The Biggest Sponsors of Football Teams in 2024

The landscape of football sponsorship in 2024 reflects an intricate mix of longstanding relationships and new pivotal deals that continue to shape the financial backbone of the sport. Unlike previous seasons where sportswear giants like Adidas and Nike dominated the market, the British brand Umbro has taken a significant lead in the Premier League by sponsoring five teams. This shift indicates a changing pattern in which companies align with football clubs, underpinning the importance of sponsorship in football economics.

Brightly lit stadium with giant banners of corporate logos adorning the walls, as players in team uniforms pose with their sponsors' products

The magnitude of sponsorships varies greatly, with elite clubs attracting some of the most lucrative deals due to their expansive global followings. Real Madrid, Barcelona, and Manchester United stand out for their high-profile sponsorships, which serve as a testament to the immense value these clubs represent to sponsors. Alongside shirt sponsorships, leagues and competitions such as the UEFA Europa League and UEFA National Team Football have garnered affiliations with different sponsors, illustrating the reach and influence of football beyond club-level engagements.

Key Takeaways

  • Umbro has surpassed other sportswear brands in sponsoring Premier League teams in 2024.
  • The most elite clubs attract the highest sponsorship deals, highlighting their global influence.
  • Sponsorship deals extend beyond clubs, impacting international competitions and leagues.

Overview of Football Sponsorship

The landscape of football sponsorships in 2024 remains a testament to the sport’s global allure. Football clubs continue to benefit from a diversification of revenue streams, with sponsorships playing a pivotal role. Official sponsors range from multinational corporations to regional businesses, all eager to affiliate with the sport’s vast viewership.

Football Clubs and Their Sponsors
The dynamic between football clubs and their sponsors is a mutually beneficial one. For sponsors, the global reach of football offers a platform to market their products and services to a diverse audience. Clubs, on the other hand, secure significant financial backing, which can be instrumental in squad development, stadium improvements, and community projects.

Evolving Sponsorship Deals
Sponsorship deals have evolved into sophisticated partnerships where sponsors are often termed ‘global partners’. These relationships extend beyond mere logo placement, encompassing digital campaigns, joint initiatives and community outreach programmes. The term ‘official sponsor’ denotes a higher level of exclusivity and investment; these are typically industry-leading companies.

Umbro’s Role
In the 2023/24 season, British brand Umbro underscores its commitment to the sport by sponsoring five Premier League teams. This marks an increase from previous seasons, reflecting Umbro’s ambition to deepen its ties with football.

The trend of sponsorship in football shows no sign of abating, with clubs and their global partners developing ever more creative and integrated collaborations. The continued investment by both new and long-standing sponsors is a clear indicator of football’s enduring popularity and its capability to connect with fans around the world.

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Top Global Sponsors in 2024

The landscape of football sponsorship in 2024 is dominated by major brands providing substantial support to their partner clubs. These sponsors significantly impact the financial stability and global reach of football teams.


Adidas continues to be a premier kit provider, with a long-standing tradition of partnering with football clubs and national teams. The brand is synonymously linked with some of the most iconic jerseys in the sport’s history.


Emirates airline maintains its prominence in football, known for its shirt sponsorships with several top clubs. Their logo has become a familiar sight on the kits of globally recognised teams, extending their brand reach through the football community.


Nike has firmly established itself on football pitches around the world, sponsoring an extensive array of teams. Nike provides not only kits but also boots and other football gear, immensely contributing to the sport’s marketability.


The German multinational corporation Puma has expanded its footprint in football, aligning itself with multiple clubs. These partnerships reflect Puma’s commitment to the sport and bolster the brand’s visibility.

Etihad Airways

Etihad Airways engages in high-profile football sponsorships, including sizeable shirt sponsorship deals. Their association with football establishes the airline as a key supporter of the sport’s international influence.


The American automotive giant Chevrolet has left its mark on football through significant shirt sponsorships. Chevrolet’s involvement in football sponsorship demonstrates the diverse sectors interested in the sport’s global appeal.

These sponsors ensure football teams not only stay financially crisp but also help in connecting with fans across borders, cementing football’s position as a global game deeply intertwined with commercial partnerships.

Premier Football Competitions and Sponsorship Deals

Top football teams in 2024 display sponsor logos on jerseys and around stadiums, showcasing lucrative sponsorship deals

Football’s bustling ecosystem is significantly influenced by its symbiotic relationship with corporate sponsorships. These alliances are vital for the fiscal health of leagues and clubs, reflecting on their global appeal and marketability.

UEFA Champions League

The UEFA Champions League represents the pinnacle of European club football, with top-tier sponsorships to match its prestige. Leading brands ally with the Champions League, drawing unparalleled global viewership and engagement. Current sponsors include household names like Heineken, Mastercard, and PlayStation, demonstrating the elite nature of these partnerships.

English Premier League

In the English Premier League, shirt sponsorship deals have escalated, signifying its dominance in attracting sponsorship revenue. The 2023/24 season saw the entry of Castore and Erreà as kit providers joining stalwarts such as Adidas and Nike. Shirt sponsorships boast impressive figures, with some agreements surpassing £50 million annually, solidifying the Premier League’s status as a commercial juggernaut.

German Bundesliga

Germany’s Bundesliga sustains an enviable reputation for fiscal prudence, buttressed by strategic sponsorships. Bayern Munich’s deal, valued at €50 million, is a testament to the Bundesliga’s commercial prowess. It not only encapsulates the club’s domestic dominance but also their international commercial appeal.

Ligue 1

Ligue 1 in France continues to cultivate strategic partnerships, navigating the landscape to synergise footballing passion and commercial stability. While specific sponsorship amounts are less publicised than other leagues, the presence of global brands sponsoring shirts indicates a thriving sponsorship market, integral to the league’s growth.

Club-Level Sponsorships

Within the realm of football, club-level sponsorships are paramount, often providing substantial financial support through shirt and kit sponsorship deals. These partnerships garner international attention and are a fundamental part of a club’s revenue stream.

Manchester United

Manchester United’s principal shirt sponsor for the 2024 season continues to be Chevrolet, with a deal that has been instrumental in bolstering the club’s finances. The iconic Chevrolet logo is prominently featured on the front of the team’s shirts, symbolising one of the most lucrative shirt sponsorship deals in football.


Arsenal has maintained a longstanding relationship with Emirates as their main shirt sponsor. The partnership is highlighted by the airline’s logo across their matchday and training kits. Emirates also holds the naming rights to Arsenal’s stadium, reinforcing a tight-knit sponsorship bond.

Real Madrid

Real Madrid, known for securing top-tier sponsorships, is adorned with Emirates’ logo on their shirts. This sponsorship deal ranks amongst the highest in value, ensuring that the club remains at the forefront of football’s financial elite.

FC Barcelona

The main shirt sponsor for FC Barcelona is Rakuten, a Japanese electronic commerce and online retailing company that has become synonymous with the club. The contract facilitates a strong alliance, providing Barcelona with significant financial backing.

Paris Saint-Germain

Paris Saint-Germain, widely recognised for their high-profile signings, are backed by Accor’s ALL (Accor Live Limitless) as their primary shirt sponsor. The partnership exemplifies a blend of football with luxury and lifestyle, reflecting both the team’s and sponsor’s aspirations.


Juventus’ kit features the logo of Jeep, the automotive brand that has been their primary shirt sponsor for several seasons. The agreement with Jeep has proven to be highly beneficial, reflecting a mutual commitment towards excellence and ambition.

These sponsorships underscore the profound impact that commercial partnerships have on the sport’s economic environment, where brands such as Chevrolet, Emirates, Rakuten, and Jeep play pivotal roles in shaping the financial landscapes of some of Europe’s most prominent football clubs.

Impact of Sponsorships on Clubs’ Revenues

Football clubs witness a significant revenue influx through their sponsorship deals. Traditionally, these sponsorships materialise most visibly in the form of brand logos on team jerseys and advertising in stadiums. In the 2023/24 season, the football landscape has seen a diverse array of companies, especially from the financial services sector, entering into lucrative partnerships with clubs.

The economic landscape has football teams aligning with sponsors that promise monetary prosperity and strategic brand elevation. Sponsorship deals are not mere branding exercises but are comprehensive financial agreements that contribute sizably to a club’s overall fiscal health.

Revenues generated from these sponsorships are utilised in several ways:

  • Player acquisitions and wages: Attracting top talent requires considerable financial outlay.
  • Facility upgrades: Investing in training grounds and stadium improvements enhances the club’s infrastructure.
  • Youth development: Sustaining an academy system to nurture future talent.

Here is a representation of how sponsorship impacts club revenues:

Revenue SourceDescription
Title SponsorA top-tier sponsor typically featured on kits, generating the highest revenue.
Technical SponsorsPartners providing sporting goods, predominantly kits; terms are often lucrative.
Secondary SponsorsBrands visible within the stadium or associated with the club on a secondary level.

Financial services firms have recognised the extensive reach football clubs wield. Their presence as sponsors is mutually beneficial; it amplifies their brand while solidifying a club’s financial stature. The inflow of money from such deals is undeniable, with top clubs securing contracts that are pivotal to their revenue models. These sponsorships serve as a financial lifeline, particularly in a season not plagued by audience restrictions, unlike during the heights of the pandemic.

Sports Apparel and Equipment Sponsors

The landscape of sports apparel and equipment sponsorship in football has seen the engagement of both established and emerging brands in the industry. They are key players in shaping the financial might and visual identity of clubs.


Castore has cemented itself as a burgeoning force within the kit supplier echelon. This brand focuses on premium quality and innovative materials, appealing to clubs looking for bespoke kit deals.


Italian brand Macron often aligns with teams that prefer a tailored partnership, distinguished by custom design and attention to detail. Their expansion is reflected in the number of clubs adopting Macron as their official kit supplier.


Umbro, the British heritage brand, currently outfits five Premier League teams. With its long-standing association with football, Umbro combines classic designs with modern kit technology.


Hummel, a Danish sports brand known for its distinctive chevron logo, prioritises sustainability and unique design in their partnerships with football clubs. They support teams who share their ethos of community and social responsibility.

Each brand brings its distinctive approach to sponsorship deals, providing teams with not just financial backing but also a strong visual and ethical identity.

Non-Sporting Brands and Football Sponsorship

In the realm of football, teams often secure lucrative sponsorship deals with non-sporting brands, diversifying their partnerships and revenue streams. These sponsors come from various sectors, including telecommunications, automotive, airlines, and FMCG, underscoring the universal appeal of football.


Telekom continues to be a prominent name across football sponsorships. They are particularly known for their longstanding relationship with FC Bayern München, featuring prominently on the club’s kits and advertising materials.


Jeep, a subsidiary of Stellantis, extends its adventurous brand image to the football field. Through its sponsorship deal with Juventus, Jeep’s name adorns one of the most iconic shirts in Serie A, reinforcing its global recognition.

Emirates Airlines

Emirates Airlines has a substantial presence in football sponsorship. They maintain significant partnerships, such as with Arsenal FC, showcasing their logo on kits and having the naming rights to the Emirates Stadium.


In a similar vein, T-Mobile’s branding efforts are visible across football teams’ marketing efforts, contributing to the team’s financial support and gaining exposure in the sports market.


Unilever’s portfolio of products reaches football audiences through targeted sponsorships, connecting with millions of fans globally and associating their brands with health and vitality.


In recent strides, Spotify has embraced football sponsorships as a means to reach a broad, engaged audience, leveraging the sport’s popularity to amplify their music streaming service.

While not the focus of this section, it’s important to note that other major non-sporting brands like Coca-Cola, PepsiCo, and FedEx have also made substantial impacts through their sponsorships in football. Automotive brands such as Hyundai and Ford are also associated with football teams, contributing to the landscape of mixed industry sponsorships. TeamViewer, known for its remote connectivity solutions, has recently entered the football sponsorship arena, highlighting the trend of tech companies investing in sport. Each of these entities recognises the value of associating with football to enhance brand visibility and engagement with diverse consumer bases.

Branding and Market Presence through Sponsorship

Sponsorship deals are critical for football teams and brands alike, establishing a symbiotic relationship that boosts both parties’ branding presence. Global appeal is often a significant motivator for such partnerships. Well-established sportswear giants like Adidas and Nike have traditionally led the way, each continually seeking to expand their market presence through strategic team sponsorships.

In 2024, a shift is observed where Umbro, a British brand, has risen to sponsor five Premier League teams. This change indicates a evolving landscape, in which a wider portfolio of brands are seeking the limelight in football. The partnerships allow sponsors to leverage digital assets, such as team’s social media channels, to reach a global audience.

Table of Football Teams and Their Kit Sponsors in 2024:

TeamKit Sponsor
Bayern MünchenAdidas
Union BerlinAdidas
West Ham UnitedUmbro

The brand TeamViewer, notably, has also tapped into the football sponsorship market. Though their deal specifics in 2024 are not mentioned, previous high-profile sponsorships suggest they understand the value of such visibility. Football team sponsorships are part of a comprehensive marketing strategy, enhancing brand recognition and consumer trust through association with beloved sports teams.

Trends in Football Team Sponsorship

In the realm of football, the 2024 landscape of team sponsorship exhibits distinct patterns. Sports apparel giants remain influential, with the likes of Umbro standing out as the primary kit supplier for five Premier League teams. This highlights a shift in branding presence, as traditionally Adidas and Nike dominated this space.

Sponsorship deals extend beyond kit apparel, encompassing digital assets and the broader scope a global partner brings. These partnerships provide clubs with crucial revenue streams and enhance brand visibility on a global scale. For instance, prominent online payment platforms are aligning with football clubs to capitalize on the sport’s massive fanbase, offering them an avenue to showcase their services.

The digitalisation of sponsorships is accelerating, with teams leveraging online content and social media engagement to offer sponsors more targeted and interactive opportunities. These digital assets are invaluable, enabling sponsors to touch base with fans in real-time during matches and key events.

Key Sponsorship Entities in 2024 Football:

  • Sports Apparel: Brands like Umbro making a resurgence.
  • Digital Assets: Increased importance of digital and social media presence.
  • Global Partner: Sponsors benefit from the worldwide appeal of football.
  • Online Payment Platforms: Exploring affiliations with clubs to reach audiences.

This fusion of traditional sponsorship avenues with modern digital engagement strategies points to an adaptive and forward-thinking approach in football team sponsorships.

Frequently Asked Questions

Navigating the landscape of football sponsorships in 2024 reveals significant investments by companies in Premier League teams, illustrating the sport’s continued commercial appeal.

Which companies have secured major sponsorship deals with Premier League teams in 2024?

Umbro leads the way by sponsoring five Premier League teams, including Bournemouth, Brentford, and West Ham United. Other notable kit sponsors include leading clothing brands, though specific company names and deals are not detailed here.

What are the largest football kit sponsorship agreements announced in 2024?

The football kit sponsorship scene in 2024 features nine different clothing brands, including giants like Adidas and Nike. These two are the primary kit suppliers for eight teams each in the Champions League. However, exact figures for these agreements are not provided.

Which football clubs in London boast the most substantial sponsorships this year?

London football clubs often secure hefty sponsorships given their global following, but the specifics on which club has the most substantial deal in 2024 are not included in the provided details.

What is the average sponsorship value for top-tier English football teams in 2024?

The average sponsorship value for Premier League teams is significant in maintaining their competitive edge and financial health, although the exact average value for 2024 sponsorships is not disclosed in the given information.

Which football team’s sponsor has the longest-running partnership as of 2024?

Details on the football team with the longest-running sponsor partnership as of 2024 are not readily available in the provided information.

How do sponsorship contributions affect the financial strategies of major football clubs in 2024?

Sponsorships are a crucial financial lifeline for football clubs, shaping their financial strategies. They support club expenditures and provide a stable income stream, which allows clubs to invest in talent and infrastructure.

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