England: How much are PL naming rights worth?

source: DuffandPhelps.co.uk; author: michał

England: How much are PL naming rights worth? To secure a naming rights deal in Premier League you only need £300,000 per year. But to buy the most expensive name it's 87 times that amount! Here's the latest valuation by Duff & Phelps.


Earlier today valuation and corporate finance advisor Duff & Phelps released the latest estimates for Premier League naming rights value. Overall the market has spiked by 80% in just the last 5 years, from £74.6 million in 2013 to £135.6 million in 2017.

While immensely impressive, this pool isn't evenly spread, quite the opposite. Overall clubs from just three cities (London, Manchester and Liverpool) could count on 84% of the total naming rights budget for the league. Just the six top clubs have naming rights worth 78% of Premier League's naming rights potential.

£300,000 is the lowest price (Huddersfield), £26.2 million is the highest and, incidentally, one that will not be sold to a sponsor any time soon: Old Trafford.

It's worth noting that the mentioned values differ from expectations of specific clubs or stadium managers.

As an example Tottenham have previously indicated that £400 million over 20 years is their goal, which would make it £20 million per annum (some suggestions have even put it at 25 million), above the £15.5 million estimate from the latest valuation. Similarily, the estimate for Chelsea is a very blurry one, as a lot will surely change before they move to the new and potentially sponsor-branded Stamford Bridge.

At London Stadium it was thought in 2016 that the name would sell for £6 million per year (LLDC estimate), which was verified downwards last year, when proposed Vodafone deal leaked, priced at £3.33 million annually. You can see the full list below:

1 EPL Manchester United  Old Trafford  £ 26.2 million
2 EPL Manchester City  Etihad Stadium  £ 19.1 million
3 EPL Chelsea FC  nowe Stamford Bridge  £ 17.7 million
4 EPL Tottenham Hotspur  nowe White Hart Lane
 £ 15.5 million
5 EPL Arsenal FC  Emirates Stadium  £ 15.3 million
6 EPL Liverpool FC  Anfield  £ 11.1 million
7 EPL Stoke City  bet365 Stadium   £6.3 million
8 EPL West Ham United  London Stadium  £ 4.8 million
9 EPL Newcastle United  St. James' Park  £ 3.6 million
10 EPL Everton FC  Goodison Park  £ 2.8 million
11 EPL Leicester City  King Power Stadium  £ 2.7 million
12 EPL Swansea City  Liberty Stadium  £ 2.6 million
13 EPL Southampton FC  St. Mary's Stadium  £ 2.0 million
14 EPL Brighton & Hove Albion  Amex Stadium  £ 1.2 million
15 EPL Crystal Palace  Selhurst Park  £ 1.1 million
16 EPL Burnley FC  Turf Moor  £ 1.0 million
17 EPL West Bromwich Albion  The Hawthorns  £ 900,000
18 EPL Watford FC  Vicarage Road  £ 800,000
19 EPL AFC Bournemouth  Vitality Stadium  £ 600,000
20 EPL Huddersfield Town  John Smith's Stadium  £ 300,000