Professional Footballers’ Association Expands Premier League Fan Awards Partnership in New Multi Year Deal

The Professional Footballers’ Association has strengthened its commercial footprint across the Premier League and English football after announcing a new multi year agreement with Select Car Leasing for the PFA Fans’ Player of the Month awards programme. The partnership will run until the end of the 2027-28 season and expands an existing collaboration between both organisations that first began in 2020.

Under the renewed agreement, Select Car Leasing will become the official partner of the PFA’s fan voted monthly awards across the Premier League, EFL, Women’s Super League, and WSL2 competitions. The company will feature heavily across digital campaigns, supporter engagement initiatives, and social media activations linked to the awards platform.

Patrick Coyle, Chief Operating Officer of the Professional Footballers’ Association, described the awards as “an important connection point” between players and supporters across English football. Select Car Leasing CEO Mark Tongue also emphasised the importance of recognising players who “get supporters off their seats” during matches.

The partnership reflects a wider commercial trend across the Premier League and European football where brands are increasingly investing in fan engagement properties rather than relying solely on traditional stadium sponsorships. Monthly fan voting campaigns and digital activations have become valuable assets for football organisations seeking year round audience interaction.

Industry analysts believe supporter driven award systems now offer sponsors stronger digital visibility and measurable fan interaction compared to conventional advertising placements. The PFA’s monthly awards have grown into one of English football’s most recognisable fan participation campaigns, with supporters directly influencing player recognition across multiple divisions.

The announcement also arrives during a period of continued global commercial growth for the Premier League, which remains one of the world’s most valuable sports properties through broadcasting, sponsorship, and digital engagement expansion. Football organisations have increasingly prioritised interactive fan ecosystems as younger audiences consume content through mobile and social platforms.

The renewed agreement further strengthens the PFA’s commercial partnerships portfolio while giving Select Car Leasing expanded year round exposure across English football audiences.

Sportscape feels that fan engagement properties are rapidly becoming one of football’s most commercially valuable sponsorship categories beyond traditional broadcast visibility. Partnerships linked to supporter interaction and digital voting campaigns could increasingly shape how brands approach sponsorship strategy within the Premier League ecosystem.