PREMIER LEAGUE SPONSORSHIP VALUES 2025: LIVERPOOL LEAD WHILST UNITED DECLINE
Following the release of the top 10 Premier League fair market sponsorship values, The Sponsor now reveals the full rankings for 2025 — stretching from Liverpool’s commanding £65.9 million front-of-shirt valuation to the clubs fighting for commercial recognition at the foot of the table.
This year’s findings reinforce the dominant influence of visibility and European competition on sponsorship worth, with major gains and declines seen across the division.
Premier League Fair Market Sponsorship Values 2025
| Rank | Club | 2024 FMV | 2025 FMV | Current Deal | Difference |
|---|---|---|---|---|---|
| 1st | Liverpool | £65.8m | £65.9m | £50m | £15.9m (undervalued) |
| 2nd | Manchester City | £64.9m | £63.8m | £67.5m | £3.7m (overvalued) |
| 3rd | Manchester United | £64.5m | £51.1m | £60m | £8.9m (overvalued) |
| 4th | Chelsea | £48.9m | £50.3m | – | – |
| 5th | Arsenal | £48.5m | £49.6m | £50m | £0.4m (overvalued) |
| 6th | Tottenham Hotspur | £49.3m | £49.1m | £40m | £9.1m (undervalued) |
| 7th | Newcastle United | £15.3m | £23.6m | £25m | £1.4m (overvalued) |
| 8th | Aston Villa | £26.4m | £23.2m | £20m | £3.2m (undervalued) |
| 9th | Everton | £13.5m | £13.9m | £10m | £3.9m (undervalued) |
| 10th | West Ham United | £26.0m | £13.9m | £10m | £3.9m (undervalued) |
| 11th | Crystal Palace | £10.7m | £12.1m | – | – |
| 12th | Fulham | £10.8m | £10.6m | £10m | £0.6m (undervalued) |
| 13th | Nottingham Forest | £5.2m | £10.5m | £7m | £3.5m (undervalued) |
| 14th | Brighton & Hove Albion | £10.1m | £10.2m | – | – |
| 15th | Wolverhampton Wanderers | £9.8m | £9.8m | – | – |
| 16th | Brentford | £8.9m | £8.9m | – | – |
| 17th | Sunderland | – | £6.8m | – | – |
| 18th | Leeds United | – | £4.7m | – | – |
| 19th | Bournemouth | £2.8m | £3.1m | £8m | £4.9m (overvalued) |
| 20th | Burnley | – | £2.8m | – | – |
*FMV = Fair Market Value
Liverpool Top the Table — United Falter
Liverpool have once again claimed the top spot with a fair market front-of-shirt sponsorship value of £65.9 million, narrowly ahead of Manchester City’s £63.8 million. The valuation puts Liverpool £15.9 million above the club’s current £50 million-per-year deal with Standard Chartered, underlining just how significantly they’re being undervalued in the current commercial market.
By contrast, it’s a sobering read for Manchester United. Despite their massive global fanbase and commercial legacy, the club’s sponsorship value dropped from £64.5 million in 2024 to £51.1 million in 2025 — a fall of £13.4 million. The decline reflects United’s failure to qualify for European competition and the corresponding loss in exposure. Their current £60 million sponsorship deal now looks significantly overvalued by £8.9 million.
Exposure is King: Newcastle and Forest On the Rise
In an era where brand alignment, community initiatives, and reputation all matter, exposure remains the dominant force in commercial football partnerships. European qualification — particularly Champions League football — brings not only financial windfalls but also global reach that transforms a club’s appeal to sponsors.
Newcastle United’s return to the Champions League has driven an £8.3 million increase in its fair market sponsorship value, which now sits at £23.6 million. Their real-world deal with Sela, reportedly worth £25 million, is closely aligned with this figure — suggesting that Newcastle’s commercial appeal is being rightly recognised due to performance and exposure, not just ownership.
Nottingham Forest’s historic return to European football after three decades has also delivered a notable uplift. Under Nuno Espírito Santo, the club’s blend of results and tradition has boosted its front-of-shirt sponsorship valuation to £10.5 million, up from £5.2 million last year — a 102% increase. Their sleeve value has risen to £3.4 million, marking the club out as a growing force in brand partnerships.
West Ham Stumble as European Influence Wanes
West Ham United provide a stark example of the price clubs pay for fading exposure. While last year’s UEFA Europa Conference League triumph kept sponsors interested, the loss of European football and sliding domestic form has seen their sponsorship valuation plummet from £26 million to £13.9 million.
Despite maintaining a £10 million deal — often boosted by their gambling partnership — the Hammers are now among several clubs whose sponsorship worth is declining. Fans will hope new manager Graham Potter can stabilise the on-field performance and reignite their commercial potential.
Tottenham Rescued by European Glory
Tottenham Hotspur narrowly avoided a similar fate to Manchester United. A late run in the Europa League secured Champions League qualification and preserved their sponsorship value at £49.1 million.
Despite inconsistent domestic results, Spurs remain a compelling commercial entity. Their global fanbase, strong digital infrastructure, progressive social values, and star power — led by Son Heung-min — ensure the club retains major appeal to global sponsors.
The North Returns: Sunderland and Leeds Reignite Commercial Interest
Two of Northern England’s most historic clubs — Sunderland and Leeds United — return to the Premier League with promising sponsorship valuations.
Sunderland’s first top-flight appearance since 2017 sees them valued at £6.8 million for front-of-shirt sponsorship and £2.8 million for the sleeve. The return of the iconic Tyne-Wear derby, along with their enduring fanbase and stadium stature, signals a potential commercial renaissance.
Leeds United also make a strong re-entry, posting a front-of-shirt valuation of £4.7 million and sleeve value of £1.5 million. Though 17th in the table, the club’s deep-rooted cultural relevance, loyal support, and national visibility offer solid foundations for growth.
Bournemouth and Arsenal Among Overvalued Deals
Outside the top stories, a number of clubs show mismatches between market value and current deals. Arsenal’s £50 million deal now appears £0.4 million overvalued, while Bournemouth’s £8 million deal is £4.9 million above their current market value of £3.1 million.
Meanwhile, clubs like Aston Villa, Everton, and Fulham appear to be undervalued, with fair market valuations exceeding their current sponsorship deals by several million pounds.
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