A couple of days ago, I was reading a wikipedia summary of the 2004-05 seasons and my eye caught the table of kit sponsors for that season. I saw quite a few unfamiliar names that I decided to investigate how much kit sponsors have changed since 2004.
So I made this bar graph.
…patience…will take a few seconds to load…
After the 2006-07 premier league season, Diadora, Airness, Hummel, Lonsdale, Jako, Joma, JJB all dropped out of the Premier League never to return again (actually Joma returned in 2016 as kit sponsors of Swansea City).
From 14 companies sponsoring 20 premier league teams to 8 sponsoring 20 the next season. Umbro jumped from sponsoring just Everton in the 2006-07 season to sponsoring Everton, Wigan, Blackburn, West Ham, Birmingham City, Sunderland (Sunderland and Birmingham were newly promoted) in the next season.
I wonder if there was a cause for this?
All of these sportswear brands, except the now defunct JJB, are still in existence but have gone on to reinvent themselves, sponsor little teams in smaller divisions, or exited the football market altogether to focus on other sports.
Big money football is all Adidas and Nike now.