Chelsea and Sunderland will begin the 2026-27 season without a front-of-shirt sponsor, making them the only Premier League clubs in this position. Chelsea is navigating complex negotiations, aiming for a long-term deal valued between £50m and £55m, while Sunderland is seeking a new sponsor after their previous deal with W88 ended, following the Premier League's ban on gambling sponsorships.
Chelsea's inconsistent performance has impacted their commercial prospects, while Sunderland's search for a sponsor continues amid ongoing negotiations. Both clubs face challenges in securing lucrative sponsorships without the visibility that comes from top-tier competition.