Front-of-shirt deals record: Far East generates cash but less of the crucial engagement with fans 

6 August 2019

Photo: Getty Images Tottenham's new £45m deal with AIA made it the third most valuable shirt deal in the Premier League. Lucas Moura celebrates after scoring in the pre-season match against FC Internazionale.

Premier League clubs have broken their own record for combined shirt sponsorship deals - see the full list. 

Companies from the Far East are front-of-shirt sponsors at eight out of 20 Premier League clubs. has talked with a sponsorship expert regarding the upsides and downsides of Asian partnerships.

Liverpool are currently the only team with a British-based front-of-shirt partner.

Christian Fomsgaard Jensen

The days of Dagenham Motors and Newcastle Brown Ale as front-of-shirt partners at Premier League clubs are long gone and have been for some time.

A front-of-shirt partnership with a Premier League club is no longer worth the price tag, if your company is targeting the UK market. Looking at the viewing figures for last season’s Premier League, the global reach is well established with record audiences across the whole world benefitting the 20 Premier League clubs ahead of the 2019/20 season.

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