Arsenal can expect a considerable financial boost from commercial partners if they end their 22-season wait for the Premier League title, says football finance expert Kieran Maguire.
Mikel Arteta is preparing his side to face Chelsea on Sunday, by which time the gap at the top of the table may have narrowed to two points.
The Gunners had to field questions about their mentality after blowing a 2-0 lead at Wolves last week. Thumping an admittedly dismal Tottenham in the derby at the weekend was the response, so confidence is high at Arsenal HQ, but so too are the stakes.
Arsenal are desperate to avoid becoming the first team in Premier League history to finish 2nd in four successive campaigns. Psychologically, that would leave deep scars. However, the financial stakes – in terms of prize money, at least – are surprisingly low.
Fill the blanks: On Sunday, the score will be Arsenal _ Chelsea _.
Each place in the Premier League is worth around £3m. And the difference between 1st and 2nd is no different. In total, this season’s champion will probably earn north of £175m in total.
But as University of Liverpool football finance lecturer Kieran Maguire explains in exclusive conversation with Arsenal Insider, the benefits extend far beyond that initial payout.
Arsenal’s commercial income will soar with Premier League glory, says Kieran Maguire
This week, Arsenal released their financial statements for 2024-25.
Among the figures was detailed another rise in commercial income, from £218m in 2023-24 to £263m last term.
The North Londoners have given their sponsorship, retail and events department some real TLC in recent years, particularly with their efforts to make the club a fashion brand, à la Paris Saint-Germain.
In terms of sponsorships meanwhile, a new partnership with Deel has been announced which is expected to evolve into a £20m-a-year shirt-sleeve deal from next season.
Further down the sponsorship pyramid, the commercial department – led by Juliet Slot and, at Kroenke Sports & Entertainment level, Olly Dale – have focused on deepening their portfolio, the number of exclusive categories they can offer to would-be partners, and giving sponsors maximum value through smart marketing and activations.
So, while Arsenal are already swaggering along quite nicely, how would Premier League glory further bolster the finances aside from prize money?
“Arsenal will be desperate to avoid becoming the Jimmy White of the Premier League,” says Maguire, host of the Price of Football podcast and football finance lecturer at University of Liverpool, in exclusive conversation with Arsenal Insider.
“Sponsors want alignment with success. They want to show their products alongside a big shiny trophy when they are marketing. Sponsors will also be paying major bonuses if Arsenal win the Premier League too.
Arsenal’s commercial/matchday income is BOOMING
Apart from expanding the Emirates, what else can the Kroenkes do to increase revenue?
“While Arsenal’s aim at the start of the season is to finish in the top four or five, because that is where the best return on investment is, winning the Premier League is now central to their strategy too.
“It will allow them to go to existing sponsors and markets and say: ‘Do you want to get into bed with Arsenal, the champions?’ People in the world of marketing like that. It’s a winner in negotiations.”
Arsenal’s biggest sponsors are Adidas, Emirates, Visit Rwanda and Sobha Realty.
Between them, those deals are worth in the region of £150m annually.
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