With the new season of the English Premier League already underway, its clubs have not just been busy announcing new signings, as many continue to unveil a host of new sponsors and partners. Once again, cross-border payments companies have been amongst those betting biggest on the sport.
USDC stablecoin issuer Circle became the latest company to make waves in the space last week, becoming Chelsea’s new front-of-shirt sponsor. For at least the remainder of the 2026/27 season, the club’s kits will feature ‘USDC by Circle’. The move comes as Circle increasingly targets retail investors in its earnings, with the sponsorship having the potential to reach billions of eyes worldwide. This follows Chelsea’s existing partnership with TMGM, its official regional online FX and trading partner in the Asia-Pacific region – with the company’s logo appearing on the back of Chelsea’s kit for all of its FA Cup games this season.
Last season, 11 of the league’s 20 teams donned gambling sponsors on their kits. However, after Premier League clubs voted to ban the industry from front-of-shirt sponsorships from this season onwards, a significant opportunity for other industries to compete for the spots opened up. Cross-border payment-related companies became some of the biggest beneficiaries of the change, with FX trading platform CMC Markets and FX service provider Marex Group becoming the primary shirt sponsors for Everton and Nottingham Forest respectively – both of which had gambling sponsors last season.
Standard Chartered has entered the 17th and final year of its existing sponsorship deal with Liverpool that began in 2010; it is unclear whether the two entities will extend their relationship. PayPal is also sponsoring Liverpool, having become the Reds’ official digital payments partner in November last year. American Express is continuing its long-standing relationship with Brighton & Hove Albion, which includes stadium naming rights and kit sponsorship, while digital bank Monzo is sponsoring newly promoted Coventry City for a third consecutive season.
Elsewhere, global payment platform Ebury became the official FX partner of Ipswich Town in July, following similar partnerships with Aston Villa and Fulham in 2025. Tottenham Hotspur’s partnerships with Ant International and Kraken, which both began in 2024, also continue into the new season.
Overall, 85% of Premier League clubs have at least one cross-border payment-related sponsor, with only Crystal Palace, Leeds and Hull City without one. However, Sunderland is the only team in the league yet to announce its front-of-shirt sponsor, which may mean there’s a chance one more cross-border payment company could secure a spot front-and-centre for the forthcoming season.
