Chelsea, Sunderland and Nottingham Forest have released 2026 to 2027 kits without front-of-shirt sponsors as Premier League clubs adjust to the new gambling advertising restriction.
Good To Know
Premier League clubs approved the voluntary front-of-shirt gambling sponsor ban in April 2023. The rule took effect after the 2025 to 2026 season, following discussions with the UK government over gambling advertising and public health.
Most affected teams found replacements before the new campaign. However, Chelsea, Sunderland and Nottingham Forest currently have no main shirt partner. All three can add a sponsor after the season begins.
Chelsea enters the same commercial search despite having no previous front-of-shirt gambling partner. Sunderland replaced W88, while Nottingham Forest previously carried branding from Bally’s Corporation.
Eight surviving Premier League clubs used betting brands last season, including Aston Villa with Betano, AFC Bournemouth with BJ88, Brentford with Hollywoodbets and Crystal Palace with NET88. Everton carried Stake.com, Fulham used SBOTOP, Sunderland had W88 and Nottingham Forest worked with Bally’s Corporation.
Meanwhile, Burnley, West Ham United and Wolverhampton Wanderers left the league after playing with 96.com, BoyleSports and DEBET branding.
The previous deals gave betting companies television exposure across international markets, including countries where online sports betting remains unavailable. Losing those bidders has reduced competition for shirt inventory just as more clubs are seeking commercial partners.
Sean Connell, editor of The Sponsor, said:
“The gambling ban has taken what was already a shrinking pool of sponsors and removed a healthy chunk of those. It’s created what I believe is the most competitive and difficult sponsorship environment that Premier League clubs have ever faced.”
Reports place the possible league-wide sponsorship revenue gap near £80 million. Mid-table and lower-table clubs face the greatest risk because gambling operators often paid more than brands from other sectors.
Some clubs reportedly rejected cheaper offers rather than commit their main shirt space to lower-value long-term agreements. A blank shirt could therefore remain more commercially useful than a rushed deal.
The ban began with the 2026 to 2027 season.
No. It only removes gambling branding from the front of matchday shirts. Sleeve deals, training wear partnerships and stadium advertising remain permitted.
Chelsea, Sunderland and Nottingham Forest currently have no main shirt sponsor.
Yes. Premier League clubs can announce and add a commercial partner after the campaign starts.