Why SAFC Are Still Without a Front-of-Shirt Sponsor
Written by Dominic White on 6th October 2026
Credit: Alamy Live News
Sunderland have started their first European campaign in over 50 years without having a front of shirt sponsor.
Reports have circled throughout this issue suggesting an incredibly lucrative deal with ‘VisitGhana’ had been signed and would become The Black Cat’s patron for their shirt this season.
However, after Sunderland CEO Tom Burwell left his position in the past few days, reports are now suggesting this deal has fallen through, and Sunderland remain with no shirt sponsor.
Phil Smith at the Sunderland Echo recently discussed the deal falling through and had this to say when asked: “Sunderland were in talks with VisitGhana for an extended period of time…while there hasn’t been any official confirmation that the deal is off… Sunderland have been pursuing alternatives.”
Sunderland chairman and shareholder Kyril Louis-Dreyfus has taken position of Executive Chairman as a result of Burwell’s exit, absorbing his day-to-day duties. Meaning he may now be the lead person in searching for the club’s sponsor for the 2026/27 season.
Sunderland fans have been left in a state of confusion over this problem, wondering who will be on the face of this season’s potentially iconic shirt.
Sunderland social media creator Dan from SR4OnTour said: “It’s so surprising we haven’t found a sponsor especially considering how big this season is. The Elvis kit also seems a massive pull factor for any big brands to sponsor.”
One potential cause of not being able to find a sponsor this season could be due to the gambling company ban from the front of Premier League shirts. Over the last ten seasons, seven of those years SAFC have had a gambling contributor on the front of their shirts, for example, the last campaign having w88.
Credit: Sportimage Ltd/Alamy Live News
Even with the ban Sunderland have got a gambling sponsor on their kits sleeve with Shuffle being announced as a partner earlier this season.
Sunderland are now five games into their Premier League season, and with some massive Europa League games on the horizon a shirt sponsor needs to be found.
