Chelsea and Sunderland are the only two Premier League clubs beginning the 2026-27 campaign without a front-of-shirt sponsor, a situation shaped by contrasting circumstances but tied together by a league-wide shift away from gambling advertising.year successconsutive season Chelsea have started a campaign with a blank space on the front of their jerseys, having previously relied on short-term arrangements. Last term, artificial intelligence and software firm IFS filled the role for the final three months of the season, following similarly brief partnerships with Infinite Athlete and Damac in earlier campaigns.
Chelsea insist the drawn-out process is not unusual, pointing to Manchester United's long-negotiated TeamViewer deal as one of the few comparable examples in the current market. The west London club are said to be targeting an annual fee in the region of £50m to £55m, below the £65m figure that had circulated among industry sources but still a significant sum given their recent form.
Inconsistent performances on the pitch appear to have dented Chelsea's commercial leverage. The club had anticipated regular Champions League qualification, but failure to consistently deliver has reduced their appeal to potential sponsors. Data from The Sponsor, which tracks fair market values for Premier League shirt deals, shows Chelsea's projected sponsorship value dropped from £50.3m to £33.6m by the end of last season—underlining how much European football exposure influences valuation.
While agreeing to a cheaper short-term contract could ease Chelsea's immediate finances, the club appears intent on avoiding that route. Their existing 15-year Nike kit deal, worth £900m in total (£60m annually), is now viewed as underpriced compared with agreements struck by other major European clubs. That reality is reportedly driving Chelsea's cautious, long-term approach to shirt sponsorship, even if it means further seasons without a logo on the front of their kit.
Sunderland's situation stems from a different set of factors. Their previous partnership with gambling firm W88 has ended, and the club has yet to confirm a replacement. This comes as the Premier League implements a new rule barring gambling companies from serving as primary front-of-shirt sponsors, part of a voluntary commitment clubs made in 2023 to phase out such branding by the end of the 2025-26 season. Gambling logos will still be permitted on sleeves and in LED perimeter advertising.
Sunderland are reportedly confident their commercial standing has risen following promotion and their return to European competition for the first time in more than five decades. Local reporting has indicated a new sponsor will be announced when the right agreement is reached, though talks are ongoing. The club appears willing to hold out for a fee reflecting its improved profile rather than rush into a deal.
Last season, 11 Premier League clubs displayed gambling sponsors on their shirts. Of those, three were relegated, while seven of the remaining sides—Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton, Fulham and Nottingham Forest—have already lined up new sponsors ahead of the ban taking effect. Sunderland remain the exception among that group, still searching for a replacement partner.
The policy shift followed consultation between the Premier League, its member clubs and the Department for Digital, Culture, Media and Sport as part of a broader government review of gambling regulations. One side effect has already been visible on the pitch: under-18 players are barred from wearing gambling-sponsored shirts, meaning youth fixtures last season featured unbranded jerseys.
Based on reporting from BBC Sport.