Coventry City’s financial plans will reach unprecedented new heights for the club if they are successful in promotion back to the Premier League.
Currently top of the Championship, 11 points clear of the play-offs, the Sky Blues are on course to return to the top flight with just seven games to go.
The promotion is worth up to £200million, including £122m in broadcasting rights alone before corporate sponsorship is taken into account, including a coveted and lucrative shirt sponsor.
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The group has had digital bank, Monzo, as their main partner and name on their shirts for the past two years. The first one-off deal was made in 2024/25 and was extended by 12 months for the current campaign, where the team’s kits were presented in Monzo’s signature colour, hot coral. And Doug King has confirmed that the “really good” relationship will continue in the future.
According to football financier Kieran McGuire, historically, shirt sponsorship has risen from around £500,000 in the Championship to £8million in the Premier League.
But the City boss explained that these figures are about to change as all top flight clubs have agreed to voluntarily remove all gambling supporters from their matchday shirts from the start of the 2026/27 campaign in a bid to reduce gambling advertising.
“Having been cleared for next season in the Premier League, those numbers are nowhere near what they were,” said City’s chief executive, speaking to CoventryLive.
I understand that there are still a lot of teams that still haven’t got shirt sponsors and their gambling sponsors have left.
Before King took over in January 2023, the club’s main sponsor was the gambling company BoyleSports but the 59-year-old quickly ended that, switching to his brother’s company, King of Shaves, for the 2023/24 season before agreeing a deal with Monzo, whose chairman Skyff Blueman was a lifelong supporter.
“You know how I feel about a shirt with a gambling sponsor on the front, so we shouldn’t have one,” King said.
“We love Monzo as a business and what they’re trying to do, how they’re trying to build their business – the hustle, the 14 million English customers in the UK, fintech (financial technology), innovation… They suit us.
“I think it’s a great thing. It feels right and it makes sense, so it will be a pleasure to see them first and be proud next year when we hope to beat the Premier League.”
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