Date: 28th February 2020 at 9:38am
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Premier League clubs are now in a better financial position compared to a decade ago, with the enormous sponsorship deals signed in the last couple of years. The Big Six clubs are the primary benefactors, with some sides earning up to £10 million per year from gambling partnerships.

But why do companies pay so much money to partner with premier league clubs. Sure, it’s the most popular league in the world. But there’s more.

A Win-Win Partnership

Cooperate brands are aware of the influence football has to people, hence why they seize the opportunity by sponsoring top football clubs. The notion is this type of sponsorship benefits both parties. The belief, to some extent, is true.

Despite that, the UK government is still adamant on plans to stifle gambling partnerships with local sports. The government has plans underway to review gambling legislation in place, but it faces a complication in that clubs have the right on how they plan to accrue revenues.

Bestbettingsites.uk reports new EPL chief Richard Masters agree there’s a need to regulate gambling sponsorships. However, he also believes preventing clubs from partnering with betting operators is not a solution.

He also clarified that the Premier League doesn’t have partnerships with gambling companies. It’s clubs that have these deals, so it will remain neutral in the matter.

Opportunities Galore

Sports marketing, through sponsorships, offer a good opportunity for brands to reach a global audience. Successively, at the Barclay’s Premier League’s in 2014-2015, Barclays hit a record of £191 income out of shirt sponsorship. 79% of this was attributed to the big six; Manchester United, Manchester City, Liverpool, Chelsea, Tottenham Hotspur, and Arsenal.

From these statistics, there are definitely no reasons not to take affirmative action to sponsorship. One can almost relate the issue at hand with that of VAR. The tool has brought frustration to players, managers, and even supporters in previous seasons.

However, the tool is here to stay only that we should expect a few improvements in the upcoming seasons. 94% of keynote matches decisions made using VAR are correct. The slight mistakes made by VAR should be corrected by the assistant referees.

Further to this, it is almost impossible to do away with VAR in football, which explains why it is hard to put to end sports sponsorship. To understand why the premier league should take a firmer approach to sponsorship, it would be wise to understand to what extent has sports sponsorship taken roots.

Facing the Problem

To effectively get an answer to these questions, one has to have an idea of who wears what during the league, the dominant brands in Premier League pitches, and whether most shirts and sleeves are sponsored by renowned companies.

True football fans would find it easy to get through this, bearing in mind that they see these brands on every Premier League pitch. The sponsors keep on changing, but over the last seasons, Nike, Puma, New Balance, Sportpesa, and Betway have been among the leading brands sponsoring the league.

In 2018/2019, betting companies dominated the industry and brought a whole new look. Adidas is a renowned kit supplier for six different teams. Manchester United, Leicester City, Wolver Hampton Wanderers, and Watford.

Other common brands you won’t miss out in a premier league match include Puma and New balance. Umbro is also at the top of the list sponsoring four teams; Everton, West Ham United, Bournemouth, and Burnley.

Sports marketing is expensive. Ever taken time to wonder why companies are comfortable spending much sponsoring Premier League and why football clubs allow being associated with betting companies despite betting being addictive? There are two sides to this, but we will focus on the bright side.

How Products or Services Benefit

Associating a brand with a sport reaps huge benefits.  Premier leagues connect fans globally, and it is a continuous advertising opportunity. Every year fans anticipate Premier Leagues and hoping their favorite teams will emerge top.

Premier Leagues occur at different times of the year, but you can be sure there will be a season next year and years after. Top brands take advantage of this to keep updating their customers on new products and services. Sounds like a good opportunity, right? If you own a cooperate brand, it would be wise to start looking for a team to sponsor today.

Additionally, fans offer an extended network to family and friends. Fans have t-shirts bearing the same advertisements as their favorite football clubs. As long as a Liverpool fan has the jersey on, it is impossible not to notice the Standard Chattered theme even from a distance.

If you are looking to open a bank account and you come across this, you start considering this option. Fan base also tends to provide easy market segmentation. No wonder the recent influx of betting companies sponsoring football clubs! Most people who bet on sports are football fans making them an easy target.  The betting companies understand fans are loyal and extend their loyalty to team sponsors.

What is in for the Clubs?

Running overheads is not easy, and for a club to service, it requires funds. In addition to the funds, there should be additional reserves. Most club owners are wealthy, and sponsors mainly help cater to overheads. Players need training tools, sports kits, remuneration, among other things.

Such is easily catered for through sponsorship; no wonder they gladly accept to portray the brands. By the end of the day, both parties win. Sponsorship in the premier league has become a controversial issue as we approach this year’s season. There are so many views and opinions on the same, but according to Richard Master, we should not expect any changes in the approaching season.

The premier league is not against betting sponsors unless expected laws state otherwise.  Sponsorship is a win-win situation for both parties. Sponsors and football clubs form partnerships to tighten the bonds for reasons. In the end, it is certain that football sponsorship is here to stay.