Find the teamwear propositions in the 2023/24 English Premier League. Identify the dominating apparel brands in the number one football club competition in England and reveal whether the companies that have the right to put their names on shirt and sleeve sponsors mostly belong to gambling organizations. Dig into the most detailed explanation of the main sponsors including kit, shirt, and sleeve sponsors, these are the sponsors which are available for the Premier League teams for the 2023/2024 season. Moreover, learn about the league's official partnership.

Sponsorship of kits spans 8 brands across 20 clubs

There has been a wide variety of sponsorship branding this season, A total of eight brands represented the 20 EPL clubs during the whole season. These brands are Adidas, Castore, Erreà, Hummel, Macron, Nike, Puma, and Umbro, and an extra brand is included during the 2018/19 and 2021/22 regular seasons compared to the regular seasons of 2023/24 and 2020/2021. On the contrary, there were seven manufacturers of team kits which were the highest since the past 5 seasons. The very season we reference up to, 2019/2020, are the one that host eight different kit suppliers on the list.

Unlike the previous seasons that Adidas or Nike used to lead in sponsoring most Premier League teams, Umbro now takes the center stage for this 2023/24 season. Umbro, an English brand is going to provide the kits for five clubs this season, which is an increase of two teams compared with last season. It can be seen that the aforementioned teams are Bruma, Brendfield, and West Ham United, which implemented the uniform of the same brand, Umbro, in the top football league last season. Given that the promotion of Burnley and Luton Town, two new teams, has just happened, Umbro will have them in the line-up for the current campaign as well.

Adidas and Nike provide sponsorship for four teams during the 2023/24 Premiere League competition. While Nike retained its sponsorship deals just like the season before, it had continued its sponsorship deals with Brighton, since 2014 together with three big-name top six traditional teams: Chelsea, Liverpool and Tottenham.

On the other hand, Adidas lowered the number of English Premier League teams who they sponsored from 5 to 4. The Arsenal, Manchester United, and the new Fulham get the attention under the German brand. Despite being outfitted in the brand with three stripes, Leicester City and Leeds United, the top two teams, were relegated to a lower division. Nottingham Forest decided finally this season to put Adidas on their side, instead of Macron being their kit supplier, which makes them the only Premier League team this season to be different from other teams that switch sponsors.

Castore, a much-vaunted British brand which started just in 2015 to develop gear for more than a few Premier League teams and fortified itself as the top sponsor of European football clubs. This season, they maintain supply to three Premier League clubs: Newcastle United, securing their spot in the Champions League; Aston Villa, set to compete in the Conference League; and Wolves.

Errea, Hummel, Macron and Puma are other four counterparts sponsoring a team. Stylish British brand Erreà is the sponsor of the team Sheffield United and the Danish label Hummel caters for the needs of Everton and Crystal Palace, which are dressed in the tops from the manufacturer Macron.

Among the clubs that Puma sponsors is one of the current champions Manchester City FC and the one who has won three times in the past season. This marked the signing of a ten-year agreement by Puma with the City Football Group, the parent company of City, for a reported £650 million.

On November 21, 2021, Brentford, the club, revealed it would renew their 2021/22 Kit in the 2022/23 season. It turns out to be the most profitable choice for the fans. This year's home kit has a new design, but it will be kept in use for the 2024/25 season, and it goes to next year's away kit that will be the same as that during the 2022/23 season.

The current longest kit contract is of Fulham and its German brand partner Adidas which is holding the baton as Cottagers' kit sponsor from 2013. Subsequent agreement of Nike with Brighton and Hove Albion which will take as long as nine years. Interestingly, the past three decades have seen the two London Clubs, Fulham and Brighton, enjoy promotions to the Championship for six and four seasons, respectively.

Of the Premier League teams, West Ham and Manchester United occupy third position as regards the longest-term kit deals, with both of them beginning to be houses to these brands in 2015. One significant difference is between West Ham which is represented by Umbro and United which chooses Adidas (instead of Nike previously). Before the 2023/4 season, Manchester United continued its off-field partnership with Adidas until 2035, putting a minimum price on the deal at £900 million.

Shirt sponsorships: eight sectors, eight gaming companies

In the last weeks of September 2023, it became known that Chelsea signed with Infinite Athlete the sponsorship deal on the shirt for the season 2023/24. The club is the seventh Premier League club to close that deal. Taking a similar path to Nottingham Forest, who revealed a new shirt sponsor in late August, Chelsea was struggling to find a replacement for the sponsor that was introduced the previous season, that being Three. An agreement with Paramount allegedly fell apart as a result of contradictions with stadium TV rights holders, while a deal with the gambling company Stake was deserted as fans turned to the protestors. The financial outcomes of the agreement, which will be slightly below the initial expectations, mainly resulted in taking the deal so late and the absence of Chelsea from European competitions.

Consequently, the Premier League remains a desirable shirt sponsorship destination especially for companies that work in the online casino realm, these companies being the most common Premier League sponsors. At present, it is eight out of a total of 20 Premier League clubs which carry the logo of a gambling company on their 2022 – 2023 jerseys with this trend running since the last five six seasons there were between eight and ten Clubs printed so.

One change that hits the note is Newcastle getting a sponsor that is not related to betting, this season it is replacing Fun88 with Sela, a Saudi entertainment company. The two sides have met the different fate, as Aston Villa and Burnley have exchanged their non-gambling status for gambling sponsors. Villa, formerly in a partnership with ecommerce platform Cazoo, currently displays the colors of BK8 in their kits and Burnley, who used to have Classic Football Shirts altered it and now has W88 in theirs. On top of this, after displaying W88 last season Fulham are now featuring SBOTOP brand name.

Moreover, Nottingham Forest started both of their last two seasons without a sponsor deal but, later, teamed up with theUnited Nations High Commissioner for Refugees (UNHCR) as a sponsor for the second part of the season prior. In the forthcoming season, they have factually welcomed a tour operator Kaiyun Sports as their shirt sponsor after three matches.

The reign will end up of gambling firms being on top and being shirt sponsors. The Premier League has just announced that all the teams unanimously decided not to have gambling sponsor on the front of their tops/shirts from the season of 2026/27. Yet, the opportunity for teams to work directly with the gamblers will persist, as they still reserve space for sleeve sponsorships or in-stadium branding exposure.

In the football context by the end of August 2023, twelve out of twenty teams already had sponsorship links with one or two gambling companies ranging over to shirt, sleeve, and training wear sponsorships.

Nowadays, the time to talk is season 2023/24 and none of the established top six teams in the Premier League has a gambling-oriented logo sponsor, which is much more likely among mid-table and lower teams in the ranking. The possible consequences for funding of clubs by sponsorship isn't clear yet. The governments have banned any type of sponsorship making gambling associations in countries such as La Liga, the financial companies partnerships detected a raise.

The following six ones – that cover non-gambling brands – are the industry sectors that lead the shirt sponsorship market. The first five sponsors are from the financial sector, while the rest belong to the airline, online car retailing, energy, entertainment & hospitality, software, and technology & media sectors.

From early August, Arsenal published additional testimony of its traditional partnership with Emirates, until 2028. This is a tie-up that starts in 2006 and remains unbroken for the longest continuous season shirt sponsorship run in the Premier League to date. Both Emirates logo on the men's, women's and academy kits as well as the terms of the agreement including stadium naming rights are included in the deal.

Sleeve sponsorships are featured in 19 clubs across a diverse range of 12 industries

By the end of this season as it is in 2023/24, 19 clubs have already signed sleeve sponsorships and among them 12 are new partnerships in this regard. These set of sleeves produce between 500,000 to 10 million pounds for the club, as a result of the allowance of such partnerships since the 2017/18 season.

The society in the sector of sleeve sponsorships propose diversity, portraying holding the charge of short-term agreements normally not going beyond a year. These sponsors originate from various sectors of the economy, with financial services (4 entities), tourism (3 entities) and digital commerce, the same as gambling (2 entities) being the most emblematic.

The logos of Crystal Palace, which is gambling shirt sponsor, and the logos of Wolves, which is gambling sleeve sponsor, are the only gambling brands to be displayed on the kits of Premier League teams, making their number of gambling logos on display equal to 10 in the Premier League. From 2026/27, the prohibition on gambling font-of-shirt sponsorships will be enforced. It is presumed that the gambling entities will prefer sleeve sponsorships due to the provision’s implementation. In the current situation, a fairly big number of gambling companies prefer paying more in the way of visibility for sleeve sponsors than shirt sponsors.

Sponsors of the Premier League for the 2023/2024 season

This year, the Premier League website has 10 official sponsors who have clearly defined roles assigned to each partner, namely Barclays - an establishment that acts as a bank, whereas Nike provides an official ball and all this is on an exclusive basis. Yet, region-based members of the organization are nowhere to be seen save for broadcast partners of the league which breaks away from practices of their counterparts in other top competitions.

More recently, the Premier League has welcomed a new sponsor except the previous usual one, Sorare entering the field as an official Licensee, offering a fantasy sports gaming product as well as a marketplace.

As per The Athletic, the collaboration with Nike, which started with the 2000/01 season, is due to expire in 2025. Next, the Premier League will shift to Puma and provide a fresh match ball beginning from the 2025/26 season.