In the past, Nike and Adidas dominated the soccer kit market in the English Premier League (EPL). However, this is no longer the case as new kit providers have entered the scene. In the 2021-22 season, there were ten different kit providers, but this number has decreased to seven in the 2024-25 season. Adidas currently leads the pack by providing kits for seven EPL teams, closely followed by other competitors like Nike and Umbro.
One notable newcomer to the kit provider scene is SUDU, a sportswear firm that is now the kit provider for Wolverhampton Wanderers. This unique partnership between SUDU and Wolves challenges the traditional model of teaming up with big global brands like Nike and Adidas. Additionally, companies like Castore, Macron, and Puma also provide kits for EPL teams, with Puma’s deal with Manchester City being one of the most lucrative in the league at £65m per season.
Shirt sponsorships are another significant source of revenue for EPL clubs, with some clubs generating substantial income from these deals. Man City and Arsenal have lucrative deals with companies like Etihad Airways and Emirates, respectively. However, there is a two-tier system in the EPL, with some clubs securing high-value sponsorships while others settle for less lucrative deals.
Despite regulations prohibiting gambling companies from sponsoring shirts, many EPL clubs still have gambling-related sponsors. Other industries like financial services, airlines, entertainment, and hospitality, and semiconductors also sponsor EPL shirts. Ipswich Town, for example, has a unique sponsorship deal with musician Ed Sheeran, whose shirts promote his world tour and album.
Chelsea is currently the only EPL club without a front-of-shirt sponsor, as they await a mega-bucks offer following their absence from the UEFA Champions League. The club turned down less lucrative deals and is holding out for a high-value sponsorship deal. In contrast, clubs like Manchester City and Manchester United have secured multi-million-pound deals for their shirt sponsorships.
Overall, the changing landscape of kit providers and shirt sponsorships in the EPL reflects the league’s evolution into a more commercialized and lucrative industry. The competition among brands to secure deals with top clubs highlights the financial stakes involved in modern soccer.