Stefan Borson drops verdict on 'massive' Sunderland and sponsor drought
Sunderland's lack of front-of-shirt sponsor ahead of the 2026-27 campaign is not a "shock" in today's market.
That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that he is, however, stunned by how brands now value these deals in the Premier League.
Last season, W88 were on the front of the Black Cats' shirt as they won promotion back to the top flight, but it was only a one-year deal.
Now, much like Chelsea and Nottingham Forest, Sunderland are struggling to strike a sponsorship deal before the new campaign kicks off, which would be a huge financial blow.
The deal with W88 was described as "the largest commercial deal in the club's history," but the owners are now left scrambling to fill a gaping hole.
Weeks remain until Regis Le Bris' side kick off their season against Ipswich Town, and the desperation to get a front-of-shirt sponsor will only be growing.
Sunderland are a 'massive' club
Speaking exclusively to Football Insider, Borson is hardly surprised when looking at the Black Cats' current situation, with so many also struggling.
"Sunderland have still not got anybody. A massive club, European football next season. It's just hard. The market is really, really tough," he said.
"I don't think it's a surprise. The only surprise is a more general surprise about how brands value front of shirt sponsorship.
"f you go back over the years, people have quite strong memories of who the main sponsor has been of their club over twenty years, let's say.
"You can still remember some of these symbolic shirts of the 80s and 90s. But brands don't seem to value it the same way.
"There's a very, very small group of brands who are interested in football."
What concerns does Regis Le Bris face on the pitch?
If Sunderland are to be successful during the 2026-27 campaign, the owners will need to back their manager in the transfer market.
While the club have fended off Chelsea's interest in Granit Xhaka, the singular signing of Thomas Meunier is not enough for European football.
The Black Cats earned their spot in the Europa League, but they can only avoid embarrassment on the big stage with some huge deals.