Finance guru: Premier League chiefs may be sabotaging Wolves amid 'exclusive' claim
It is possible that the Premier League’s rules around shirt sponsorship may be holding the likes of Wolves back from earning even more commercial revenue.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the top-flight’s advertising regulations.
Premier League sides are currently allowed both a front-of-shirt and sleeve sponsor on their kits, unlike other leagues in both the UK and around Europe where back-of-shirt deals are also permitted.
Wolves announced a new primary sponsorship deal with AstroPay earlier this month (7 June) and have also unveiled 12Bet as their sleeve sponsor for 2022-23.
But Plumley suggests that, if Wolves could strike the right balance of “exclusivity” and advertising space, they could push their commercial income through a third kit sponsor.
“It’s all about trying to maximise the number of sponsors possible on a shirt and we can see there is scope for a little bit more there,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.
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“But also, a lot of front-of-shirt deals are signed with exclusivity in mind. You are the title sponsor and it’s only your logo on the front of the kit.
“It would be a balancing act. If you go for more quantity, does that increase overall value? Or, can we actually get more money for less? That is in the sense that you’re selling that exclusivity. It all depends how you approach it.”
Wolves, who announced a surplus of £18.4m, were one of the only Premier League sides to turn a profit in 2020-21.
They begin their pre-season ahead of 2022-23 against Spanish side Alaves on 20 July.