Finance guru: Wolves have just banked £5m as new deal announced
The new Wolves sleeve sponsorship deal is likely worth around £5million over the course of its one-year contract length.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider after Wolves announced the partnership with 12Bet last Thursday (9 June).
The online bookmaker has replaced Bitci as sleeve sponsor on Wolves’ Castore-manufactured kits for the 2022-23 season.
The Molineux club also unveiled AstroPay as their new front-of-shirt sponsor last Tuesday (7 June).
Plumley used other sponsorship tie-ups in the Premier League to calculate the probable value of the sleeve deal.
“I would say the benchmark is around £5m,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.
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“Not all the figures are available, so it is a tough one as you are working on best guesses and estimates. But at the top end of the Premier League, top six clubs can earn around £10m per season.
“Chelsea just signed a £20m-a-year deal with WhaleFin, but they are in the crypto space, so you have to take that with a pinch of salt.
“For a top-half Premier League club, it could be between £5m and £10m. Wolves are fairly well established in the Premier League. They have had top-half finishes for the last three or four seasons.
“I think around £5m seems reasonable based on where they are at the moment.”
Wolves finished 10th in the Premier League in 2021-22.
They posted a £19.4m profit in 2020-21, the last full financial year on record.