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Nearly two decades ago, it would have been unheard of to see any external branding on a football shirt other than the club name and logo. Now, companies are queuing to secure space on the kit of top Premier League teams.

Since the early 90’s, there have been a range of logos appearing on Premier League shirts. There was a period where financial services and consumer electronic goods were the top sponsors, and at some point it was alcohol companies who led the pack. Over the seasons we’ve seen the top league teams sporting shirts branded with airline logos, financial institutions, and more recently, online betting companies. These are clear indications of changing trends and one could even say evidence of which companies are most desperate for awareness. Nonetheless, football shirt sponsorship has become one of the most sought after advertising mediums simply because of its cost effectiveness and the vast global reach that the Premier League offers.

Shirt sponsorship is ideally about getting your brand exposed to as many people as possible – and the Premier League definitely offers that. With exposure comes association; this means that brands who advertise on top football shirts immediately become household names, just like the teams they sponsor. Sponsorship deals have become a very lucrative endorsement for clubs, with numbers climbing in excess of £280 million in the current season.

In the 2000’s, one would not expect to have seen a casino logo on any football shirt, as regulations had put a ban on such branding. In the last decade or so, however, betting companies now sponsor at least nine Premier League clubs. One such company is , , a leading sports betting facility which offers a wide selection of local and international sporting events with secure online betting options.

Betway is the primary sponsor for UK’s West Ham United and prominent African clubs like Ashanti Gold and Mathare FC. Their generous deals have gone beyond just shirt and playing kit sponsorship. Securing a sponsorship deal means bigger and better training facilities and more opportunities for exchange programmes and coaching opportunities across leagues.

The key idea behind Premier League shirt sponsorship is to create positive brand association between companies and the teams they sponsor. Betway has benefitted from this because more often, the same audiences who are watching Premier League matches are the same customers who will be betting on these teams. Shirt sponsorship still remains one of the most effective means of advertising and also offers clubs a hefty injection to achieve their expansion objectives.

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Legendary Chelsea defender predicts Liverpool’s Premier League fortunes this season



Former Chelsea skipper John Terry has provided his predictions for the Premier League top four this season and he believes Liverpool will be joined by Manchester City and Chelsea. He then added that Manchester United and Tottenham Hotspur would be left to fight for the fourth position. (h/t the Daily Mail)

“My top three for this season will be decided between City, Liverpool and Chelsea,” Terry said in an exclusive interview with the Daily Mail.

“That leaves United and Spurs fighting for fourth.”

As things stand, both Liverpool and Chelsea are joint leaders alongside Watford – with four wins from their first four fixtures. Defending champions Manchester City are fourth after dropping two points in their 1-1 draw against Wolverhampton Wanderers.

Tottenham Hotspur are fifth, having lost one of their first four fixtures, while Arsenal and Manchester United currently find themselves in ninth and tenth respectively.

Liverpool have started in a stunning manner, winning four out of four games as we stepped into the international break with a 100% win record. The Reds have scored nine goals and conceded just one in four outings, which makes for pretty impressive reading.

A number of players have started well this season, while some are yet to impress. There seems to be an extra hunger to score goals and although the season has a long way to go, the early signs are promising.

Read more: Fan rant of the day: Leadership rides high at Liverpool after a long time and it’s not about Henderson

After the international break, the Reds travel to Wembley to face Tottenham Hotspur in what is expected to be a mouthwatering clash on Saturday. Let’s hope our boys perform to their best and keep the winning momentum going.

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£13.5m Liverpool star explains how he can help the Reds win the Premier League



Xherdan Shaqiri believes his experience can prove vital in Liverpool’s pursuit of the Premier League title.

Shaqiri, 26, joined Liverpool from Stoke City for a £13.5m, after the Potters were relegated to the Championship at the end of last season. The 26-year-old spent two-and-a-half years at Bayern Munich and was part of the squad that won two consecutive league and cup doubles.

The nippy forward also won three Swiss league titles with Basel and Shaqiri now wants to add to that trophy haul with the Reds.

“The aim is for the club to win something – that has to be the goal of our team,” Shaqiri told

“We have to take every game and try to win it, then close out from your mind the last game you won and think: ‘OK, we go forward now and look to the next game.’ It is like this that you win titles and I hope we are going to do that this year.

“First of all, we want to try to play very good football. But we also know it is not always the case that good football wins, so we need to know how to win games – that’s important – and to be competitive with other teams.

“As a new player I want to show my football. Most of the players know me already from the Premier League and from Bayern and I have a good amount of experience.

“I won many titles with Bayern and I want to try to give this experience to this Liverpool team which is still young and try to help them win something.”

Jurgen Klopp brought in Shaqiri to provide competition to our devastating attacking trio of Mohamed Salah, Roberto Firmino and Sadio Mane, who scored 91 goals between them last season. We have won all four of their Premier League games this term but Shaqiri has been limited to just two cameo appearances so far.

Read more: “I‘m confident Liverpool will be battling with them” – Former Red claims team will make it tough for Manchester City

However, the diminutive attacker made a case for his selection as Switzerland crushed Iceland 6-0 in the UEFA Nations League. Despite the Swiss ace’s fine show in national colours, it is tough to see him displace his fellow forwards in Klopp’s first-choice XI.

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Not Mane or Salah – Jurgen Klopp speaks out about £10m Liverpool star’s future



Andrew Robertson

Liverpool manager Jurgen Klopp paid tribute to Andy Robertson after the left-back led Scotland out at Hampden Park for the first time during the international break.

Robertson, 24, endured a slow start to his Anfield career following his £10m move from Hull City last summer. However, he gradually picked up the tempo and has now made the left-back position his own.

Now integral to both club and country, Klopp has praised the defender for his hunger, desire and leadership abilities. Robertson’s first match as captain was one to forget as Scotland suffered their worst home defeat since 1973, losing 4-0 to Belgium on Friday. But that did not stop our gaffer from heaping praises.

“Andy is a fantastic fella. He is a very smart and nice person. He can be a leader in the future, 100 per cent,” Klopp told

“He made big steps in the last one-and-a-half years since we worked together. That’s really cool. He has made big steps in the last four or five years since he started his career. So it’s a nice story.

“He is still young but he is a leader already and he will be even better in that in the future.”

Robertson has enjoyed a remarkable rise over the last few years. After all, he was playing lower league Scottish football for Queen’s Park in 2013 after being rejected by Celtic early on in his career.

Read more: Liverpool star stays positive despite being ruled out for entire season

The Scotsman is an attacking full-back, whose speed down the left flank is simply thrilling to watch. From getting rejected by Celtic to playing Champions League football for Liverpool, Robertson indeed has come a long way.

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