Sunderland, Forest and Chelsea still searching for shirt sponsors as Premier League gambling ban takes effect
2026-07-31
Source: SBC News
Sunderland, Nottingham Forest and Chelsea are still without front-of-shirt sponsors as the Premier League's gambling ban takes effect, highlighting the commercial gap left by the industry's exit.
The 2026/27 Premier League season starts in three weeks, and two clubs that carried gambling logos on their shirts last term are still searching for replacement main sponsors. Sunderland AFC and Nottingham Forest FC are both without front-of-shirt partners now that the league's ban on gambling sponsorship in that position has come into force.
Sunderland's previous deal was with W88, an operator lacking a UK licence, while Forest's was with US-based, UK-licensed Bally's. Local reporting from the Sunderland Echo suggests the Black Cats will nonetheless secure a shirt deal in time for the new season. The club's recent form may help: despite winning promotion only last year, Sunderland qualified for Europe and will feature in next season's UEFA Europa League, giving a sponsor added visibility.
Forest face a more difficult path. They have no European football this season, even after reaching the Europa League semi-finals. They have also sold Elliot Anderson to Manchester City for roughly £116m and replaced their manager with former Crystal Palace boss Oliver Glasner. Outside interest in captain Morgan Gibbs-White is also being reported, making the club a transitional prospect that could deter potential commercial partners.
The situation points to a wider shift in the sponsorship market. Gambling brands have moved from Premier League front-of-shirt slots to training kit and sleeve deals, while the EFL Championship is expected to feature many gambling front-of-shirt agreements this season. The Department for Culture, Media and Sport is also consulting on a potential blanket sponsorship ban for unlicensed UK operators, a move licensed bookmakers have long requested.
Even if Sunderland and Forest are unlikely to start the season sponsorless, the gap left by the gambling ban is evident. Gambling companies typically paid a premium for these positions, and clubs now expect comparable sums from non-gambling industries. Chelsea, sponsored last season by IFS.ai, are also still looking for a deal.
Sean Connell, editor of The Sponsor, told Mirror Football: "The gambling ban has taken what was already a shrinking pool of sponsors and removed a healthy chunk of those."
The commercial prize remains substantial: the Premier League's potential TV audience is around 4.7 billion people across 212 territories, and 59% of over-16s in England have attended a men's match in the last year. Yet the clubs appear ready to hold out, underscoring how much commercial space the departure of gambling has left behind.