Football teams with different shirt sponsors for different competitions

Sponsorship of professional football teams in England

Professional football teams that participate in the either the FA Premier League or the various divisions contained within the Football League often have sponsorship on the front of their shirts.

These teams will often be sponsored by a variety of different companies sponsoring them in different areas of their commercial business. For example a certain alcohol company may sponsor a team meaning that the only alcoholic products available inside the home stadium will be of that particular company. Furthermore certain teams may be sponsored by an airline which means the official overseas packages to see that team’s matches will only use that specific airline.

One of the most lucrative sponsorship deals that a football team can enter into is for the sponsorship of the team kit.

Sponsorship of the team kit

A specific professional football team will play in a kit which is manufactured by a specific sportswear company. The name of that sportswear company will appear on the shirt on the opposite side to the club badge. However, there will be the name of a team sponsor on the shirt also. This is an extremely lucrative contract for the company sponsoring the team as the name of their company will become synonymous with a famous professional football team thus increasing the profile of their company. Accordingly a company may be willing to part with huge sums of money for this privilege.

Is there any regulations in place which govern the sponsorship on football kit for teams playing in England?

The national governing body of football – the Football Association – implements specific regulations in relation to the sponsorship of football kits in English football.

What do these Football Association Regulations state?

 The Football Association clothing regulations state the following:

  • That the name of sponsors can appear in a single area not exceeding 200 square centimeters on the front of the shirt
  • That the name of the sponsor can appear in an area not exceeding 100 square centimeters
  • That the name of the sponsor can appear in an area not exceeding 100 square centimeters on the back of the shorts
  • That the name of the sponsor can appear once only on each sock tie-up in an area not exceeding 100 square centimeters

What is the purpose of the Football Association Regulations?

Despite what many people may argue, the principle reason behind the sport of football is the actual game and the competition rather than specific teams making money.

The FA Rules therefore exist to protect the integrity of the competition in ensuring that teams are not covered in sponsorship detracting from the spectacle of the game.

Is it possible for an English football team to have a different shirt sponsor for the different competitions in which they play?

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For more information on:

  • Is this something which is likely to happen?
  • What was the reasoning behind this?
  • Why did the sponsor decide not to renew?
  • Why will selling sponsorship for different competitions prove a more financially viable system?
  • What are the potential issues with implementing this kind of scheme?
  • Will this sponsorship scheme be going ahead for the next FA Premier League season?