Shirt Sleeve Sponsorship

Shirt Sleeve Sponsorship

The start of the 2017/18 season marked the first season Premier League clubs were able to earn additional revenue through a secondary sponsor on their shirt sleeves.

This revolutionary new platform has provided a new way for brands to advertise on a global scale, reaching select target markets and becoming associated with the prestigious reputation and consumer-base of the EPL.

Shirt sleeve sponsorship quickly hit the headlines as Manchester City became the first EPL club to sign an Official Shirt Sleeve Partner in March, 2017. Making history, this inaugural deal put Korean tyre manufacturers Nixen Tyre Corp on the map, growing brand awareness and reputation globally through the lucrative advertising platform.

Nexen Tire’s Chief Executive, Travis Kang, spoke of the benefits of shirt sleeve sponsorship. He said: “As a Korean company, we consider it an honour to announce the first EPL club sleeve branding partnership for one of the world’s greatest football clubs, introducing the Nexen Tire brand to football fans worldwide.”

Given the rapidly growing popularity of the EPL, this new advertising space is set to continue to go from strength to strength as the season progresses. An incredible 17 out of 20 EPL clubs have already found shirt sleeve sponsors, with brands jumping at the opportunity to grow their customer base, awareness and reputation. The remaining three are Tottenham Hotspur and Arsenal, who are rumoured to be unable to sign a shirt sleeve sponsor due to previous agreements with their front of shirt sponsors, and Manchester United, who have been linked to numerous companies but still have the shirt sleeve sponsorship available.

Shirt sleeve sponsorship is valued at approximately 20% of the standard, front of shirt sponsorship. Forming a highly appealing prospect for brands looking to utilise the league’s global reach, this offers far more than extensive brand exposure, tapping into football lovers’ loyalty and trust associated with the brands advertised.

Alongside shirt sleeve sponsorship, numerous options are available to increase brand exposure and achieve campaign objectives. Digital and social campaigns have proven particularly successful in increasing interaction, as demonstrated by Rovio Entertainment who sparked debate on social media when the Angry Birds brand became Everton’s Official Shirt Sleeve Sponsor.

The shirt sleeve sponsorship combined the enormous viewership and brand exposure with the EPL’s highly interactive audience on social media to maximise their return.

Ville Heijari, CMO at Rovio Entertainment, said: “We are excited to bring Angry Birds into the top flight of English football in partnership with Everton. This is Rovio’s first partnership in the most watched sports league in the world, and a logical continuation of our global Angry Birds brand partnerships.”