Chelsea Announces Back-of-Shirt Sponsor
- New Sponsorship: Chelsea FC has announced a short-term kit sponsorship with TMGM, marking their first-ever back-of-shirt sponsor.
- FA Cup Focus: The TMGM logo will appear on the back of Chelsea's shirts specifically for the FA Cup due to Premier League restrictions.
- Limited Appearances: The sponsorship's visibility is limited to Chelsea's FA Cup run, potentially lasting from one to four matches.
Chelsea FC has announced a new short-term kit activation with Australian online broker TMGM, becoming the club’s first-ever back-of-shirt sponsor. However, the deal could last for only one match.
Chelsea TMGM Back-of-Shirt Sponsor Deal
The partnership between Chelsea and TMGM actually began in 2023, but the latest agreement elevates the brand to the back of the shirt specifically for the FA Cup.
Unlike sleeve or front-of-shirt deals, back-of-shirt sponsorship is not permitted in the Premier League. Because of that restriction, clubs can only display such sponsors in domestic cup competitions. UEFA competitions also allow only two commercial shirt sponsors (front and sleeves), which further limits their use.
Chelsea have already been eliminated from the EFL Cup, meaning the FA Cup is the only competition where the TMGM logo can appear. It will debut in Chelsea’s FA Cup fifth-round tie against Wrexham A.F.C. If Chelsea loses that match, the sponsorship will appear just once. If they go all the way to the FA Cup final, it could be visible for up to four matches.
What do you think about Chelsea now having a back-of-shirt sponsorship? Let us know in the comments.
Kilmarnock 2026-27 Home & Away Kits Released
Scottish Premiership club Kilmarnock FC have officially unveiled their new home and away kits for the 2026-27 season. Made by Hummel, the new shirts feature James Frew Ltd as the main front-of-shirt sponsor.
The Hummel Kilmarnock 2026-27 home jersey introduces a clean design in the club's traditional blue, complemented by Hummel's iconic chevrons on the shoulders. Offering a vibrant alternative, the Hummel Kilmarnock 2026-27 away shirt is predominantly yellow. Both kits share a cohesive design language characteristic of Hummel's recent templates and are available to purchase through the club's official channels.
RFEF Official Store AI Chatbot Recommends Fake Spain Jerseys
The official store of the Spanish Football Federation (RFEF) has experienced an embarrassing glitch, as its AI-powered chatbot is reportedly advising fans to purchase counterfeit Spain national team jerseys instead of the official merchandise.
A viral post by X user @Free_y_thinker highlighted the issue, sharing a screenshot of the chatbot recommending a fake jersey as a better and cheaper alternative to the official kits. The post quickly gained massive traction with nearly a million views, prompting other users to share their own bizarre interactions with the shop.rfef.es AI, which included further recommendations for fakes, specific unauthorized sellers, and even seemingly random Python code. This incident highlights the potential pitfalls of implementing AI customer service without strict guardrails.
2026-27 English Club Crest Updates
In the 2026-2027 season, several English teams will have a different badge, as nicely highlighted by The92Bible. Three teams have permanent changes - Stoke, Peterborough, and Salford.
FC Twente 2026-27 Home Kit Released
FC Twente and Castore have officially unveiled the club's new home kit for the 2026-27 season. The launch follows a successful campaign that saw the team finish fourth in the Eredivisie and secure European football, with the club using the motto "We continue the line" for the new release.
The Castore FC Twente 2026-27 home shirt introduces a clean and traditional look in the club's classic red. Drawing direct inspiration from the legendary 2009-10 championship-winning season, the standout design feature is a subtle, thin vertical line pattern that runs across the entire shirt. Adding a local touch, the word 'Tukkers' is proudly incorporated into the collar, while various club-specific elements are embedded within the back numbers.