Nottingham Forest are enjoying being back in the Premier League for the first time in 23 years.
Steve Cooper’s side suffered a 2-0 defeat at Newcastle but delighted football nostalgists by sporting no shirt sponsor for the game.
Forest’s decision is a unique one in the Premier League era, with Sheffield Wednesday starting the 1992-93 season without one.
Wimbledon also went the inaugural Premier League campaign without a shirt sponsor but recent examples are few and far between.
Why do Nottingham Forest have no sponsor?
The Reds are yet to sort a deal for a new shirt sponsor to replace their previous contract with BOXT that expired at the end of last season.
BOXT — who had been the club’s main sponsors since Football Index entered administration in March 2021 — had tried to strike an extension.
But the boiler company, who have since become Everton’s shirt sleeve sponsor, confirmed they’d fail to agree fresh terms with Forest.
In a statement, they said: “We’ve enjoyed every minute of the journey that took Forest back to where they deserve to be.
“We are incredibly disappointed not to be working together for the upcoming season. We had submitted a multi-million-pound offer, but unfortunately the club want to go in a different direction for their front of shirt sponsorship.
“We would like to wish them and their fans the very best for their first season back in the Premier League.”
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Nottingham Forest shirt sponsor: What’s the latest?
Forest are said to be holding out for a front-of-shirt £10m-a-season deal after rebuffing multiple offers, according toSport Business.
The Athletic claim the club remain relaxed about the sponsorship situation ahead of their first Premier League game at the City Ground in two decades.
Sheffield Hallam University finance expert Dr Dan Plumley toldFootball Insider: “It’s ambitious. We have to look at benchmarks.
“West Ham and Everton’s are around £10m or £11m. Newcastle and Leeds meanwhile are closer toward £7.5m. That is the region we’re looking at.
“We know betting companies will often pay more than non-betting companies.
“For a newly-promoted club, you are probably setting your sights towards £6m or £7m. So, Forest are going for above the benchmark there.
“The risk is that the longer you go without naming a sponsor, the more likely it could backfire.
“Sponsors want to be involved in every game and we are nearly at the start of the season now.
“If it does come off, fantastic. It would put them among the biggest deals in the Premier League. But there is a risk we can’t ignore with this strategy.”
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