InsightX Reveals Latest Premier League Sponsorship Review
InsightX, the leading provider of expert social media and due diligence analysis, has released the third edition of its Premier League Sponsorship Review.
The comprehensive report provides a perception and risk analysis of Premier League clubs’ shirt sponsorships, covering the period from 1st June 2023 to 1st June 2024.
The annual report highlights significant changes, fan reactions, and risk assessments in the world of football sponsorships, presenting key sponsorship news, club’s sponsorship performance, impact of sponsorship on club brand, social media perception, reputational risk of the deal and a look ahead to 2024/25.
KEY HIGHLIGHTS
Reputational risk rankings
InsightX’s due diligence risk analysis placed sponsorships into Low, Medium, and High risk categories. Manchester United was the only club representing a ‘Low’ risk for reputation. Conversely, seven clubs’ partners were classified as ‘High’ risk, reflecting ongoing concerns about the ethical implications of some sponsorship deals.
Short-term sponsorships amid gambling ban
Aston Villa, Fulham, and Nottingham Forest secured short-term partnerships with gambling companies ahead of the Premier League’s voluntary ban on front-of-shirt gambling sponsorships set to commence in the 2026/2027 season.
Positive fan engagement with high-risk sponsors
Arsenal, Liverpool, and Manchester City extended their sponsorship deals with Emirates, Standard Chartered, and Etihad Airways, respectively. Despite each sponsor receiving a ‘High’ Reputation Risk Rating, fan engagement was largely positive due to long-term relationships and impactful community initiatives.
Promoted clubs reject gambling sponsors
Luton Town and Sheffield United made headlines by refusing lucrative gambling sponsorships, sticking to their principles despite relative financial losses. Luton Town’s CEO reiterated the club’s stance, viewing the voluntary ban on gambling sponsorships as an “investment in culture”, while Sheffield United sought a more family-friendly sponsor.
Ivan Toney’s ban sparks controversy
The eight-month ban of Ivan Toney for breaching FA betting rules ignited outrage among fans and gambling awareness charities. The hypocrisy of players promoting gambling brands while facing penalties for betting was highlighted, drawing attention to the pervasive influence of gambling in football.
Most discussed sponsorships on social media
Manchester City topped the list with 271,400 mentions, followed by Chelsea (100,300) and Liverpool (80,500). The analysis revealed a significant increase in online conversations around sponsorships, with fan engagement driven by interactive content and social media initiatives.
LOOKING AHEAD
As the Premier League moves towards the voluntary ban on front-of-shirt gambling sponsors in 2026, clubs are navigating the balance between lucrative short-term deals and reputational risks. However, in the 2024-25 season, eleven Premier League clubs will feature a front-of-shirt gambling sponsor, a record which has been called “desperate” by gambling-harms awareness charities.
The full Premier League Sponsorship Review can be downloaded here.
