Manchester United lead the way in race for sponsors
Virgin Money signs on at Old Trafford as other clubs cash in on sponsorship deals for training kit
Not content to spend the summer months pursuing new footballing talent, the big beasts of the Premier League are busy acquiring new signings off the field, with Manchester United unveiling Sir Richard Branson as their latest recruit.
The Old Trafford club have signed a four-year deal with Virgin Money, which will become the club's "Official Retail Financial Services Partner".
"Virgin are the 15th financial partner United have on their ever-growing books," reports the Daily Mail, "with almost 70 businesses from across the world linked to the club.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
"That is more than double any other Premier League side and include a nutritional supplements, ready-meal, outdoor apparel, noodle and casual footwear ally."
However, the reaction on Twitter suggests that while the commercial department at Old Trafford is playing a blinder, fans are more interested in players than partners.
But it seems clubs will stop at nothing to increase their revenues and sponsorship deals for training kit could be the latest battleground, reports the Mail.
Man United, Liverpool and Chelsea are leading the way, it adds. All three kicked off their pre-season friendlies at the weekend and "sported tops emblazoned with secondary partners across their warm-up gear".
Managers, Jurgen Klopp, Antonio Conte and Jose Mourinho also had sponsors embroidered onto their touchline jackets.
"Premier League sides are trying to become more creative from a revenue perspective, attempting to capitalise at every possible turn as the popularity of the division grows with each passing season," says the paper.
"The 24-hour coverage of the bigger English clubs presents more and more chance to see players train and managers give team talks."
Chelsea have a three-year deal worth £30m with the energy drink Carabao, while Man United's former shirt sponsor, Aon, now has its name emblazoned on the training kit after agreeing an eight-year deal worth around £120m.
But the English clubs are not alone.
"Even Barcelona, who until recently refused shirt sponsorship, now have online casino Botemania after thrashing out a deal last year. That will bring in in the region of £59m over four seasons," says the Mail.
Inter Milan may also be about to join the movement. They were spotted training in kit featuring the logo of their sponsor, Pirelli, "obscured by white tape", reports ESPN.
"The club's new Chinese owners are reportedly looking for a new sponsor for the club's training apparel," adds the website.
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
'Musk's reliance on China draws rising scrutiny'
Today's Newspapers A roundup of the headlines from the US front pages
By The Week Staff Published
-
Biba: the story of a 'legendary emporium'
The Week Recommends Brand's 60th anniversary is being marked with retrospective celebrating the 'iconic shop's cultural importance'
By Adrienne Wyper, The Week UK Published
-
How the Russia-Ukraine conflict has spread to Africa
The Explainer Ukraine is attempting to strengthen its alliances on the continent to counter Russia's growing presence
By Richard Windsor, The Week UK Published
-
The European Super League: a 90th-minute reprieve?
Why everyone's talking about A European court ruling has potentially breathed new life into the breakaway football league
By Richard Windsor, The Week UK Published
-
Manchester United and Mason Greenwood: duty of care or double standards?
Talking Point The 21-year-old footballer’s possible return has provoked an outpouring of dismay from supporters
By Jamie Timson Published
-
Liverpool 7 Man Utd 0: ‘welcome to Jürgen Klopp’s Liverpool 2.0’
feature Anfield’s ‘new front three’ were on fire in the humbling of their bitter rivals
By Mike Starling Published
-
Man Utd win the Carabao Cup: how Erik ten Hag has ‘transformed’ the Red Devils
feature United lifted their first silverware since 2017 after beating Newcastle at Wembley
By Mike Starling Published
-
Jim Ratcliffe: petrochemical billionaire turned Man Utd bidder
Why Everyone’s Talking About The Ineos owner is the first to publicly bid for the 13-time Premier League winners
By Richard Windsor Published
-
Reactions to Cristiano Ronaldo’s ‘explosive’ interview with Piers Morgan
feature Portugal captain feels ‘betrayed’ by Man Utd and believes he’s being forced out of the club
By Mike Starling Published
-
What next for Cristiano Ronaldo? How the relationship with Man Utd turned sour
Under the Radar Portugal star has ‘almost certainly’ played his last game for United as he is dropped for Chelsea clash
By Mike Starling Published
-
Has Liverpool been weakened by Jürgen Klopp’s ‘seven-year itch’?
feature After seven years at Anfield, critics are wondering whether his magic is wearing off
By The Week Staff Published