New Premier League 17-18 Sleeve Sponsors - 5 Teams Without A Sponsor (Yet)
Sep 11, 2017, by Chris
Update: With the Premier League season in full swing now, 15 teams have signed individual sleeve sponsorship deals for the 2017-2018 season. The only teams that have no sleeve sponsor are Arsenal, Burnley, Everton, Manchester United and Tottenham Hotspur. Arsenal and Spurs are both not allowed to have an individual sleeve sponsor because of their main sponsorship deal.
For the first time in history, the Premier League allows clubs to have a sleeve sponsor in the 2017-18 season. The branding can be a maximum of 100cm2 on the left sleeve, with the Premier League logo still featuring on the right. If they don't sell the space, clubs will wear the Premier League logo on both sleeves.
The advertising space has been valued at around 20 per cent of the main kit sponsorship deal, with Man City's deal with Nexen Tyre deal the most valuable yet (10m GBP / season).
At least two top-flight clubs who will not be able to participate in the deal for next season, due to current deals with main sponsors banning the appearance of a secondary brand on the kit. Interestingly, Sporting Group International have negotiated with eight clubs to sell an aggregated shirt sleeve sponsorship deal, while they have not sealed a deal yet.
With the 2017-18 season less than two weeks away, many teams have signed sleeve sponsor deals. Let's take a detailed look which teams have already signed a deal and which clubs will not have an own sleeve sponsor.
Premier League 2017-18 Sleeve Sponsorship Deals
6 New Deals Signed Since August 3 2017
Liverpool - Western Union
Brighton - JD
West Brom - 12BET
West Ham - MRF Tyres
Newcastle - MRF Tyres
Man City - Nexen Tire
Bournemouth - M88
Chelsea - Alliance Tyres
Swansea - Barracuda Networks
Stoke City - First Eleven
Southampton - Virgin Media
Leicester City - Siam Commercial Bank
Crystal Palace - Dongqiudi
Huddersfield Town - PURE Legal
Watford - 138 Bet
Which sleeve sponsor do you like? Which do you strongly dislike? Share your thoughts in the comments below.
CR Belouizdad 26-27 Home Kit Released
Algerian Ligue Professionnelle 1 side CR Belouizdad have officially unveiled their new home kit for the 26-27 season, produced by Puma. Designed as a celebration of the club's legacy and identity, the shirt brings a classic look back to the forefront for the capital side.
The Puma CR Belouizdad 26-27 home shirt is predominantly red, anchored by a bold white chevron across the chest. It incorporates a white V-neck collar, patterned white sleeve cuffs, and a subtle "1962" detail on the sleeve honoring the year of the club's founding. The CRB crest with its championship star is placed over the chest alongside white Puma branding and the logo of main sponsor Madar Holding.
Built with Puma's dryCELL performance fabric and RE:FIBRE recycled materials, the new jersey is completed by matching red shorts and red socks.
Vitesse 26-27 Airborne Kit Released
Dutch club SBV Vitesse and technical partner Robey Sportswear have officially launched their special 2026-27 Airborne kit. Continuing an annual tradition that dates back to 2007, the kit commemorates the 1944 Battle of Arnhem and Operation Market Garden, and will be worn during the club's annual Airborne fixture in September.
Themed "V van Vrijheid" (V for Freedom), the shirt also pays tribute to a silent act of resistance during the club's 50th anniversary in 1942, when players formed a large 'V' on the pitch in a subtle nod to the Allied Victory sign. The jersey is presented in a deep bordeaux base covered in dynamic tonal chevron patterns that form subtle 'V' shapes across the torso. Contrasting sky blue accents highlight the collar, sleeve cuffs, and underarm panels, with a white poppy placed centrally on the chest between the Robey branding and the club crest.
Matching bordeaux shorts and sky blue socks decorated with claret chevrons complete the uniform. The Robey Vitesse 26-27 Airborne kit is available to purchase now through the club's official online store.
Cambodian Premier League Becomes First Asian League to Introduce "Debut" Sleeve Patches
The Cambodian Premier League has surprised kit enthusiasts and football followers by introducing an official "CPL DEBUT" sleeve patch, making it the first domestic league in Asia to adopt a dedicated debut patch on match shirts. While high-profile competitions across the continent like the Saudi Pro League, Japan's J.League, and South Korea's K League have yet to implement such badges, Cambodia's top flight has embraced the global trend.
Positioned directly underneath the official Cambodian Premier League crest on the right sleeve, the badge features a compact rectangular design with a bold red background and white "CPL DEBUT" lettering. The patch is applied to kits exclusively for players making their first-ever career appearance in the Cambodian Premier League, commemorating their milestone game on the pitch.
The concept takes inspiration from the debut patch movement that originated in American sports like Major League Baseball and Major League Soccer, which recently expanded to European football via UEFA and Topps for the UEFA Champions League. While the Cambodian version is an independent initiative by the league rather than a licensed trading card memorabilia tie-in, it adds a unique detail and collectible charm to debutants' match-worn shirts.
Newcastle United Announce BetMGM Partnership Extension
Newcastle United have officially announced a multi-year extension of their commercial partnership with BetMGM. The renewed agreement sees the operator, part of the LeoVegas Group, continue in its role as the Magpies' Official UK and European Betting Partner heading into the 26-27 season and beyond.
The collaboration first started in 2023 alongside BetMGM's launch in the UK market, following an earlier renewal in 2024. Over the past three seasons, the relationship has established a major presence on matchdays at St. James' Park, focusing primarily on fan engagement and digital activations rather than kit branding.
As part of the extended deal, Newcastle and BetMGM confirmed the return of the popular BetMGM Half-Time Challenge. The activation offers supporters attending home fixtures the opportunity to take to the pitch at the break and compete for prizes, including a trip to Las Vegas.
