Football NewsBBC SportUnverified source· 21 Aug 2026
Why Chelsea and Sunderland start season without shirt sponsors
Only two Premier League clubs will kick off without a front-of-shirt sponsor — here's why.
Chelsea
team
Clubs
Chelsea and Sunderland
Season
2026-27
Chelsea's target fee
£50m-£55m per season
Chelsea's projected value drop
From £50.3m to £33.6m
What happened. Chelsea and Sunderland are the only Premier League clubs without a front-of-shirt sponsor for the 2026-27 season. Chelsea say negotiations take time, but inconsistent performances have hurt their commercial appeal.
- Chelsea's valuation fell from £50.3m to £33.6m, per The Sponsor.
- A cut-price deal would help short-term finances but hurt long-term value.
- Chelsea's Nike deal is now below market value.
Chelsea are prioritizing a long-term agreement over a quick, cheaper deal, which could affect their overall valuation.
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