Gallery: What Is The Potential Value Of Premier League Naming Rights?

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Following a thrilling end to the 2018/19 Premier League season, Duff & Phelps looks at the value of each of the division's 'Big 6' teams.

Photo: Nick Potts/PA Wire/PA Images

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Manchester United – £26.8m

Manchester United is the most valuable Premier League club with regard to naming rights and arguably the biggest brand in world football.

Duff & Phelps estimates naming rights for the iconic Old Trafford would cost a sponsor £26.8m a year. 

The estimate is also greater than any deal in the NFL, with the exception of the Dallas Cowboys.

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Manchester City – £21.9m

The current Premier League champions – and United's cross-town rivals – are the second-most valuable team.

However, it is difficult to see City Football Group and its owner Sheikh Mansour relinquishing the branding opportunity the Etihad Stadium offers them.  

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Tottenham Hotspur – £17.5m 

According to Duff & Phelps, Spurs' UEFA Champions League hopes "provide a further premium to be paid" by any sponsor wanting to have their name attached to "arguably the best stadium in Europe", which was completed in April after lengthy delays. 

It added: "There is also less risk of fan backlash and negative publicity as any potential deal would not involve changing the name of a historic stadium that is sentimental to fans."

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Liverpool – £16.9m 

Still as yet to claim a Premier League title, Liverpool's dreams were delayed for at least another year in the final weekend of the season.

Duff & Phelps said that while the club's Champions League final hopes boost its value, it is the polar opposite to Tottenham with regard to the influence of its fan base on naming rights.

It explained: "While Liverpool does offer huge marketing potential, it is unlikely that a brand will enter the market in its infancy to change the name of the historic Anfield ground after observing the backlash."

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Chelsea – £16.8m

At time of publication, still the only London club to win the Champions League, Chelsea surprised many this season by securing third place in the Premier League as well as two cup final spots. 

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Arsenal – £16.7m 

Of the six teams that have a naming rights deal in place, renaming the Gunners' 60,260-capacity Emirates Stadium would cost a sponsor £16.7m. 

In the wake of a thrilling Premier League season, which saw champions Manchester City keep Liverpool at bay with a single point, global advisory firm Duff & Phelps takes a look at the potential revenue in the naming rights of the division's 'Big 6'. 

In the US, NFL stadium naming rights income is a key contributor to franchise revenues, while in the Premier League, broadcasting revenues are more significant. 

The average stadium naming rights value for the top six NFL teams by revenue is worth £8.9m per season, according to Duff & Phelps, which said it was "reasonable to assume that the Premier League 'Big 6' could command stadium naming rights revenues at least as high as their NFL counterparts".

Michael Weaver, managing director and head of EMEA valuation at Duff & Phelps, said:"Multimillion-pound Premier League shirt sponsorships have been signed, multimillion-pound sleeve sponsorships are being signed, and it is only a matter of time until multimillion-pound stadium sponsorships follow. 

"Brands just have to be courageous enough to take the first step which will bring the market alive. 

"Few would have expected the level of growth we have seen in shirt sponsorship deals, which is why there is a huge opportunity for sponsors to capture value in the stadium naming rights market in Europe. 

"If a sponsor were to take out a long-term, fixed value naming rights contract with a good team this could shield them from paying significantly higher prices in the future as the market matures."

Manchester United, Manchester City, Tottenham Hotspur, Liverpool, Chelsea and Arsenal represent 82% of the firm's £142m estimate of total Premier League naming right. 

Here, we take a look at the value of each.

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