The Premier League’s Busy Summer

The Premier League is back! After eight weeks of transfer speculation, player negotiations, and record-breaking moves, the summer is over, and attention turns back to the pitch.

But the 20 Premier League sides have not just been sealing deals in the transfer window during the off-season.

We’ve looked back at some of the summer’s most significant partnerships…

Manchester United agreed £900m extension with adidas, making it the most valuable kit deal in Premier League history.

The new deal specifies failure to play in the Champions League for two consecutive seasons would reduce its amount by 30%. 

Richard Arnold, Chief Executive Officer at Manchester United, called the relationship “one of the most iconic in world sport”. 

Last year’s runners up Arsenal extended its partnership with Emirates in what becomes the longest running front-of-shirt sponsorship in Premier League history.

The 17-year partnership will now run until at least 2028, as the Gunners make a long-awaited return to the Champions League.

Fresh from survival in last season’s relegation battle, Everton signed a shirt sleeve sponsorship agreement with online streaming platform KICK for the 2023/23 season.

The agreement also spans across the Everton woman and Everton Under-21s team. 

Along with a midfield rebuild, Liverpool agreed a multi-year partnership with Peloton over the summer.

The deal included both the men’s and the women’s team and saw Peloton become the club’s first ever digital partner. 

Sandro Tonali is not the only new face at St.James Park. Newcastle United also signed Johnathon Kane as the clubs new Director of Partnerships.

Kane is “looking forward” to working closely with the club’s Chief Commercial Officer, Peter Silverstone to “drive ambitious commercial growth plans”. 

Vincent Kompany’s Burnley announced online sports betting and casino operator W88 as its official shirt sponsor for the 2023/24 football season.

The news of W88’s sponsorship comes despite the Premier League teams deciding to remove gambling sponsorship on the front of their match day shirts following the end of the 2025/2026 season. 

Chelsea’s summer has been full of outgoings in the first-team, but the club did agree a multi- year partnership with online trading and investment services provider TMGM.

The Asia-Pacific regional partnership is set to ‘create activations that drive brand awareness and understanding of TMGM as an FX provider, while delivering exclusive content, events and experiences for TMGM clients and Chelsea fans.’ 

Newly promoted Luton Town has partnered with Utilita in a club-record deal.

The agreement will see Utilita’s charity arm Utilita Giving donate £2 of every Hatters shirt sold this season to local charities, including Luton Foodbank, as well as being their front-of- shirt sponsors.

Tottenham Hotspur may be losing Harry Kane but have gained a new partnership with Shutterstock.

The deal will enable Shutterstock to further reach into the world of sport while enabling it to share content from the Premier League club to its global fanbase. 

Fulham punched above their weight last year and now signed a record-breaking sponsorship with online bookmaker SBOTOP for the upcoming 2023/24 season.

The news of SBOTOP’s sponsorship comes despite the Premier Leagues decision to remove gambling from match day shirts following the end of the 2025/26 season.