Sunderland eighth in Premier League sponsorship table for new season

Sunderland AFC player Lee Cattermole.
Sunderland AFC player Lee Cattermole.

Sunderland has the eighth biggest sponsorship deal of all Premier League clubs this season, research has found.

Top flight clubs have set a record for combined shirt sponsorship deals, with the 20 clubs generating £226.5million for the 2016-17 season, a rise of £3.6million on last year, according to Sportingintelligence.

Manchester United’s club-record deal worth £47million a year with Chevrolet remains the biggest deal in the Premier League, but a number of traditionally lower and mid-tier clubs have enjoyed the biggest increases this year.

Southampton have signed a new deal with Virgin Media worth £6million a year plus performance-related bonuses, an increase of £5million a year compared to the previous deal with Veho.

Sunderland, Stoke and West Brom have also negotiated improved deals this season, with the Black Cats’ agreement with Philippinnes-based Dafabet making £6million for the Wearsiders.

The international appeal of the Premier League is demonstrated with 16 clubs sharing 14 sponsors with overseas headquarters based in countries as diverse as the USA, China, Japan, Thailand, the United Arab Emirates, Malta and Costa Rica.

Mansion and Dafabet have two clubs each.

Hull recently announced their new shirt sponsor will be Kenyan-based online betting firm SportPesa – the first African company to sponsor an English Premier League club. The three-year deal is worth at least £3m a year.

Only Liverpool, Southampton, Stoke and Middlesbrough boast British-based sponsors.

Of those, Southampton are one of four clubs carrying new sponsors this season, the others being Swansea, West Brom and Hull.

Despite a blanket ban on gambling within football, 10 Premier League teams will carry sponsorship from gambling companies this coming season, up from seven last term.

Reigning Premier League champions Leicester have the joint-lowest shirt sponsorship in the league, worth £1million a year plus performance-related bonuses.

The club are understood to have received a substantial bonus for winning the league last season, although they will not disclose details.

But sources say the basic element of their deal will remain the same this season.

In 2013-14 the club signed a five-year international deal worth £16m, covering shirt sponsorship, stadium naming rights, as well as international marketing and licensing.