Premier League clubs are getting more creative with sponsorships, finding unusual ways to bring in revenue and avoid financial penalties under the Profit and Sustainability Regulations (PSR).
These days, clubs have a wide range of “official partners,” including some traditional ones like beer, logistics, and energy sponsors. However, it’s the more unexpected partnerships that raise eyebrows. From official vodka providers to noodle brands, Premier League teams are finding increasingly quirky ways to boost their budgets.
Arsenal, for example, has a deal with Persil, making the laundry giant their “official fabric care partner.” This may explain why their kits always look pristine on the pitch—a partnership likely appreciated by the kit manager, who benefits from those spotless uniforms.
Aston Villa, on the other hand, has taken a different approach with Nemiroff as their “official vodka partner.” While it’s common for clubs to have beer or cider sponsors, a vodka partner stands out. It seems Ollie Watkins and Jhon Duran aren’t the only ones taking shots at Villa Park this season.
Bournemouth, despite not being known for a packed trophy cabinet, has partnered with Michael Matthews, a jeweler that specializes in luxury watches and fine jewelry. This unusual partnership sees Michael Matthews providing the Cherries’ Player of the Month trophies, blending football and fine accessories in a unique way.
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Brentford made sure to address their new stadium decor by partnering with Brunner UK as their “official contract furniture partner.” When they moved from Griffin Park to the Gtech Community Stadium, they secured Brunner UK to help ensure the furniture fit their upgraded home.
Fulham took it a step further by signing UTL as their “official managed print partner.” While it may seem mundane, printing is a big part of club operations. UTL supports the club’s printing needs across their stadium and training ground using Epson’s eco-friendly technology—so there’s an environmental angle too!
Manchester City partnered with Kellogg’s as their “official breakfast cereals partner.” This relationship ensures players have access to a full range of cereals like Bran Flakes, Coco Pops, and Frosties. It’s not just a quirky partnership; fueling up with Kellogg’s could even add a nutritional edge to their training.
Manchester United has multiple unique partnerships, including with Extreme Networks as their “official Wi-Fi network solutions provider.” In addition, they have an impressive lineup of sponsorships in categories like blockchain, skincare, video games, coffee, and even pillows. These partnerships may not be as flashy as their football lineup, but they offer something for every fan’s lifestyle.
Newcastle United, honoring their local roots, made Fenwick—Newcastle’s famous department store—their “official luxury retail store partner.” It’s a nod to regional pride and aligns with Newcastle fans’ love for their local heroes.
Southampton partnered with Draper as their “official tool partner,” which is fitting as they “drill down” on tactics and “hammer” through matches. And should they avoid relegation, they have an official holiday partner in P&O Cruises for a well-deserved end-of-season reward.
Finally, West Ham might take the award for most unusual partnership with NWVA, their “official vehicle collision recovery and storage management partner.” Given the ups and downs at the club, the partnership feels apt—they might just need NWVA’s help sorting things out if the season turns rocky!
Wolves, meanwhile, closed the list with a heartwarming “official family partner”—Drayton Manor Resort, a beloved theme park and zoo. The partnership symbolizes the ups and downs of a Premier League season and promises Wolves fans a true rollercoaster experience.