Finance and tech companies have piled into Premier League club sponsorship this season after a ban on gambling operators appearing on the front of shirts opened up some of football’s most valuable advertising space to new bidders. Betting firms have featured on the front of more than half of Premier League shirts over the past two seasons, but a ban agreed by clubs in 2023 came into effect this summer, prompting teams to find new deals. L Lynsey Pennie-Douglas, head of UK client strategy for Nielsen Sports, told the Financial Times that the changes amounted to “a genuine reset” for the sponsorship market. “Over the past decade, the value of that real estate has risen dramatically,” she added. For clubs outside of the league’s so-called big six — Arsenal, Manchester City, Liverpool, Manchester United, Chelsea and Tottenham — the average value of front-of-shirt deals has grown from £3.4mn in 2016-17 to around £9mn a year for the new season, according to Nielsen. Crystal Palace have s...
For years, Coventry had lived a charmed life in the top flight, pulling off a few dramatic escapes either side of a glorious FA Cup success in 1987. I knew someone who spent a season with the club writing a book in the anticipation of relegation: they stayed up. But by May 2001, making the short trip to Aston Villa for their penultimate game, they needed a minor miracle. It didn’t happen, but fans hoped they would soon return. Those next 25 years saw three relegations, one administration and, worst of all, two periods of exile from their own city, forced to play their home matches in Northampton and Birmingham due to a bitter rent dispute between Coventry City Council, which part-owned the stadium, and SISU Capital, the hedge fund that bought the club in 2007. Sky Blues fans had more than their fair share of setbacks For a time, Coventry became the ultimate illustration of English football’s need for governance reform: playing in front of meagre crowds 35 miles away in N...