Knox Hydrate Wanted to Become Chelsea Kit Sponsor
Jun 27, 2026, by Chris
- Knox Hydrate's Initial Interest: South African hydration brand Knox Hydrate first approached Chelsea to discuss a potential front-of-shirt sponsorship.
- Chelsea's High Asking Price: Knox Hydrate was deterred from sponsoring Chelsea due to the club's reported demand of £40-£45 million per season, which was significantly higher than the market value without Champions League football.
- Sponsorship with Newcastle United: Knox Hydrate ultimately secured a three-year, £80 million deal to become Newcastle United's front-of-shirt sponsor, equating to approximately £26.7 million per season, a price point closer to current market values.
South African hydration brand Knox Hydrate inquired about becoming Chelsea's front-of-shirt sponsor before ultimately signing with Newcastle United, as per @pattyalttman. Knox Hydrate approached Chelsea to discuss terms and fees, but was deterred by the club's high asking price.
Knox Hydrate Rejected Chelsea's £40m-£45m Asking Price Before Signing With Newcastle
Chelsea is reportedly seeking between £40 million and £45 million per season for their main shirt sponsorship. However, without the draw of UEFA Champions League football, brands are typically only willing to offer in the region of £25 million to £30 million. Consequently, Knox Hydrate walked away from negotiations with the London club and focused on other options.
Instead, Knox Hydrate secured a deal to become Newcastle United's new front-of-shirt sponsor. The agreement with Newcastle is said to be worth around £80 million over three years, which equates to approximately £26.7 million per season, aligning with the current market value. Meanwhile, Chelsea look set to enter their fourth consecutive season without a long-term front-of-shirt sponsor.
Do you think Chelsea is still overvaluing their club? Let us know in the comments below.
Sint-Truidense 26-27 Away Kit Released
Belgian Pro League side Sint-Truidense VV has officially launched its new away kit for the 26-27 season, designed by Olympic. Following the release of their home kit earlier this summer, the new away strip presents a sharp monochromatic look for the upcoming campaign.
The Sint-Truidense 26-27 away jersey features a clean white base dominated by thin black vertical pinstripes running down the body. Contrasting black raglan sleeves are finished with white trim on the cuffs, while a black V-neck collar anchors the overall layout. The club crest sits centrally on the upper chest, complemented by Olympic branding and various sponsor logos across the shirt. Completing the full look, the shirt is paired with black shorts and dark socks.
The new STVV 26-27 away uniform is now officially available for purchase through the club's webshop.
Siena FC 26-27 Home Kit Released
Italian Serie D club Siena FC has officially revealed its new home kit for the 26-27 season, produced by Adidas. The design highlights the club's iconic black and white identity through a bold geometric concept.
The Adidas Siena FC 26-27 home jersey features a distinctive quartered pattern across the front. Black and white blocks create a stark contrast across the chest and torso, accompanied by Adidas' signature three stripes on the shoulders and a classic crew collar. Subtle gold accents along the bottom hem add a refined touch to the overall look.
Completing the design, the official Siena FC crest is positioned on the left chest opposite a clean white Adidas logo.
FC Luzern 125th Anniversary Kit Released
FC Luzern and Erreà have officially launched a special 125th anniversary kit as part of the Swiss club's jubilee celebrations for the 26-27 season. Founded in 1901, the Lucerne-based side is marking 125 years of history with a refined design that pays homage to traditional football aesthetics.
The shirt features an off-white base with a dark navy polo collar and matching sleeve cuffs. To maintain a clean retro look, all main sponsor logos as well as the Erreà manufacturer logo are applied in tonal whiteout styling, blending into the fabric. The central highlight of the design is the special gold octagonal crest on the chest, bordered by laurel leaves and the number 125. Completing the look, the back of the shirt features dark navy numbers alongside the commemorative years 1901-2026 printed in gold below the collar.
The uniform is completed with dark navy shorts and socks. FC Luzern will wear the kit during their official jubilee match against FC Lausanne-Sport on August 22, 2026.
Mitre 2026 FA Community Shield Ball Released
Mitre has officially revealed the official match ball for the 2026 FA Community Shield. Based on the brand's flagship Ultimax Pro model, the special-edition ball will take center stage at the traditional English season opener in Cardiff featuring Arsenal and Manchester City.
The ball introduces a vibrant look designed to stand out on the pitch, combining bold shades of orange, yellow, light blue, and deep navy fluidly draped across white panels. Mitre's signature chevron graphics appear across the upper, highlighted by silver and navy outlines. Official branding reading The FA Community Shield and 26-27 season detailing are stamped directly on the main panel.
Technically, the 26-27 FA Community Shield Ultimax Pro ball utilizes Mitre's top-tier thermally bonded panel structure, equipped with hyperflow debossed surface texturing for superior flight consistency and grip. The match ball has been launched in limited numbers and is available now via select stockists including Pro:Direct Soccer.
In-House Dynamo Makhachkala 26-27 Third Kit Released
Russian Premier League club Dynamo Makhachkala has officially unveiled its new third kit for the 26-27 season. Continuing the approach taken for their home and away options, the new third uniform has been produced entirely in-house without an external technical supplier.
The Dynamo Makhachkala 26-27 third shirt is predominantly white and features a subtle, detailed tonal graphic pattern running across the body and sleeves. Blue details provide contrast throughout the design, seen on the club crest, partner logos, and a central heart graphic made up of tiny human silhouettes.
White shorts with blue numbers and white socks complete the look. By producing their set of 26-27 kits independently, the Dagestani club maintains complete creative independence for their matchwear setup.
FC Nordsjælland 26-27 Away Kit Released
FC Nordsjælland and Nike have officially launched the new away shirt for the 26-27 season. The release marks a major milestone for the Danish club, celebrating a ten-year partnership with the Right to Dream Academy.
The FC Nordsjælland 26-27 away shirt features a bold black base highlighted by vivid yellow graphic lines that emanate from around the club crest on the left chest. The Nike Swoosh appears in matching yellow on the right, alongside white sponsor logos. On the upper back, a special graphic featuring cultural symbols and a red number 10 pays tribute to a decade of collaboration with Right to Dream.
The new away kit is completed with black shorts and socks, offering a unified look on the pitch.