Premier League fair market sponsorship values: Full table and year-on-year results
Following the release of the top 10 Premier League fair market sponsorship values, The Sponsor can now reveal the full ranking from Liverpool’s £65.9 million front-of-shirt valuation to the clubs fighting for commercial ground at the bottom.
This year's results once again see Liverpool top the table with a fair market valuation of £65,9m, some £15.9m higher than the league champions' current deal with Standard Chartered. The story for Manchester United, however, was not so pleasing. The club saw its sponsorship market value decline by £13.5m after failing to offer sponsors access to increased audiences through European football.
View the full results for all clubs below::
View full sleeve sponsorship values and historical comparisons here.
Big gains for Newcastle and Nottingham, while West Ham suffer and Spurs are saved
While factors like reputation, brand alignment, and community values are increasingly important to sponsors, one priority continues to dominate in Premier League partnerships: exposure.
Qualification for European competition, particularly the Champions League, doesn’t just bring broadcasting revenue. It significantly boosts brand awareness, making a club dramatically more attractive to sponsors. This year’s Premier League fair market sponsorship values highlight just how significant that exposure can be.
Newcastle United offers sponsors global exposure
The return of Champions League football to St James’ Park has driven an £8.3 million rise in Newcastle United’s Premier League fair market sponsorship front-of-shirt sponsorship value, bringing the club’s total to 5. That valuation is now closely aligned with its real-world deal with Sela, reportedly worth around £25 million.
This result offers important validation amid prior scrutiny of Sela’s links to the club’s Saudi ownership. The data supports the idea that Newcastle’s commercial value is being driven by performance and exposure not just association.
Nottingham Forest back on the European stage
Nottingham Forest’s return to European football for the first time in 30 years has delivered a substantial uplift in sponsorship value. Under manager Nuno Espírito Santo, the club has combined on-pitch results with a storied football heritage and renewed market reach.
Forest now commands a front-of-shirt value of £10.5 million, in line with the club’s previous asking price, and a sleeve value of £3.4 million, reflecting its appeal to brands seeking reach, authenticity, and growth potential.
West Ham’s Premier League fair market sponsorship value in decline
West Ham United’s domestic decline has been hidden behind the club’s success in Europe.
Triumph in the European Conference League maintained European exposure for sponsors. However, with no European exposure on the horizon and falling performance standards, the value of the club’s Premier League fair market sponsorship has declined significantly.
As one of 11 Premier League clubs with a gambling partner, West Ham fans will hope Graham Potter can stop the slide if they are to have any hope of maintaining the club's current £13.9 million sponsorship valuation.
Spurs saved by European glory
Tottenham Hotspur were on the brink of suffering a similar loss in sponsorship value seen by Manchester United. However, their Champions League qualification via the Europa League salvaged their season and protected their sponsorship value at a healthy £49.1 million.
Despite poor domestic form, Spurs remain one of the league’s most appealing properties. Their large and engaged global fanbase, strong cultural footprint (including sustainability and women’s sport), and the star power of Son Heung-min all help maintain their commercial standing. A modern stadium and advanced digital infrastructure only strengthen the club’s appeal.
Back with a bang: Leeds and Sunderland return as strong sponsorship contenders
Two of Northern England’s most storied clubs, Sunderland and Leeds United, return to the Premier League with strong Premier League fair market sponsorship valuations and the potential to attract serious commercial partners.
Sunderland, back in the top flight for the first time since 2017, have retained a large, loyal fan base through years in the lower leagues. With the Stadium of Light set to host Premier League giants and the return of the Tyne-Wear derby, their front-of-shirt and sleeve assets are valued at £6.8 million and £2.8 million respectively. If secured, those figures could mark a financial turning point for a club once burdened by off-field instability.
Leeds United, another club with passionate backing and national relevance, return with a front-of-shirt valuation of £4.7 million and £1.5 million for the sleeve. While those values place them 17th in the league table, they represent a solid platform from which to build, both commercially and on the pitch.
With loyal audiences and cultural relevance on their side, both clubs now offer compelling propositions for the right sponsors looking to tap into Premier League excitement with a proud northern edge.
View sleeve sponsorship values here.
Visit the bottom of the page here for the full methodology.
