@hilariousetc  True, a clause like that ("contract termination" or "a % reduction from the annual payment" clause is triggererd in case the team fails to stay in the EPL) could exist. But, regarding termination of contract, we do have some cases where both parties (sponsor and football club) mantained the sponsorship deal even though the team was relegated to the Championship.

In 2018, Fulham was promoted to the PL and a gambling company immediately signed a 2 year contract with the club ^[1]. But as we all know, Fulham had a pathetic run in the EPL (only 3 wins in the 18/19 season) and were relegated to Championship in 2019. But the sponsorship deal was not terminated as we can see on Fulham's 19/20 kit ^[2].

Another example was Sunderland. Back in 2016, a gambling company renewed their sponsorship with the club for 3 years ^[3] while they were in the top flight, but unfortunately, the team was relegated to Championship in the 16/17 season, but, the deal was not terminated the following season ^[4]. Obviously, things changed when Sunderland was relagated to 3rd division and the deal was terminated.

If there is a termination clause here, I suppose the club also has a clause where they'll ask for remuneration upon early termination of contract, no? Anyways, would like to hear from Steve about this whole sponsorship deal. Oh, and to everyone here, sorry if this is too off-topic

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1. https://www.sportspromedia.com/news/fulham-shirt-sponsor-dafabet-record
2. https://shop.fulhamfc.com/kit/1920kit/1920kit/2622_1920-fulham-football-club-home-shirt-adult.html
3. https://sponsorship.sportbusiness.com/news/sunderland-retains-dafabet-as-main-sponsor/
4. https://www.classicfootballshirts.co.uk/2017-18-sunderland-away-shirt-bnib.html