Nottingham Forest look likely to begin the 2026/27 Premier League season without a front-of-shirt sponsor after clubs were required to phase out gambling companies from their main shirts. The ban, agreed by Premier League clubs in April 2023, has left a small number of sides still searching for replacements and could reduce commercial income for affected clubs.
Local club faces commercial squeeze
The policy change has already forced many top-flight teams to rework their sponsorship deals. According to industry reporting, Chelsea, Sunderland and Nottingham Forest had not secured new front-of-shirt partners by late July — just weeks before the new season begins. For clubs who previously relied on gambling firms for lucrative deals, finding a substitute sponsor at comparable value has proved difficult.
Gambling brands historically paid substantial sums for shirt exposure, sometimes outbidding non-gambling companies. With the ban in place, clubs must now attract different categories of sponsor, often at lower market rates. That has tightened the sponsorship market considerably and increased competition among clubs for the remaining commercial opportunities.
"It’s an incredibly competitive sponsorship market," said Sean Connell, editor of The Sponsor. "Commercial teams have been forced to do more work for less reward."
How clubs have coped so far
Industry coverage indicates that of the eight Premier League clubs needing new front-of-shirt deals following relegation elsewhere, six had successfully secured sponsors by late July. Those clubs included Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton and Fulham. The remaining three reported as still seeking partners were Chelsea, Sunderland and Nottingham Forest.
- Ban agreed: April 2023 by Premier League clubs
- Clubs affected: Several teams that previously displayed gambling sponsors
- Clubs yet to replace sponsor (reported): Chelsea, Sunderland, Nottingham Forest
| Club | Reported shirt-sponsor status (late July) |
|---|---|
| Aston Villa | Secured new sponsor |
| Bournemouth | Secured new sponsor |
| Brentford | Secured new sponsor |
| Crystal Palace | Secured new sponsor |
| Everton | Secured new sponsor |
| Fulham | Secured new sponsor |
| Chelsea | Reportedly still seeking sponsor |
| Sunderland | Reportedly still seeking sponsor |
| Nottingham Forest | Reportedly still seeking sponsor |
Implications for Forest and supporters
For Nottingham Forest, the absence of a front-of-shirt deal could mean a shortfall in predictable commercial revenue at a time when clubs are managing tight budgets and navigating rising costs. While the precise financial impact for Forest has not been disclosed publicly, industry commentary suggests gambling sponsorships often delivered significantly higher offers than other sectors, so replacements are likely to be worth less.
Supporters may notice blank shirts or temporary designs if a deal is not finalised before the first competitive fixtures. The situation also places pressure on the club’s commercial team to secure alternative partners quickly and explore other revenue streams such as secondary kit placements, stadium advertising, hospitality and regional partnerships.
It remains to be seen whether Forest will complete a deal before the season starts; the commercial landscape is fast-moving and clubs have become adept at striking last-minute agreements when needed. For now, the story underlines the wider changes sweeping through football finance as authorities clamp down on gambling exposure.
