Data sourced and credited to The Sponsor.
Each year, The Sponsor publishes its deep-dive analysis into Premier League sponsorship values, assessing which clubs are overperforming—or underdelivering—on their front-of-shirt and sleeve deals. The 2025 edition is out, and the findings reveal a rapidly shifting commercial landscape across the league.
Manchester United: Value in Decline
Despite its iconic global brand, Manchester United’s absence from European football next season has taken a direct hit on its sponsorship valuations:
- Front-of-shirt value dropped by £13.4M
- Sleeve sponsorship fell by £3.1M
This commercial erosion couldn’t come at a worse time. United’s recently renewed deal with Qualcomm (Snapdragon) reportedly pays £60M/year—£10M more than what league champions Liverpool receive from Standard Chartered.
While United still boasts a global fanbase and a £51.1M shirt sponsorship valuation—higher than Chelsea, Arsenal, or Spurs—the gap between reputation and results is growing, and sponsors are paying close attention.
“There’s still time to turn it around,” said Sean Connell, Editor at The Sponsor. “But without a credible growth narrative or European visibility, value will continue to slide.”
Liverpool: Commercial Benchmark
On the other end of the spectrum, Liverpool FC remains the most valuable sponsorship property in the Premier League, with:
- Front-of-shirt valuation at £65.9M
- Sleeve value rising 25% to £31.4M
What’s driving the growth?
- On-field success & consistent Champions League qualification
- Global cultural impact and a deeply engaged fanbase
- Star power from names like Mo Salah and Virgil van Dijk
- Social values alignment, appealing to modern brand ethos
Standard Chartered’s £50M/year deal, signed in 2022, is now 32% below current FMV—meaning the bank is reaping a significant return. Liverpool’s commitment to brand storytelling, infrastructure, and retaining star talent is paying off commercially.
What This Means for Brands & Clubs
Sponsorship value is no longer determined by historical prestige alone. Today’s sponsors expect:
- Global relevance
- Cultural resonance
- Performance alignment
- Activation potential across digital platforms
Whether you’re a club looking to benchmark your rights or a brand evaluating ROI potential, these shifts demand a data-driven, forward-thinking approach.
At 365247 Consultancy, we help clubs unlock their full commercial value and guide brands to partnerships that actually deliver.
Our services include:
- Sponsorship valuation benchmarking
- Rights packaging & storytelling strategy
- Talent-led activations and global market alignment
- Commercial audits and APT/FMVR advisory
Whether you’re on the rise or in a rebuild, we’ll make sure your sponsorships reflect your true market value.
Ready to Maximise Your Sponsorship ROI?
Let’s talk. Book your introductory call here.
In the business of football, commercial performance matters just as much as the scoreboard.
Amazing work by: Sponsor.com
