The distance between Premier League clubs and their shirt sponsors has significantly increased over the years due to globalisation and advances in technology. Sponsor companies are now seeking wider influence and global markets, rather than just cash from fans. Companies in booming economies of the past, like Japan, have become less common as shirt sponsors, while newer money from the Middle East is being invested in sponsorship deals. These partnerships offer more than just advertising, with access to private boxes, photoshoots with players, and potential political leverage.