The Ten Most Valuable Premier League Kit Deals
Oct 14, 2016, by Pat
Update: Chelsea's Nike contract has been confirmed by club and brand. See how it compares to other major Premier League jersey deals below.
As the TV contracts improve season after season, the Premier League's kit deals find it hard to keep pace - yet they still provide a valuable source of income for the biggest clubs. Here are the ten biggest Premier League kit supplier deals, including the new Chelsea and Spurs contracts.
10 Most Valuable Premier League Kit Supplier Deals
Check out the ten most valuable Premier League kit supplier contracts from 2017-18 below.
| Team | Brand | Value (£/m) | From | Until | Value (€/m) | Value ($/m) |
|---|---|---|---|---|---|---|
| Manchester United | Adidas | 75 | 2015 | 2025 | 86.6 | 97.3 |
| Chelsea | Nike | 60 | 2017 | 2032 | 69.3 | 77.8 |
| Arsenal | Puma | 30 | 2014 | 2019 | 34.6 | 38.9 |
| Liverpool | New Balance | 28 | 2012 | 2018 | 32.3 | 36.3 |
| Tottenham | Nike* | 25 | 2017 | 28.9 | 32.4 | |
| Manchester City | Nike | 12 | 2013 | 2019 | 13.9 | 15.6 |
| Everton | Umbro | 5 | 2014 | 2019 | 5.8 | 6.5 |
| Southampton | Under Armour | 4 | 2016 | 2023 | 4.6 | 5.2 |
| Sunderland | Adidas | 4 | 2014 | 2020 | 4.6 | 5.2 |
| West Ham | Umbro | 4 | 2015 | 2020 | 4.6 | 5.2 |
*Unconfirmed
Manchester United's record-breaking Adidas deal easily tops the ranking, even considering Chelsea's new Nike contract. Manchester City's Nike contract sticks out for being relatively low at just £12m a year, but the club is reportedly already in talks to renegotiate with the US brand. Leicester City's Puma deal, last updated before the title-winning last season, dwarfs in comparison and is said to be worth just around £1m per season.
Looking at it in terms of brands, Nike has three teams in the list, with Adidas and Umbro following with two each. New Balance, Puma and Under Armour are represented once each.
In terms of renewals, something can be expected in regards to Liverpool during the second half of the current season, while Arsenal and Manchester City should also be able to significantly improve their deals in the near future.
Premier League Kit Contracts - Spending by Brand
| Brand | Spending (£/m) | €/m | $/m |
|---|---|---|---|
| Nike | 97 | 112 | 125.8 |
| Adidas | 81 | 93.5 | 105 |
| Puma | 28 | 32.3 | 36.3 |
| New Balance | 25 | 28.9 | 32.4 |
| Umbro | 9 | 10.4 | 11.7 |
This overview shows that Nike tops the list with a combined spending of almost £100m a season, followed by Adidas, Puma, New Balance and Umbro. Macron, Under Armour, Joma and Dryworld also sponsor Premier League teams, but are not significant enough to be included.
Which of these Premier League kit deals offers the best value for its money? Where did a supplier overpay? Share your thoughts below.
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No More Puma: Brain Dead UD Ibiza 26-27 Away Kit Released
Spanish club UD Ibiza has officially released its new away kit for the 26-27 season, crafted by creative collective and technical sponsor Brain Dead. Following the takeover from Puma earlier this summer and the previous unveilings of their home and third shirts, this release completes the island club's match collection for the campaign.
The Brain Dead UD Ibiza 26-27 away jersey delivers a bold aesthetic inspired directly by the sargantana ibicenca (the Ibiza wall lizard), an enduring symbol of the island's natural identity. The kit channels the reptile's distinct scales into a contemporary camouflage pattern, blending blurred digital textures in shades of toxic green, moss, and deep black across the entire front, back, and sleeves.
Contrasting the chaotic camouflage base, all accents and club emblems are rendered in a striking electric yellow monochrome, including the UD Ibiza crest, Brain Dead's signature head profile logo, and sponsor branding. The design is finished with a neat black crew-neck collar, matching black sleeve cuffs tipped with white piping, and clean white stripes tracing down each flank.
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Manchester City striker Erling Haaland has been spotted wearing his upcoming Nike Phantom 6 signature boots in training with the Norwegian team, confirming the exclusive leak from Footy Headlines. Created for the 26-27 season, the custom pair provides the first look yet at the high-end edition of the Norwegian star's next official on-pitch release.
The new signature boots feature a light blue base. A standout cloud-like graphic wraps around the heel and rear portion of the boot, adding a unique personalized touch to the design. Built on the Phantom 6 framework, the cleats boast Nike's Gripknit material across the upper for optimal ball control alongside the Cyclone 360 soleplate for rotational traction.
Nike is set to launch the Erling Haaland 26-27 signature boots on October 1.
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The Nigeria Football Federation (NFF) is set to part ways with Nike after an 11-year partnership and make a high-profile return to Adidas starting in January 2027. The switch will conclude an era with the Swoosh that began in 2015 and produced some of the most iconic and culturally celebrated football shirts of recent times, headlined by the viral 2018 World Cup collection.
The new agreement with Adidas is worth an estimated $8.5 million per year, making it the largest publicly disclosed kit deal in African football history. The contract breaks down into $4.5 million in cash alongside $4 million in kits, equipment, and apparel annually, accompanied by a 20% royalty on official merchandise sold in Nigeria. Nike's long-standing contract had remained static at around $1.5 million in total annual value, and the US brand ultimately declined to exercise its right to match Adidas' significantly enhanced proposal.
This marks a return to the Three Stripes for Nigeria for the first time since 2014. Adidas famously outfitted the Super Eagles during key eras of their history, including their World Cup debut in 1994 and their Africa Cup of Nations triumph in 2013. In tandem with the team sponsorship, Adidas plans to expand its retail footprint across Nigeria to over 30 stores, ensuring vastly improved distribution and accessibility of official gear for supporters.
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The India 26-27 home shirt features a vibrant light blue base combined with bright orange accents on the side panels, V-neck collar, and sleeve cuffs. Subtly woven into the fabric is a peacock feather jacquard pattern, complemented by patterned ethnic-inspired taping running down the shoulders and golden piping framing the front. In line with the rest of the collection, the AIFF crest is centrally aligned on the chest, with the Nivia logo situated just below.
Completing the range, the away jersey arrives in dark blue with clean white contrast piping along the collar, cuffs, and shoulder inserts for a classic aesthetic. The third kit switches to an energetic saffron orange look accented by rich blue side panels and sleeve trim, mirroring the shoulder pattern details from the primary strip.
