The Premier League sanctioned the introduction of the new shirt advertising opportunity ahead of the current campaign with several clubs agreeing on lucrative partnerships. At the time of writing, 11 top flight clubs have shirt sponsors including Liverpool, Man City, Chelsea and Everton.
The terms of Arsenal’s shirt and stadium sponsorship deal with Emirates precluded them from signing a similar deal in the summer, however, those terms were renegotiated in February.
Given we’re trying to shape up our commercial arm, this additional revenue will obviously come as a boost. Rumour has it that we’re also actively looking for a new shirt supplier with Adidas tipped to succeed Puma.
While we don’t know who the new shirt sleeve sponsor might be, it’s interesting to note that the popularity of video on demand services, offered by companies such as Netflix, Amazon and Sky (NOW TV), has surged in recent years, facilitated by the rise of internet-enabled smart TVs and devices like Google’s Chromecast and Amazon’s Fire Stick.
There are suggestions that these new players could, in time, challenge the likes of BT Sport and Sky for the rights to broadcast live Premier League games. Last year Amazon outbid Sky for the UK rights to show the ATP World Tour tennis and to live audio-stream Bundesliga football commentaries in Germany.
Interestingly, the Telegraph report that two packages containing entire rounds of Premier League matches for 2019-2022 remains unsold two months after the auction began.
In February, Sky and BT Sport purchased 160 of the 200 games per season made available. 40 games per season remain up for grabs. Will those get snapped up by an on-demand provider? It could be the start of a broadcasting revolution in the UK if so.