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Premier League: The Best Football Kit Sponsors of All Time

Will Brown by Will Brown, July 23, 2025

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Since the early 1980s, corporate sponsorship of English Premier League football has been an instrumental element of the sport’s profitability and sponsorship. However, it has also helped to define the aesthetics of our favorite Premier League teams, with new sponsors often bringing redesigned shirts and kits on-field. In this guide, we’ve looked at the best football kit sponsors over the past 45 years, paying special attention to those that remain beloved among long-term soccer fans.

Who Are the Most Famous Premier League Shirt Sponsors?

We consider the most iconic Premier League shirt sponsors to be those that have left a memorable mark on how fans remember the sport. From Manchester United’s long partnership with Sharp Electronics to Manchester City’s continued relationship with Etihad, these deals have had a significant impact on how teams are viewed and even perform.

To get this guide started, we’ve discussed why these partnerships are an important part of the Premier League ecosystem and what they generally entail. From there, we’ve highlighted the eight iconic sponsorships that continue to be celebrated by fans.

Importance of Football Sponsors UK

Football shirt sponsorship in the Premier League works on multiple levels, benefiting both the teams and the partnered companies. Major sponsors will invest substantial revenue into teams so that they can invest in players, improve facilities, and boost visibility and connections among the teams’ communities. The sponsors’ global reach can also help to enhance the team’s visibility in international audiences.

On the flip side, sponsor companies also benefit from their association with such beloved sporting franchises. They can receive coveted stadium advertising and use team logos and names to help shift products. Company executives can also benefit from access to private stadium boxes and star players, which can be leveraged for business purposes.

While in the 80s and 90s many football sponsors UK were based in Britain, now, a vast majority are major international corporations that may simply be looking to boost their brand rather than sell products. These deals can be valued at over $100 million per year, indicating just how important they are to teams.

Sharp and Manchester United

Premier League fans often consider Sharp Electronics among the best football kit sponsors of all time due to its transformative impact on Manchester United’s success. Beginning with a five-year deal in 1982 valued at around $700,000, the relationship endured for 18 years during the height of Man City’s dominance over the league.

The red Sharp logo over United’s traditional red shirt became a symbol that underpinned the steady growth of Man City’s dominance under Sir Alex Ferguson. The kit was worn while the team won multiple league titles, FA Cups, and the 1999 treble which included its Champions League win over Bayern Munich. The deal was highly influential, and paved the way for the huge deals that remain today.

JVC and Arsenal

Similar to the Sharp and United deal, Arsenal’s long-standing partnership with JVC began in 1981 and extended for 18 years. Initially valued at over $200,000 per year, the deal helped to establish an iconic visual identity for Arsenal, with the JV logo placed among the team’s red and white stripes. With the added investment, Arsenal transformed into title contenders.

Under the agreement, Arsenal won league titles in the late 80s under George Graham, with the team also wearing the kit in the 1997–98 season under Arsène Wenger. The shirt was worn by club legends such as Tony Adams, Ian Wright, and Dennis Bergkamp. Despite the sponsorship ending in 1999, the kit is a nostalgic favorite among Arsenal fans and memorabilia collectors.

Etihad and Manchester City

When you bet on the Premier League, you’ll be able to back Manchester City in their long-prized Etihad Airways kit. This is significant, as the Etihad deal is set to be one of the longest-running sponsorships in the league’s history as well as the most valuable. it commenced in 2009 with a 10-year deal valued at around $550 million.

The deal has since been extended until 2031, which could see an additional $650 million in the club’s pocket. The sky-blue kits with the Etihad logo have been worn during City’s ascension to a League powerhouse, having been worn during multiple Premier League title wins, domestic trebles, and the Champions League win in 2023. Some other major impacts of the deal have been the funding of the City’s Etihad Stadium and Etihad Campus training facilities.

Carlsberg and Liverpool

Among the most recognizable and successful Premier League sponsors is that of Carlsberg and Liverpool. The Danish brewing company backed Liverpool in 1992 during the first year of the Premier League, with the deal extending for 18 years until 2010. The red kits with the green Carlsberg logo were worn during the team’s highs, including the 2005 Champions League win in Istanbul.

Undoubtedly one of the best football kit sponsors, the sponsorship has helped Carlsberg’s visibility in the UK and boosted sales, while Liverpool benefits from an estimated $10 million per year in funding. Carlsberg is now deeply integrated into the team’s culture, and while it is not longer the kit sponsor, it remains Liverpool’s official beer sponsor, releasing commemorative cans after the team won its first League title in 2020.

Newcastle Brown Ale and Newcastle United

Newcastle Brown Ale’s partnership with Newcastle United may have been short-lived by the standards set by other sponsors on this list, but its enduring impact is testament to its quality. The local brewery’s association with their hometown club ran between 1995 and 2000, with the Brown Ale logo centered on the team’s black-and-white striped shirts during their memorable 95-96 campaign.

During the season, Newcastle led most of the season until finishing second against United. The hometown association was seen as a symbol of Geordi pride that resonated with the club’s fanbase due to the authenticity of the Premier League shirt sponsors’ partnership. Newcastle’s exciting play during this period earned them global attention, and after the brewery was sold in 2000, it marked the end of an era.

Holsten and Tottenham Hotspur

One of the longest running football sponsors UK, German brewery Holsten’s partnered with Tottenham Hotspur ran between 1983 and 2002. The sponsorship years are marked by Tottenham’s glory years in the 1980s, with an unofficial partnership in 1981 and 1982 seeing the logo worn during the Spurs’ FA Cup victories of those years. The Holsten brand over Tottenham’s white shirts are still considered by fans to be the team’s definitive look.

One of the reasons that the partnership is so respected among fans is that Holsten remained a consistent presence during the Spurs’ financially challenging periods. Its association also benefited Holsten by establishing brand loyalty in London and beyond. The legacy of the partnership is undeniable, with several of the team’s players becoming soccer legends throughout the nearly two decades of affiliation.

O2 and Arsenal

Arsenal’s partnership with O2 began in 2002 and marked a league first by bringing a telecommunications company into the league’s backers. The deal began with a four-year partnership valued at around $13 million and was extended multiple times until finally concluding in 2012. This period was marked by huge successes for the team, including the 2002-2003 Invincibles season.

At the time, it was considered to be the most cost-effective partnership in the league, with O2 benefiting from exclusive rights to match highlights, goal text alerts, and post-match commentary. This partnership revolutionized how Premier League sponsorships worked by harnessing technology to connect with fans. The O2 logo integrated seamlessly with Arsenal’s red-and-white shirts, providing a sleek yet subtle brand association that has rendered the team’s shirts of the era highly coveted.

Samsung and Chelsea

The last but not least of the best football shirt sponsors, Samsung’s partnership with Chelsea is remembered for being groundbreaking for its staggering price. Spanning between 2005 and 2015, the deal started with a then-staggering $65 million contract that would eventually increase to over $20 million per year.

The deal took place over Chelsea’s golden era, when the team won multiple Premier League, Champions League, and FA Cup titles. Samsung’s bold logo over Chelsea’s blue shirts eventually evolved to include product marketing, opening mutually beneficial avenues for both sponsor and team. The financial security afforded to Chelsea during this period undoubtedly helped them to remain dominant, proving the power of considered kit sponsorships.

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