English top-flight clubs will feature significantly fewer betting logos this season as teams voluntarily implement a ban on front-of-shirt gambling sponsorships.
For the past two campaigns, 11 of the 20 participating sides sported branding from online bookmakers and overseas crypto casinos.
That commercial landscape is shifting dramatically ahead of the upcoming campaign.
Eight top-tier sides were forced to secure new primary commercial partners this summer due to the impending regulations.
Finance and artificial intelligence step in
Technology and software firms are rapidly filling the void left by the lucrative betting industry.
Crystal Palace and Fulham have both abandoned bookmakers in favour of AI platforms Temporal and ClickHouse respectively.
Four top-flight outfits will boast technology brands on their chests this year, including heavyweights Manchester United and newly promoted Ipswich Town.
However, the financial sector has emerged as the most dominant replacement market.
Five of the 17 teams with confirmed partners have signed with finance companies, highlighted by Everton securing an agreement with CMC Markets.
Clubs holding out for lucrative agreements
Despite the looming start date, several notable teams remain without a primary backer.
Nottingham Forest and Chelsea are still searching for substantial agreements, while Sunderland are experiencing similar issues outside the top division.
The West London side have historically struggled to secure a permanent front-of-shirt partner in recent seasons.
Kieran Maguire, professor of football finance at the University of Liverpool, believes this hesitation stems from elevated commercial expectations.
“This is mainly due to the club’s perception of its worth not being matched by that of sponsors themselves.”
“And the removal of gambling sponsors which has reduced supply.”
Maguire notes that the former Champions League winners are holding firm on their high valuation.
“Chelsea in particular have struggled in recent seasons, as the club wants a long-term deal at a price that they consider reflects their current status as Fifa Club World Cup champions.”
Evolution of commercial partnerships
Finding a suitable benefactor today is a stark contrast to the 1980s when corporate logos first became commonplace in English football.
Early commercial agreements largely relied on local businesses or established domestic brands rather than international corporations.
As the division’s global broadcasting appeal exploded, so did the diversity and origin of prospective commercial allies.
While the biggest clubs attracted premium international brands, the remainder of the league increasingly relied on deals offered by betting syndicates.
Now, other industries such as insurance, tourism, and recruitment are successfully stepping up to replace the outgoing gambling revenue.
Leicester City’s Thai owners, King Power, have put the League One club up for sale for a fee exceeding £200m, ending a 16-year association with the East Midlands side.
An eight-page sales brochure titled ‘Project Lineup’ has been circulated to prospective buyers by leading US investment bank Citigroup.
The document values the club’s physical assets at more than £200m, although no specific asking price has been attached to the struggling football operations themselves.
Major assets and physical infrastructure
The prospective sale includes the 32,000-seat King Power Stadium and the club’s affiliated women’s team.
Also packaged in the deal is the £121m Seagrave training facility, which opened in 2020, alongside Belgian sister club OH Leuven.
The promotional material heavily focuses on past glories to entice prospective investors.
A rare opportunity to acquire a club with an excellent track record of winning promotions to higher divisions.
Prospective buyers are reminded that the Foxes remain one of only five English teams to have won the Premier League, FA Cup and League Cup since 2000.
Financial realities omitted from sales pitch
While the brochure leans on the legendary 5,000-1 top-flight title win in 2016, recent sporting failures are notably absent.
There is no mention of the team’s current status in the third tier following back-to-back relegations from the Premier League and the Championship.
Citigroup projects a turnover of more than £97m for the 2026 financial year in an effort to attract new ownership.
However, the glossy pitch omits the staggering £180m losses incurred during a turbulent three-year period between 2023 and 2025.
The 2025 accounts also outline significant debts hanging over the former English champions, including £103.6m in outstanding bank loans.
End of an era for the Srivaddhanaprabha family
King Power originally purchased the club for just £35m from Milan Mandaric in 2010.
Current chairman Khun Aiyawatt ‘Top’ Srivaddhanaprabha took control following the tragic death of his father, Khun Vichai, in a 2019 helicopter crash.
Just eight months ago, Khun Top publicly accepted full responsibility for the dramatic demise of the football club.
Disgruntled supporters have increasingly demanded a change of ownership, staging vocal protests outside the stadium after their drop into League One was confirmed last season.
The decision to seek new investment coincides with reported financial difficulties for the wider King Power duty-free empire in Thailand.
Islam Makhachev will defend his UFC welterweight title against Irish challenger Ian Machado Garry at UFC 330 in Philadelphia on Saturday.
Makhachev chases UFC history
The Russian champion is seeking his first defence of the 170-pound belt since claiming the championship.
Victory this weekend would secure a 17th consecutive UFC win for the pound-for-pound king.
That remarkable feat would see him surpass the legendary Anderson Silva for the longest winning streak in the promotion’s history.
Despite the steep challenge, many analysts believe his upcoming opponent possesses the size and fight IQ to threaten that legacy.
Machado Garry shrugs off criticism
Boasting a formidable 17-1 professional record, Machado Garry enters the octagon as a significant betting underdog.
The Dubliner has also faced intense scrutiny and online abuse regarding his personal life and technical fighting style.
However, the 28-year-old remains entirely unfazed by the negativity surrounding his first title shot.
“It’s all fake. Any bit of hate that you speak about, it’s not reality.”
Machado Garry explained to sports broadcaster ESPN that internet hostility does not reflect his real-world experiences.
“When I walk down the road in Philadelphia, in Dublin, in Brazil, England, anywhere I go, I’m met with nothing but joy and love and appreciation.”
Capturing UFC gold would undoubtedly shift the overarching narrative firmly back to his elite athletic abilities.
Dern faces Robertson in grappling masterclass
Elsewhere on the Philadelphia card, a fascinating stylistic clash awaits in the women’s divisions.
Decorated Brazilian jiu-jitsu specialist Mackenzie Dern will test her elite ground skills against Gillian Robertson.
Dern has historically been the superior grappler in her matchups since transitioning to mixed martial arts in 2018.
However, her Canadian opponent boasts a potent submission game of her own and will aim to completely rewrite that narrative.
Chelsea and Celtic are in negotiations over a loan deal for 18-year-old left-back Landon Emenalo following his visit to the Scottish club’s training ground on Wednesday.
The highly-rated Cobham academy graduate travelled to Lennoxtown as the two sides work towards an agreement for his first senior temporary switch.
Interest from the Glasgow giants comes after the teenager delivered a string of impressive performances during pre-season tours of Australia and Asia.
Cover for Kieran Tierney
Celtic are actively seeking defensive reinforcements to support Kieran Tierney, whose playing time is currently being managed due to persistent injury problems.
The promising full-back, who is the son of former Blues technical director Michael Emenalo, strongly caught the eye of new Stamford Bridge boss Xabi Alonso this summer.
His forward-thinking displays had even sparked debate about him remaining in West London to fill the void left by Marc Cucurella’s recent departure to Real Madrid.
Chavarria arrival clears path
Any chance of the prospect staying in the English capital was ultimately dashed by the £18m arrival of Spanish defender Pep Chavarria from Rayo Vallecano.
Moving north of the border would provide the young talent with invaluable first-team experience ahead of a potential future breakthrough in the Premier League.
Emenalo is not the only emerging star poised to temporarily depart the club before the transfer deadline.
Academy exodus continues
Fellow academy prospects Reggie Walsh and Ryan Kavuma-McQueen are currently finalising respective loan moves to Wigan Athletic and Portsmouth.
Furthermore, highly-regarded striker Shim Mheuka is expected to secure a temporary move elsewhere whilst concurrently negotiating a lucrative contract extension with his parent club.
The Milwaukee Brewers have overtaken the Los Angeles Dodgers to claim the number one spot in the latest Major League Baseball power rankings.
The National League Central leaders’ ascent ends a dominant two-month reign at the summit for the Californian side.
Los Angeles had held the premier position since week 12 of the gruelling 162-game regular season.
Brewers battle injury crisis
Despite claiming top spot, the Wisconsin franchise are currently navigating a challenging list of absentees.
Rookie shortstop Cooper Pratt is sidelined with a hamstring strain until late August, while Joey Ortiz is recovering from a stiff neck.
These setbacks forced Brice Turang to start at shortstop this week for the first time since the 2023 campaign.
The team has also deployed recent signing Jihwan Bae at second base and Andrew Vaughn at third in a search for offensive stability.
Dodgers manager demands urgency
The Dodgers recently suffered a significant slump, losing eight out of nine games prior to a series sweep against the Kansas City Royals.
Across a 32-game stretch dating back to early July, their roster ranked 21st for on-base plus slugging (OPS) and 23rd in earned run average (ERA).
Manager Dave Roberts issued a stark public warning to his squad ahead of a crucial seven-game homestand.
“We’re a wild-card team right now. We’ve got to get going and play with urgency.”
Dave Roberts, Los Angeles Dodgers Manager
The squad remains optimistic, however, with rotation additions Tarik Skubal and Blake Snell building fitness alongside the recovering Tyler Glasnow.
Rays surge into top three
Elsewhere in the upper echelons, the Tampa Bay Rays have leapfrogged the Atlanta Braves to secure third place.
The Florida outfit boast the best record in the American League since late June following an impressive nine-game winning streak.
Tampa Bay’s formidable home form has been central to their resurgence.
Their 41-18 record at Tropicana Field currently stands as the most dominant home mark in the majors.
Meanwhile, the San Diego Padres have broken into the top 10 at the expense of the Chicago White Sox.
Manchester City are in advanced negotiations to sell midfielder Tijjani Reijnders to Saudi Pro League side Al-Qadsiah in a deal worth approximately £51m.
The proposed transfer would see the Premier League champions make a £5m profit on the 28-year-old.
He arrived at the Etihad Stadium for £46m just last summer but struggled to secure regular playing time.
Struggles to secure a regular starting role
The Netherlands international initially impressed under former manager Pep Guardiola, registering a goal and an assist on his debut against Wolverhampton Wanderers.
However, the versatile midfielder failed to maintain that early momentum throughout the campaign.
After featuring prominently in the opening weeks of the 2025-26 season, he started only 10 further matches across all competitions.
The highly rated playmaker managed a mere 215 minutes of top-flight action during the final four months of the term.
New era under Maresca at the Etihad
Newly appointed manager Enzo Maresca is currently reshaping the squad following Guardiola’s departure.
The Italian coach has already overseen the £116m arrival of Elliot Anderson from Nottingham Forest.
Five players have already departed the Manchester club this summer.
Further exits are anticipated, with Spanish giants Barcelona reportedly pursuing midfield anchor Rodri.
Saudi ambitions drive lucrative move
Al-Qadsiah view the departing midfielder as a marquee addition ahead of their maiden Asian Champions League campaign.
The Middle Eastern outfit consider him to be a world-class talent operating at the peak of his career.
Despite being viewed by some as an underwhelming signing in England, he still averaged a goal contribution every 187 minutes.
He looks set to depart having made 47 appearances in sky blue, contributing seven goals and eight assists.
Belgian international Jeremy Doku has signed a new five-year contract extension with Manchester City, committing his long-term future to the Etihad Stadium until 2031.
The winger is the fourth first-team player to agree fresh terms this summer, solidifying the FA Cup winners’ squad ahead of the new campaign.
He follows teammates Phil Foden, Josko Gvardiol and Abdukodir Khusanov in putting pen to paper on extended deals.
Embracing a new tactical approach
The £55m signing, who arrived from Rennes in 2023, expressed clear enthusiasm for the tactical vision of new manager Enzo Maresca.
Having observed the team’s pre-season fixtures in South Korea, the lightning-fast attacker believes the aggressive wide play will perfectly complement his natural attributes.
It’s a privilege. I am so happy that they trusted in me first of all and as well that I can continue to play for this big club.
I remember when I arrived here from France a bit of an underdog. Nobody really knew me.
I had to prove myself and being able now to sign a new contract shows that they trusted me and that they appreciate how I’ve been playing.
Maresca’s attacking demands
The 22-year-old noted that the incoming coaching setup requires substantial offensive output, a challenge he is eager to undertake.
I’m very excited to work with Enzo. I’ve been watching the friendly games in Korea and the style of play is very attractive.
He demands a lot of us offensively and that’s how I like it.
So, I’m very excited to work with him and I believe me signing a new contract shows also his trust in me and that’s good.
‘A special dynamic’
Director of football Hugo Viana praised the former Ligue 1 prospect’s rapid development since making his switch to English football last year.
Jeremy is a huge talent whose improvement since joining us in 2023 is clear for all to see.
He has a special dynamic. He has the right characteristics for what we are looking for in a winger, and he really does bring a special quality to our team.
Jeremy is also a fantastic person. He is someone loved across the club, his attitude is first class, and he wants to improve every single day.
Arsenal forward Gabriel Jesus is edging closer to a move to Napoli after the Italian club raised funds by selling Romelu Lukaku to Fenerbahce.
The Brazilian international has slipped down the pecking order at Emirates Stadium and is preparing to enter the final year of his current contract.
Mikel Arteta’s recent acquisitions of Viktor Gyokeres and Kai Havertz have left the former Palmeiras youngster free to seek regular first-team football elsewhere.
The Gunners are reportedly seeking a fee in the region of £18m to £20m to part ways with the versatile attacker.
Napoli rebuild under Allegri
The outfit from Naples are undergoing a significant squad reshuffle following the departure of manager Antonio Conte.
New boss Max Allegri is keen to bolster his attacking options after Lukaku, who helped the side secure the 2025 Serie A title, was deemed surplus to requirements.
Jesus would join a star-studded dressing room in Italy that recently secured a permanent deal for Rasmus Hojlund.
The Serie A contenders also boast international talents such as Kevin De Bruyne and former Manchester United midfielder Scott McTominay.
Overcoming long-term injury
A potential transfer represents a fresh start for the four-time Premier League champion following a gruelling recovery from a ruptured anterior cruciate ligament.
The severe knee injury, sustained during an FA Cup defeat to Manchester United, sidelined him for 332 days before his return to action in late 2025.
Despite his impending exit, his current manager previously highlighted the striker’s enduring value to the north London club during the January window.
“A player of his quality, a player who has given us so much and when he comes with the energy he did the other day, he is certainly a player who has to be pushing and aiming to start, that’s for sure.”