 7 Vitamin B, Korean Ginseng, Royal Jelly, Taurine and Caffeine. Through the partnership, Extra Joss has indeed energized the National Team as our Official Energy Drink Partner.

DINAMIKJAYA MOTORS SDN. BHD (KIA) OFFICIAL CAR PARTNER OF FAM AND HARIMAU MALAYA

For over 75 years, KIA has proudly delivered solutions that help people move from one location to another, connecting them with each other, and bridging physical and emotional distance between them. As movement has always been at the heart of KIA’s brand, it remains regardless of the challenges. With KIA’s partnership, it has helped transport the National Team Coaches to their required destination and connecting FAM with our stakeholders.

MYTEKSI SDN. BHD. (GRAB MALAYSIA) OFFICIAL E-HAILING AND FOOD DELIVERY PARTNER FOR FAM AND HARIMAU MALAYA

Every time Harimau Malaya Team competes in the international level, the whole country will stand behind the national team, and Grab also supports the same ideal. Through this collaboration, Grab will ensure that the daily needs of the national football team are perfectly managed, while allowing the team to focus fully on their performance. In addition, this collaboration will enable Grab to make a meaningful contribution to the future of national football, as well as drive success at the global level and celebrate unity through football, together with millions of Malaysians.

ETIKA BEVERAGES SDN. BHD. (WONDA COFFEE) OFFICIAL COFFEE PARTNER OF FAM AND HARIMAU MALAYA

By partnering with Wonda Coffee, we believe that anything can be achieved. Therefore, FAM is very excited to collaborate with Wonda Coffee in the hope of sparking a football revolution in Malaysia and inspiring the nation to continue to achieve our goals. Through joint efforts with Wonda Coffee, we hope to unite Malaysians and strengthen the foundation to enable the Malaysian national football team to compete at the biggest international level.

MARCO WORLDWIDE (M) SDN. BHD. (CATERPILLAR) OFFICIAL WATCH PARTNER FOR THE FAM AND NATIONAL TEAM

To strengthen the FAM and Harimau Malaya brand, FAM is honored to partnering with one of the well known timepiece brand in the world, Caterpillar Watches through their official distributor, Marco Worldwide Sdn. Bhd.

SANCTUARY HEALTH SDN. BHD. (SANCTBAND ACTIVE) OFFICIAL PARTNER OF FAM, SENIOR NATIONAL TEAM TRAINING, COACH EDUCATION AND SPORTS SCIENCE UNIT

Sanctband Active has made its mark by being the manufacturer of the first powder-free and low protein latex resistance training products in the market. With the quality of resistance training products from Sanctband Active, our National Team can improve the quality of exercises and modules through resistance bands in the development of coaching education through the FAM Coach Education Unit and improve rehabilitation through the FAM Medical & Sports Science Unit.

PARAGON VEST SDN. BHD. (KRONOS) OFFICIAL NATIONAL REFEREE APPAREL PARTNER OF FAM REFEREES

KRONOS Malaysia, a global leader in endurance sports, is founded in 1973 at town of Treviso,Montebeluna,Italia speciallized in leather soccer boots for professional soccer players in Italy. When Paragon Vest hold unto the distributorship in 1998 for Malaysia, Paragon Vest vastly spread the brand throughout Singapore, Brunei and Thailand within the next 2 years.Over the years,the brand has expand it's potential into a wide range of sport shoes which include running, badminton, futsal and etc. FAM is proud to have Kronos Malaysia as the Official National Referee Apparel Partner.

NESTLE PRODUCTS SDN. BHD. (MILO MALAYSIA) OFFICIAL CHOCOLATE MALT DRINK PARTNER OF FAM COACH EDUCATION PROGRAM AND SUPARIMAU FOOTBALL & FUTSAL GRASSROOT DEVELOPMENT

MILO had always been a long time partner to Malaysian football. This partnership aims to develop the game through sound footing through coach education and grassroot.

Malaysia Super League signs mega title sponsorship deal

Malaysia telekom commits us$124 million to put name to top tier of club soccer..

The Football Association of Malaysia (FAM), the governing body for soccer in the country, has confirmed an eight-year partnership with telecommunications giant Telekom Malaysia (TM).

Stay up to date with the latest sports business news and insights.

The deal will see TM’s Unifi service become the title sponsor of the top-tier Malaysia Super League, which will become the Unifi Malaysia Super League. The agreement also covers the Malaysia Cup knockout competition, which will now be known as the Unifi Malaysia Cup.

Additionally, TM’s internet television channel will also broadcast two out six Malaysia Super League games on every matchday.   

Goal.com reports that the deal is worth a staggering MYR$480 million (US$124 million), making the contract the biggest in the history of Malaysian sports, according to the FAM.

Sportsfix acquires Malaysian streaming rights to Serie A

The news comes just a week after Football Malaysia Limited Liability Partnership (FMLLP) announced a broadcast deal with OTT platform Iflix, which will livestream the Super League, Malaysia Cup and the M-League. That particular ten-year arrangement is reported to be worth approximately MYR$300 million (US$77 million).

Tunku Ismail Sultan Ibrahim, president of the FAM and chairman of FMLLP, said: “I am very happy with this landmark partnership, which is the biggest in Malaysian sports history, is a testament to TM’s confidence that football and the Malaysian league is a key commercial and unity driver in this country.”

Kevin Ramalingam, chief executive of FMLLP, added: “TM’s long-term commitment is a glowing reflection on the value of Malaysian football and its reach. They have always been a big supporter of football and Malaysian sports in general. We are pleased that Unifi, the country’s household brand name will be fronting this in bringing all Malaysians together to cheer on their favourite teams.’’

Dato’ Sri Shazalli Ramly, managing director and group chief executive of TM, said: “We are excited to continue our collaboration with FMLLP towards the development of the local football scene and to bring more moments of the national football league, now known as Unifi Liga Super Malaysia, to more Malaysians.”

PETALING JAYA:  With a non-broadcaster said to be the favourite to win the bid to sponsor the FA of Malaysia (FAM) for the next five years, the question of who will broadcast M-League matches on television has come up.

However, industry observers and football fans feel this is not something that should be of concern.

Zenith Media and IMG Global Sports are believed to be leading the race against the joint-venture of Astro Malaysia Holdings Bhd and Fox Sports Asia and the conglomerate of Telekom Malaysia Bhd and Media Prima.

Datuk Johnny Mun, president of the 4As feels that Zenith as a media specialist is looking at revenue.

“Hence it would have its technical people working on other things such as broadcasting issues.

“In the spirit of free entrepreneurship, anyone can sponsor football. Football is an open business and as long as it is about promoting the sport, anyone can go in and sponsor,” said Mun.

The Zenith-IMG bid is the highest at RM75 million, followed by Telekom Malaysia Bhd and Media Prima at RM70 million.

Incumbent Astro is putting a bid with Fox at RM50 million.

It currently spends RM30 million a year on sponsorship and RM20 million to air the matches.

Both the proposals include broadcasting rights.

ADOI Magazine regional publisher Harmandar Singh said that FAM does not necessarily have to award the sponsorship deal to a broadcaster because broadcasting will obviously come into play even if a joint-venture company such as Zenith Media and IMG Sports Global win the bid.

“If the conglomerate of Zenith Media and IMG Sports Global wins the bid, then it will go to the broadcasters. It could be Astro or Media Prima. It depends on the offer by Zenith and IMG Sports Global.

“It will be interesting to see what would be the decision of FAM. The ball is in its court now and it will have to evaluate and see which proposal fits the bill,” said Harmandar.

He added that Zenith Media together with IMG Sports Global have the capability to promote football in the country given the fact that Zenith has many clients under its wing and IMG is one of the leading media organisations in the world.

Meanwhile, Malaysia football supporters club “President FAM Sila Letak Jawatan (PFSLJ)”representative Al Fadli Awaludin said fans would prefer to see FAM award the sponsorship deal to a non-broadcaster because it opens up the broadcasting rights.

“This way it will be better for the fans because currently Astro has the exclusive rights but if a non-broadcaster sponsors, it can sell the rights of some matches to Astro, Media Prima and RTM. This way more matches will be aired and broadcasters can also make money.

“Don’t forget that Astro is also a media company and it has been biased when it comes to player interviews and press conferences all this while. So, for a change it would be good to see a non- broadcaster holding the sponsorship rights and selling the broadcasting rights,” Fadli said.

At the same time, he said FAM’s move to award the deal to a non-broadcaster would benefit the fans and the industry as a whole.

However there are also concerns that rights issues may cost the fans.

For example, three months ago Taiwan baseball collapsed due to an almost identical process involving the country’s favourite game.

The Chinese Professional Baseball League (CPBL) accepted the highest offer from rights agency MP & Silva, which failed to secure broadcast deals — and pulled the plug within six months.

Fans were left without any games on television while clubs had to approach television stations the CPBL had earlier snubbed.

This lead to the resignation of CPBL Commissioner Hwang Jenn-tai.

Fears are FAM may find itself in a similar situation which may result in television stations walking away from the league and refusing to deal with an agency.

This article first appeared in The Edge Financial Daily , on November 21, 2014.

Copyright © 1999-2023 The Edge Communications Sdn. Bhd. 199301012242 (266980-X). All rights reserved

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The Travel Brands Sponsoring Champions League Football Teams

Sonia Menken , Skift

August 16th, 2022 at 2:20 AM EDT

The world’s best professional sports tournament has returned and travel brands hope their association with champions will turn into bookings and visits.

Sonia Menken

The world’s most-watched sports league is now underway, and some of travel’s biggest brands are betting their logos on jerseys and around stadium grounds will translate into success off the field.

Europe’s Champions League will see 32 teams criss-cross the continent from August to June before culminating in the final at Istanbul’s Atatürk Olympic Stadium. For at least the last decade more global viewers have tuned in to the final than any other single-day sporting event.

There are many successful marketing strategies, but what makes sponsorship deals special is the “emotional connection,” said CEO of Trivago , Axel Hefer. Trivago sponsors Chelsea , an English team that is playing in the Champions League again this year (it won the final in 2021). 

When a much-adored sports team is the face behind a brand, the fans associate the brand with their beloved players and the team’s values. According to Hefer, “it is ideal that the sponsorship fits the product,” and football overall fits very well with travel.

“The emotions are very similar. You tend to do it with friends, most of the teams are traveling, and it’s all about building new memories.”

A team’s success has a direct relationship with the amount of exposure the sponsoring brand will receive, so the goal is to be associated with one of the larger football clubs. Chelsea is extremely successful, in fact the year Trivago signed the contract, “Chelsea won the Champions League” said Hefer. Despite this, “success is not necessarily that they win three times or lose three times, it is that we really get this emotional bond with their supporters,” he continued. 

Champions League Team Sponsors 2022-23

Not every team has to be Champions League-quality – or even good – to be a smart sponsorship opportunity. Kayak was a sleeve sponsor for Newcastle United during the 2021-2022 season, and their SVP Marketing EMEA & APAC, Per Christiansen, said “the logo helped to connect our brand with sports-loving fans traveling to see the club throughout the season.”

Eyes on the Balls

“The players are like rockstars,” emphasized Asli Pelit, Sports Deals Reporter at Sportico . “So when we are looking at their images or a highlight of a goal they scored, the brand is on top of them and therefore getting a lot of eyeballs on a continuous basis. So, in my opinion, the jersey is the most valuable place to put your brand.”

Trivago’s logo is on Chelsea players’ training kits, which means it is seen “whenever the players are not in an actual match. The team, however, wears the kit during the match, so [head coach Thomas] Tuchel, for example, is seen wearing our kit during the match” said Hefer.

The placement of the logo is really impactful and “they all have different price points,” said Pelit. Separate from the jersey or the kit, brands often aim to get their name on the LED boards around the stadium which is hard for the fans to miss. An even further step is paying for stadium naming rights. The stadium for Manchester City, which is majority owned by an Abu Dhabi investment vehicle, is named for the Etihad flag carrier. The English football club Arsenal, which last qualified for the Champions League in 2015-16, sold stadium naming rights to regional rival Emirates, which also is a jersey sponsor of the much more successful French Ligue 1 Paris Saint-Germain team. 

But with the exception of German teams, stadium naming rights are not as common in Europe. A 2019 study by Duff & Phillips , a financial consultancy firm, said ”it appears that the world’s largest brands seem to underinvest in stadium naming rights compared to other sports in the U.S.”

Teams need the sponsorship money. According to Pelit, “Europe ticket sales really cannot provide the kind of financial needs that big clubs have. A player costs $40 to $100 million, which means that if you want to keep your brand on the team you have to spend a lot of money. Every team needs rich brands to survive in European soccer.” That need for cash drove beleaguered Barcelona to sell stadium naming rights to Spotify in a four-year, $310 million deal.

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Tags: advertising , football , marketing , sports , sports tourism

Photo credit: Real Madrid's Vinicius Junior celebrates scoring their first goal in the 2022 Champions League Final. Molly Darlington / Reuters

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Ten of the biggest airline sponsorships in football

Soccer, or football, is an incredibly lucrative sector the world over and airlines are among those hoping to benefit.

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The lucrative world of football sponsorship goes back decades and includes companies from a vast array of industries, but airlines in particular have come to dominate some of the biggest deals in the sport. The Emirates , Etihad, and Qatar names are almost synonymous with some of the biggest clubs in the world.

A report by GlobalData recently found that the total value of all sponsorship deals between airlines and football-related organisations totalled over $521m, more than five times bigger than the industry’s spending in any other sport. 

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With deals spanning multiple clubs, leagues, and countries, we’ve looked into ten of the biggest airline sponsorship deals in football, by annual value.

10. The Spanish National Team and Iberia: $4m  

While not a direct sponsorship of a football club, Iberia’s sponsorship of the Royal Spanish Football Federation includes the company serving as the official airline of Spain’s national men’s and women’s teams. 

The partnership is a relatively new deal, as the company first became the federation’s official airline in 2018 with a three-year agreement that was then extended in 2022, meaning it will last until at least 2026 with a total value of $26m. 

9. The German National Team and Lufthansa: $4m  

The second sponsorship of a national football team on the list, Lufthansa’s agreement with the German Football Association and its national teams is both the most valuable partnership between an airline and a team local to its home country, and the biggest deal for an airline not based in the Middle East.

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Stemming back to 2005, the airline has extended its sponsorship of the association four times to last until at least 2026, with the latest agreement including marketing rights for the 2024 UEFA European Championship in Germany. 

8. Benfica and Emirates Airlines: $12.5m  

The first entry of many in the top ten for the United Arab Emirates’ flag carrier, Emirates’ sponsorship of Sport Lisboa e Benfica is also the only agreement with a Portuguese club to feature on the list. 

Going back to 2015, the high-profile sponsorship of the Primeira Liga club is currently only set to continue until 2024, but has been extended year by year since 2021, after two initial agreements lasting three years each in 2015 and 2018. 

7. Olympique Lyonnais and Emirates Airlines: $21.7m  

Another Emirates deal in football’s top ten, this five-year sponsorship was announced in 2020 and saw the airline return to France’s Ligue 1 as the shirt sponsor of Olympique Lyonnais, otherwise known as Lyon. 

The sponsorship is worth around $110m across its lifetime and also includes a range of other marketing and ticketing opportunities, such as heavy branding for the airline across Lyon’s Groupama Stadium. 

6. AC Milan and Emirates Airlines: $32m  

Though ranking in the bottom half of the top ten, AC Milan is notable for being the only Italian club to feature on the list thanks to its longstanding relationship with Emirates, which extends back to 2007 when the company first became the club’s official airline. 

This sponsorship was then expanded in 2010 when Emirates replaced betting company Bwin as the Seria A club’s main shirt sponsor in a five-year deal, which has since been extended multiple times in 2014, 2020, and 2022. 

AC Milan’s current agreement with Emirates will bring the relationship over the 20-year mark by continuing until at least 2029 and totals around $185m, bringing the entire value of the partnership to almost $450m over its lifetime. 

5. Atletico Madrid and Riyadh Air: $43.9m  

One of the newest partnerships on the list, Spain’s Atletico Madrid and Saudi Arabia’s newest airline, Riyadh Air, only signed their agreement in August 2023, prematurely terminating the club’s existing shirt sponsorship contract with crypto platform WhaleFin. 

The sponsorship is also particularly notable for the fact that Riyadh Air is actually yet to start commercial operations, with a scheduled start date of 2025, but has already made it into the top ten with its first sports partnership, joining many other airlines from the Middle East. 

Despite being agreed in the nascent stages of the airline’s existence, the sponsorship of the La Liga team is set to continue until at least 2027 with a total value of just over $175m. 

4. Arsenal and Emirates Airlines: $64m  

The longest of many Emirates Airlines sponsorships in football, the company’s shirt and stadium sponsorship deal with Arsenal goes back to 2004 when the two organisations signed an initial eight-year partnership worth over $178m. 

Their agreement was then extended in 2012, 2018, and 2023, with the North London club frequently boasting their partnership as one of the biggest deals in football. 

The most recent deal with Arsenal will see the airline remain the shirt and stadium sponsor for the club until 2028, adding another $320m to the total value of the sponsorship agreement and ensuring one of the Premier League’s longest agreements will continue through most of the decade. 

3. Manchester City and Etihad Airways: $68m  

The biggest deal on the list from the Premier League, Manchester City’s partnership with Etihad Airways is perhaps the first airline sponsorship many would think of in the soccer industry thanks to its wide-spanning reach. 

Etihad first became the shirt sponsor for Manchester City in 2009, before majorly stepping up its partnership in 2011. In a ten-year deal to expand its sponsorship, Etihad Airways gained the naming rights to Manchester City’s stadium and training complex. 

That deal between Etihad Airways and Manchester City has since been extended multiple times up to the 2023-24 season, taking it to over $800m in total value, and is likely to continue in the coming years. 

2. Real Madrid and Emirates Airlines: $68.1m-$70m  

The biggest of many deals for Emirates in the football world, Spanish La Liga club Real Madrid and the airline have a relationship lasting over a decade, with the Emirati flag carrier first signing a $5m a year sponsorship deal in 2011 to become the team’s official airline partner. 

Since then, the official airline deal was renewed for five years in 2013, for $30m a year, before Emirates became the club’s shirt sponsor in 2018 in an agreement that was worth more than $82m a year at the time. 

In a sign of a strengthening partnership, the deal was then extended in 2022 until 2026 and sits alongside Barcelona’s deal with Spotify as the second biggest shirt sponsorship in Europe. 

Additionally, the club’s dealings with the United Arab Emirates also includes a tourism sponsorship agreement with Visit Dubai .

1. Paris Saint-Germain and Qatar Airways: $80m  

Not just the biggest airline sponsorship in football, Qatar Airway’s sponsorship of French club Paris Saint-Germain is also the biggest shirt sponsorship in Europe. 

Since being purchased by the Emir of Qatar and Qatar Sports Investments, the team has had a close relationship with many of the country’s national brands. 

Qatar Airways first got involved with Paris Saint-Germain in 2020 when it announced it would be a premium partner and official airline of the French club, in a deal worth between $5m and $10m a year. 

This partnership was consolidated in 2022, when Qatar Airways became the primary shirt sponsor of Paris Saint-Germain until at least 2027, in a deal potentially worth more than $400m and including a range of other sponsorships – such as fan travel packages through Qatar Airways Holidays and the designation of Hamad International Airport as the Paris Saint-Germain’s official airport. 

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Overview of the 2023/2024 Premier League sponsors

Published July 28, 2023 · Updated October 23, 2023

Who wears what in the 2023/24 English Premier League? Which apparel brands dominate in England’s highest club competition? And are most shirt and sleeve sponsors gambling companies?

Below we answer these questions and more by giving you an overview of the sponsors – kit, shirt and sleeve sponsors – of the 2023/2024 Premier League clubs. We also take a look at the league’s official partners.

NOTE: This article will be updated as new deals are announced.

Kit sponsors: 20 clubs, 8 brands

Eight different clothing brands sponsor the 20 Premier League teams this season. Adidas, Castore, Erreà, Hummel, Macron, Nike, Puma and Umbro are all represented. It is one more brand than during the 2022/23 and 2020/2021 seasons. During the 2021/2022 season there were 10 different kit suppliers, the highest amount during the last five seasons. While there were also eight different kit suppliers in 2019/2020 .

In previous seasons, Adidas or Nike often sponsored the most Premier League sides. However, in 2023/24 the honour is for Umbro. The British brand supplies five teams. Two more than last season. Bournemouth, Brentford and West Ham United already played in Umbro kits at the highest level last year. This season promoted sides Burnley and Luton Town are added to Umbro’s portfolio.

Adidas and Nike each sponsor four 2023/24 Premier League sides

Adidas and Nike each sponsor four teams. For Nike there were no changes compared to last season. The swoosh brand still sponsors Brighton, since 2014, and three of the traditional top six teams with Chelsea, Liverpool and Tottenham.

Adidas’ Premier League portfolio went from five to four teams. Arsenal, Manchester United and Fulham continue to wear the German brand. While Leicester City and Leeds United, who wore the three stripes last season, got relegated. Adidas added Nottingham Forest for the 2023/24 season. Forest made the switch from Macron and is the only Premier League side who has changed kit supplier this season.

Castore in Champions League with Newcastle

Another British brand, Castore, also supplies multiple Premier League sides. The company, founded in 2015, has established multiple major sponsorship deals with clubs across (European) football. Like last season, they supply three Premier League clubs: Newcastle United, who qualified for the Champions League, Aston Villa, who will participate in the Conference League, and Wolves.

Erreà, Hummel, Macron, and Puma complete the list by each sponsoring one team. Erreà sponsors promoted side Sheffield United. Danish brand Hummel supplies Everton, while Crystal Palace plays in Macron kits.

Puma sponsors reigning champions and treble-winners Manchester City since 2019/20. The German brand signed a ten-year partnership with the City Football Group (City’s parent company) worth a reported £650 million .

Brentford kit rollover

In November 2021, Brentford announced they would rollover their 2021/22 kit to the 2022/23 season. A decision financially beneficial for fans . The 2023/24 home kit has a new design and will rollover to the 2024/25 season, while the 2023/24 away kit is the same as during the 2022/23 season.

Fulham’s Adidas deal the longest

Currently, the longest running kit deal is between Adidas and Fulham. The German brand sponsors the Cottagers since 2013. Nike’s deal with Brighton and Hove Albion is the second longest deal with nine years. During this time both clubs also played in the Championship (Fulham, six, and Brighton, four seasons)

West Ham and Manchester United”s kit deals both began in 2015, the third longest kit deals amongst Premier League teams. West Ham partners with Umbro. While United partners with Adidas, who replaced Nike at the time. Before the 2023/24 season, the Red Devils extended their partnership with Adidas until 2035 in a deal worth a minimum of £900 million .

2023/2024 Premier League kit sponsors

Shirt sponsors: eight industries, eight gambling companies.

At the end of September 2023, Chelsea became the last club to announce their 2023/24 shirt sponsor with Infinite Athlete. It increased the total number of Premier League sides with a new principal partner to seven.

Like Nottingham Forest who announced a new shirt sponsor at the end of August, Chelsea encountered challenges finding a replacement for last season’s shirt sponsor Three. A reported deal with Paramount+ fell through because of conflicting interests with Premier League TV rights holders. While the club pulled out of a deal with gambling firm Stake due to fan backlash. The financial rewards will likely be lower than originally aimed for though, with the deal concluded a few weeks into the season and Chelsea not playing European football.

Gambling industry dominates as shirt sponsor

Once again, gambling companies remain a favourite partner for clubs when it comes to shirt sponsorships. Eight out of 20 Premier League clubs feature a gambling company on the front of their shirts this season. That is more or less the same as during the previous five seasons, were the number of teams ranged between eight and ten.

Newcastle United switched from a gambling to a non-gambling sponsor this season. Fun88 got replaced by Sela, a Saudi Arabian company providing recreational experiences. Aston Villa and Burnley made the switch from a non-gambling to a gambling brand this season. Villa partnered with e-commerce platform Cazoo last season and switched to BK8, while Burnley replaced Classic Football Shirts with W88. Last season the logo of W88 was visible on Fulham’s kits, but the London club switched to SBOTOP, a different gambling brand.

Nottingham Forest started both of their last two seasons without a shirt sponsor. Last season they announced non-profit organisation UNHCR as shirt sponsor halfway through the season. This season, gambling firm Kaiyun Sports has become their shirt sponsor three matches into the season.

Gambling shirt sponsors prohibited from 2026/27 onwards

The domination of gambling companies as shirt sponsor will come to an end. The Premier League has announced that clubs have agreed to ‘withdraw gambling sponsorship from the front of their matchday shirts’ from the 2026/27 season onwards. Teams can still partner with gambling companies as sleeve partner or for in-stadium visibility.

At the beginning of August 2023, 13 out of 20 clubs had one or two partnerships with gambling firms. Apart from shirt sponsorships, these covered sleeve, training wear or general deals (mentioned as partner on club website).

Looking at the 2023/24 deals, no traditional top six club has a betting related shirt sponsor. It is mostly the middle and lower table teams who do. To what extend it will impact sponsorship income for these clubs will remain to be seen. In other leagues where the government imposed (all) gambling sponsorships, like La Liga , there was a shift to more financial services companies.

Five sponsors provide financial services

Apart from the gambling industry, the shirt sponsors can be categorised into seven other industries. Five shirt sponsors are active in the financial services industry. While the rest of the shirt sponsors are active in the airline (two), online car retailer, energy, entertainment & hospitality, software, and technology & media (all one) sectors.

At the beginning of August, Arsenal announced an extension of their partnership with Emirates until 2028 . Starting in 2006, it is the longest running shirt sponsorship in the Premier League. In addition to Emirates featuring on the men’s, women’s and academy’s kits, the deal includes naming rights of Arsenal’s stadium.

Luton Town’s partner Utilita donates to foodbank for ever shirt sold

Promoted side and Premier League debutant Luton Town agreed the biggest sponsorship agreement in their history with energy company Utilita. The company already featured on the club’s home shirts last season as one of three sponsors. For every shirt sold, Utilita’s charity will donate £2 to the Luton Foodbank.

2023/2024 Premier League Shirt Sponsors

20% of shirt sponsors have uk hq.

The companies sponsoring the teams come from around the world and often operate on a global scale. Four teams (20%) are sponsored by companies who have their headquarters in the UK, while another three shirt sponsors are also European based. In addition, there are nine companies who have their main office in Asia.

Sleeve sponsors: 19 clubs, 12 industries

So far, 19 clubs have a sleeve sponsor for the 2023/24 season, including 12 new partnerships. The sleeve patch generates anywhere from half a million to 10 million pounds for teams, who are allowed such deals since the 2017/18 season.

Overall the companies entering sleeve sponsorships are diverse and the majority agrees on short-term (e.g. one year) deals. They can be divided into 12 different industries, including the financial services (four), tourism (three), e-commerce, and gambling (all two) industries.

With Crystal Palace and Wolves having a gambling sleeve sponsor, a total of 10 Premier League sides have a gambling logo on their kit (either as shirt or as sleeve sponsor). When the ban on gambling front-of-shirt sponsors comes into effect in 2026/27, more gambling companies will likely feature as sleeve sponsor. Currently, several gambling companies offer a higher financial reward to get the extra visibility as shirt sponsor rather than as sleeve sponsor.

JD switches teams again, but remains visible in the Premier League

Conference League champions West Ham switched from online trading platform Scope Markets to sports retailer JD for the 2023/24 season. With the deal JD ensures they remain visible in the Premier League. During the previous five seasons the British brand brokered a shirt or sleeve sponsorship deal with at least one Premier League side. They were visible on the kits of various clubs during that time, with their logo visible on the sleeves of relegated side Southampton last season.

Kaiyun Sports also switched teams this season. The gambling company was visible on the sleeves of Aston Villa last season, while they are the sleeve partner of Crystal Palace this term. They also became Nottingham Forest’s shirt sponsor at the end of August.

City switches to leading crypto exchange

From the traditional top six, only Chelsea and City have a change in sleeve sponsor. Chelsea is yet to announce a deal, while City’s deal with Nexen Tire ended. The reigning champions partner with crypto exchange OKX from the 2023/24 season onwards. The three-year deal has a rumoured value of £55 million .

Everton announced live streaming service Kick as their new sleeve sponsor, replacing Boxt. Kick is backed by among others, the co-founders of Stake.com, Everton’s main shirt sponsor.

Car retailer platform Cinch is the only brand sponsoring two teams. In addition to featuring as a shirt sponsor of Crystal Palace, the company is also a sleeve sponsor of London rivals Tottenham Hotspur.

2023/2024 Premier League sleeve sponsors

2023/2024 premier league sponsors.

The Premier League lists 10 official partners on their website . However, this does not include their various international and UK broadcast partners. The sponsors/partners have a clear ‘role’. For example, Barclays in the official bank and Nike the official ball. As a result, partners receive exclusivity within their niche. Noticeable is that the Premier League does not list any regional partners (excluding broadcast partners). Several of the other Big Five leagues do.

The Premier League has added one sponsor compared to last year. They added Sorare, a fantasy sports gaming experience and marketplace, as Official Licensee.

The Athletic reports that the deal with Nike, that started in 2000/01, will come to an end in 2025. The Premier League will switch to Puma and will thus use a new match day ball from the 2025/26 season onwards.

2023/2024 Official Premier League partners

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English Premier League legends arrive in Brunei after playing in football extravaganza match in Malaysia

Monday, 29 Apr 2024

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English Premier League former players in a group photo with imagine Sdn Bhd officials. - PHOTO: MUIZ MATDANI / Borneo Bulletin-ANN

BANDAR SERI BEGAWAN (The Star/Borneo Bulletin): The Imagine Football Fiesta is reaching fever pitch as former star players from the English Premier League arriving in the Sultanate on Sunday evening.

The players are those who played in the Battle of the Reds match between Manchester United Legends and Liverpool Legends at the Bukit Jalil Stadium on Saturday (April 27). Liverpool Legends won the match 4-2.

But this the players will represent an English Premier League Legends team for a special match.

Among the players who arrived for the even were former England striker Emile Heskey together with Wes Brown, Dimitar Berbatov, Vladimir Smicer, Patrik Berger, Jermaine Pennant, Luis Garcia and others who had landed at the Brunei International Airport on Sunday.

They were welcomed by Acting CEO of imagine Sdn Bhd Allen On, Managing Director of Top-Bins Event Management Yang Amat Mulia Pengiran Anak Muhammad Abdul Hafiz Muhammad Bey Muntassir, and other officials from imagine Sdn Bhd.

The English Premier League Legends will face Brunei DPMM FC in an exhibition match on Tuesday night (April 30).

Organised by imagine Sdn Bhd with Oceanus Media Global, the event is held in conjunction with Brunei Darussalam’s 40th National Day celebration.

Tags / Keywords: Brunei , Special Match , Brunei Vs EPL legends , football , in conjunction , 40th National Day

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