Sponsorship

Galatasaray has reached an agreement to continue its shirt sponsorship partnership with Turkish furniture brand Alfemo for the 26-27 season. The brand, which operates under the Zeren Group, will once again occupy the side panel and underarm sponsor spot on the club's domestic Süper Lig match shirts.

The partnership first started midway through the 25-26 campaign following an initial agreement signed in February 2026. After exploring options over the summer, the two parties have decided to extend the collaboration for the new season, with an official announcement expected from the club in the coming days.

Manchester United have claimed the top spot in the Premier League sleeve sponsorship rankings for the 26-27 season following their multi-year agreement with global fintech firm SumUp. Worth a record-breaking £22 million per season, the partnership surpasses United's previous £20 million annual contract with DXC Technology. The SumUp branding will appear across the playing kits of the men's, women's, and academy sides in all competitions. Big thanks to @Lu_Class_.

The new agreement pushes Manchester United ahead of neighbors Manchester City, whose sleeve deal with cryptocurrency exchange OKX brings in £20 million per year. Arsenal follow closely in third place after securing an £18 million-a-year contract with payroll and HR platform Deel. Liverpool and Tottenham Hotspur both collect £15 million annually from their respective partnerships with Expedia and Kraken.

Further down the table, Newcastle United sit on £7.5 million per season with Noon, while Everton and Aston Villa generate £6 million annually from Stake and Betano. Chelsea remain the only notable high-profile side yet to announce a primary sleeve sponsor for the 26-27 campaign.

Sunderland AFC have announced a new multi-year agreement with Shuffle, naming the centralized crypto casino and sports betting platform as the club's Official Sleeve Partner. The Shuffle branding will make its on-pitch debut on the first-team kits starting this weekend.

The deal replaces LiveScore Bet, who served as Sunderland's sleeve sponsor during the 25-26 season. While Premier League regulations prohibit front-of-shirt gambling sponsorships starting in the 26-27 campaign, betting and casino brands remain permitted to feature on shirt sleeves.

Shuffle's logo will be displayed on the sleeve of Sunderland's kits throughout the multi-year partnership, providing global visibility for the platform as the Black Cats continue to overhaul their commercial lineup.

Speculation surfaced online suggesting that Newcastle United were in discussions with kit supplier Adidas regarding a potential stadium sponsorship deal for St James' Park. The German sportswear brand already has a major presence across the stadium following the launch of their lucrative kit partnership, featuring branding across the stands and stadium facilities.

However, reports linking Adidas to an official stadium sponsorship deal have been swiftly shot down. According to Telegraph journalist Luke Edwards, Newcastle United are not in talks with the three stripes brand over stadium naming or presenting rights, with club sources strongly denying any Adidas involvement in such negotiations.

While Adidas is ruled out, Newcastle are actively in preliminary talks with other international commercial partners for a stadium sponsorship agreement. The club's commercial leadership aims to drive substantial revenue growth in the coming years while maintaining the historic St James' Park name alongside any prospective sponsor.

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.

Shakhtar Donetsk will sport an updated sponsor look during their 26-27 UEFA Champions League campaign. The Ukrainian champions will wear the slogan "Invest in Ukraine" printed directly below the logo of their principal sponsor, SCM, throughout the league phase of Europe's premier club competition.

The initiative is led by SCM (System Capital Management), the industrial and investment group owned by club president Rinat Akhmetov.

Shakhtar will play at least eight matches during the expanded Champions League league phase, hosting their home fixtures in London at Stamford Bridge.

London City Lionesses have officially announced a multi-year front-of-shirt partnership with Nike. Owned by Michele Kang via Kynisca Sports International, the Barclays Women's Super League side revealed a unique graphic for the primary sponsor position, featuring the ancient Goddess of Victory statue from which the sportswear giant takes its name.

The new front-of-shirt look makes its on-pitch debut when London City take on Manchester United on September 4, 2026. Beyond the prominent kit branding, the agreement incorporates grassroots community activations as well as dedicated support for female-focused sports science research and athlete development.

Alongside the front-of-shirt sponsorship, the club and Nike have agreed to a four-year extension of their technical kit supply partnership, locking in the Swoosh from the 27-28 season onwards. This expands on their existing apparel arrangement first established ahead of the 25-26 campaign.

Sunderland AFC have announced a new multi-year agreement with Shuffle, naming the centralized crypto casino and sports betting platform as the club's Official Sleeve Partner. The Shuffle branding will make its on-pitch debut on the first-team kits starting this weekend.

The deal replaces LiveScore Bet, who served as Sunderland's sleeve sponsor during the 25-26 season. While Premier League regulations prohibit front-of-shirt gambling sponsorships starting in the 26-27 campaign, betting and casino brands remain permitted to feature on shirt sleeves.

Shuffle's logo will be displayed on the sleeve of Sunderland's kits throughout the multi-year partnership, providing global visibility for the platform as the Black Cats continue to overhaul their commercial lineup.

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.

AS Roma will take the pitch with a special one-off shirt sponsor for their UEFA Champions League fixture against Fenerbahce in Istanbul. Instead of their regular primary partner Eurobet.live, the Giallorossi's home kit features the United Nations World Food Programme logo alongside the message "Together for Nepal" and the flag of Nepal across the chest.

The adjustment is required due to strict advertising regulations in Turkey that prohibit gambling and betting brands. Rather than taking to the field with a blank shirt, Roma collaborated with WFP to spotlight the ongoing humanitarian emergency in Nepal, where devastating floods and landslides have left approximately 43,000 people in need of urgent relief.

Following the match, the 26-27 match-worn jerseys will be auctioned off, with all proceeds directed to the World Food Programme's emergency operations. Supporters are also able to contribute directly through a dedicated challenge within the UN's ShareTheMeal app.

Manchester United have announced that the Manchester United Foundation logo will feature on the back of their shirts throughout the 26-27 UEFA Champions League campaign, marking the first time the charity's branding has appeared on the club's European kits. Positioned on the lower back beneath the squad numbers, the logo is used across the home, away, and third kits in European competition and is also available for fans to add to replica shirts at the Old Trafford Megastore, with net proceeds directly supporting the Foundation's youth and community programmes across Greater Manchester.

Manchester United have claimed the top spot in the Premier League sleeve sponsorship rankings for the 26-27 season following their multi-year agreement with global fintech firm SumUp. Worth a record-breaking £22 million per season, the partnership surpasses United's previous £20 million annual contract with DXC Technology. The SumUp branding will appear across the playing kits of the men's, women's, and academy sides in all competitions. Big thanks to @Lu_Class_.

The new agreement pushes Manchester United ahead of neighbors Manchester City, whose sleeve deal with cryptocurrency exchange OKX brings in £20 million per year. Arsenal follow closely in third place after securing an £18 million-a-year contract with payroll and HR platform Deel. Liverpool and Tottenham Hotspur both collect £15 million annually from their respective partnerships with Expedia and Kraken.

Further down the table, Newcastle United sit on £7.5 million per season with Noon, while Everton and Aston Villa generate £6 million annually from Stake and Betano. Chelsea remain the only notable high-profile side yet to announce a primary sleeve sponsor for the 26-27 campaign.

VfB Stuttgart have officially announced GREENOX as their new sleeve sponsor for the men's first team, taking over from previous sponsor hep solar. Founded in 2023 and headquartered in Stuttgart, the energy consulting and building renovation company has its logo featured on the sleeves of the club's Jako shirts throughout the 26-27 campaign in the Bundesliga, DFB-Pokal, and UEFA Champions League.

FC Barcelona is set to introduce a new back-of-shirt sponsor starting from the 27-28 season, having reached an agreement with UAE-based real estate firm Ohana Development. The collaboration centers around a luxury residential complex in Dubai featuring Barça-branded facilities and stores, with the developer's branding placed directly beneath the player numbers on the lower back of the first-team kits.

The initial phase of the partnership spans three seasons, running from 27-28 through 29-30, generating approximately €10 million per year for a total of €30 million. Ohana's logo will only appear during domestic competitions, including La Liga, the Copa del Rey, and the Supercopa de España. In UEFA Champions League fixtures, the Fundació Barça emblem will remain on the back of the shirt, following its full domestic and European presence throughout the 26-27 campaign.

After the initial three-year kit sponsorship concluded, the agreement transitions into a long-term licensing deal lasting over two decades, during which Ohana will pay around €1 million annually to utilize the club's intellectual property in the Dubai development. Before the contract takes effect, the partnership must be submitted for approval by club delegates at Barcelona's Ordinary General Assembly on September 19, 2026, in compliance with club statutes regarding jersey advertising.

Galatasaray has reached an agreement to continue its shirt sponsorship partnership with Turkish furniture brand Alfemo for the 26-27 season. The brand, which operates under the Zeren Group, will once again occupy the side panel and underarm sponsor spot on the club's domestic Süper Lig match shirts.

The partnership first started midway through the 25-26 campaign following an initial agreement signed in February 2026. After exploring options over the summer, the two parties have decided to extend the collaboration for the new season, with an official announcement expected from the club in the coming days.