Coventry City’s revenue streams will hit new heights that have never been seen before at the club if it is successful in gaining promotion back to the Premier League.
Currently sitting top of the Championship, 11 points clear of the play-offs, the Sky Blues are bang on course for an automatic return to the top flight with just seven games left to get over the finishing line.
Promotion is worth up to £200million, including £122m in broadcasting rights money alone before corporate sponsorship is taken into account including, of course, the coveted and lucrative front of shirt sponsor.
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The club has had digital bank, Monzo, as their principal partner and name emblazoned across their shirts for the last two years. An initial one-season deal was struck in 2024/25 and then extended for 12 months for this current campaign, during which the club’s away kit was even produced in Monzo’s signature colour, hot coral. And Doug King confirmed that conversations are ongoing for the “really good fit” relationship to hopefully continue into next season.
According to football finance expert Kieran McGuire, historically, the front of shirt sponsorship goes up from around £500,000 pounds in the Championship to up to £8million in the Premier League.
But City’s owner explained that those sorts of figures are about to change due to all top flight clubs agreeing to voluntarily remove all gambling sponsors from their matchday shirts from the start of the 2026/27 campaign in an effort to reduce gambling advertising.
“With that removed for next season in the Premier League then those numbers are not anywhere near what they were,” said City’s executive chairman, speaking to CoventryLive.
“I understand that there are still a lot of clubs who still haven’t got front of shirt sponsors with all their gambling sponsors moving off. That was where that money came from and that is no longer there.”
Prior to King’s takeover in January 2023, the club’s main shirt sponsor was BoyleSports gambling company but the 59-year-old swiftly put and end to that, switching to his brother’s company, King of Shaves, for the 2023/24 season before striking up the deal with Monzo, whose chairman at the time was life-long Sky Blues fan Gary Hoffman.
“You know my thoughts on a front of shirt with a gambling sponsor anyway,” said King, “so we would not have had that.
“We love Monzo as a business and what they’re trying to do, how they’re trying to build their business – a disruptor, 14 million English UK customers, fintech (financial technology), creative… They suit us.
“I think it’s a really good fit. It just it felt right and it feels right, and so it will hopefully be a pleasure for them to be front and proud next year as we hopefully hit the Premier League.”
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