The Premier League, champion of all categories of jersey sponsorship

The 2025/26 season confirms the absolute domination of the Premier League in this segment, with a total shirt sponsorship estimated at 408 million pounds for the 20 clubs, a record which could have risen to 473 million if Chelsea had sealed its summer deal at 65 million. Manchester City leads the way with Etihad Airways at 67.5 million pounds annually (extended until 2031), followed closely by Manchester United and its Snapdragon at 60 million, Arsenal and Liverpool at 50 million each with Emirates and Standard Chartered. Tottenham follows at 40 million with AIA, while Newcastle (Sela, 25 million) and Aston Villa (Betano, 20 million) show the vitality of the midfield: even Fulham, Wolves or Everton receive 10 million each via betting firms or Asian operators. This depth – seven deals above 20 million – reflects a league where each club, boosted by cumulative exposure to 4.2 billion viewers, negotiates record amounts, despite the imminent arrival of a ban on gambling sponsors in 2026/27.

Ligue 1: a market in chiaroscuro, dominated by the exception PSG

On the other side of the Channel, Ligue 1 is struggling to hide its glaring disparities. PSG sits with Qatar Airways at around 65-70 million euros per year (until 2028), while OL receives 20 million from Emirates, one of the rare XXL checks in the championship. OM (CMA CGM, ~5 million), Monaco (APM Monaco, similar) and Nice complete a top 5 with less than 10 million on average, while Brest (Quéguiner/Yaourt Malo), Toulouse (LP Promotion) or Rennes (Samsic) hover around 1 to 3 million, often without public details. The majority of clubs – from Metz to Auxerre (X1 drinks) – operate on local or low-value partnerships, with a weighted average well below 5 million euros outside Paris, a sign of an ecosystem dependent on one or two patrons rather than collective attractiveness.

The numerical gap: Premier League x3, Ligue 1 in survival mode

These contrasts crystallize in the totals: 408 million pounds (~485 million euros) for the Premier League against L1 jersey sponsorship estimated at 150-200 million euros, a ratio of 2 to 3 in favor of the English. The top 5 PL generates more than 225 million pounds (nearly 270 million euros), compared to a handful of millions for the equivalent in France excluding PSG. This English bankability is explained by colossal TV rights (125 to 200 million euros per club vs. 5 million max in L1), a global reach and a measured digital ROI (Instagram views, NFT activations), which attract tech and AI like IFS despite a tight market. In L1, fragmentation – food sponsors, temporary work, real estate – limits ambitions, with Qatari dependence hampering diversification.

Outlook: The Premier League, an impregnable bastion for AI and beyond

Chelsea, by opting for short and tech deals (IFS after Infinite Athlete), demonstrates a sophisticated strategy: it is better to diversify (sleeve FPT, global partners) than to rush into a low-value deal, especially with 65 million in their sights for 2026/27. The Premier League thus remains the king asset for disruptive brands, capturing 70% of the world’s most lucrative football deals (Real, Barça, United, City in the lead). In 2026, despite regulatory disruptions, it proves its resilience: bankable, in-depth jersey sponsorship, where each logo weighs its weight in billions.

Alain Jouve