Revealed: Premier League sleeve sponsorship values as gambling set to boost market by 40%
Sleeve sponsorship has quietly transformed from an experimental bolt-on into one of the Premier League’s most commercially powerful assets, and its value is about to rise even further. With the front-of-shirt gambling sponsorship ban coming into effect in 2026/27, many gambling brands are expected to shift to the sleeve. On average, gambling brands pay 38% more than the market average, fuelling a significant increase in sleeve sponsorship value across the league.
Almost every club in the Premier League has an active sleeve sponsor, and while deal sizes still vary, The Sponsor’s 2025 fair market sponsorship values report shows a growing sense of order and real momentum. The average fair market value for a sleeve deal is now £7.2 million, with some clubs commanding far higher figures and others sitting on underleveraged assets.
Premier League Sleeve Sponsorship Values
How the gambling ban will impact the sleeve sponsorship market
The incoming ban on front-of-shirt gambling sponsors may cause short-term disruption for some clubs, but it’s also expected to supercharge the value of the sleeve. As gambling operators lose access to the most prominent real estate on the shirt, many will look to reposition themselves on the sleeve, which remains outside the scope of the regulation.
That could see average sleeve values jump by up to an average of 38%, creating a windfall for clubs that can offer both scale and visibility. For clubs further down the table — such as Fulham, West Ham, Crystal Palace and Nottingham Forest — this shift represents a significant commercial opportunity. The sleeve is about to become the last place gambling brands can play.
Follow The Sponsor on LinkedIn here to access the upcoming article covering the impact of the gambling sponsorship ban on the fair market sponsorship value of Premier League clubs.
Manchester City’s OKX sleeve sponsorship sets the benchmark
The standout figure in this year’s data is Manchester City’s £55 million deal with OKX, a partnership that includes wider rights but anchors around the sleeve. City’s sleeve is valued at £27.5 million, meaning OKX is paying nearly £28 million above the market rate. While exceptional, the deal shows how far the ceiling has risen for top-tier clubs with global audiences and smartly integrated activations.
Undervaluation at the top: Liverpool and Expedia
Liverpool, for example, has one of the league’s most powerful commercial profiles, with a sleeve asset worth £31.4 million. Yet current partner Expedia is reported to be paying just £15 million, £16.4 million below fair value. It’s a significant gap and one that may prompt tough questions when the deal comes up for renewal.
That undervaluation is even more glaring when compared to Manchester United’s £20 million sleeve partnership with DXC Technology, despite United’s sleeve being worth £11 million less than Liverpool’s. If Liverpool are league champions commercially, they’re still leaving money on the table.
Chelsea, Arsenal and Visit Rwanda: Rethinking sleeve sponsorship
Arsenal’s longstanding partnership with Visit Rwanda has drawn criticism not just for political reasons, but also for commercial value. The £10 million deal is undervalued by £4.9 million, based on The Sponsor’s fair market estimate of £14.9 million.
Chelsea, meanwhile, recently replaced their £8 million Fever sleeve deal with a new agreement with Live Nation. While financial details haven’t been confirmed, Chelsea fans will be hoping the deal is closer to the club’s current sleeve valuation of £13 million.
A Diverse and Maturing Market
Sleeve sponsorships are now being filled by a broad mix of sectors from crypto (OKX) and tech (DXC Technology) to tourism (Visit Rwanda), entertainment (Live Nation) and gaming (Angry Birds). This diversity shows how clubs are beginning to treat the sleeve as a serious, standalone opportunity, rather than a secondary upsell.
With increased visibility, growing brand appetite, and a regulatory change that shifts demand directly toward the sleeve, this sponsorship category is entering a new phase of commercial significance. For clubs willing to package and price the asset correctly, the sleeve is no longer an afterthought, it’s a goldmine.
The Sponsor's fair market methodology can be found at the bottom of the page here.
