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Shirt wars: which brands won big over holidays?

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Adidas and Snapdragon won big over the holidays

Sportingpedia analysed the latest trends in the shirt designs for the upcoming 2025/26 season, investigating the front-shirt sponsors and kit suppliers for all 96 clubs competing in the five major leagues, revealing where the money and brand power lie in European football.

One of the report’s most curious revelations is that travel companies (mostly Airlines) are the most common front-shirt sponsors in Europe’s top leagues, ahead of the heavily represented Finance & Insurance and Gambling sectors. Meanwhile, Adidas has secured the largest market share among kit suppliers, beating both Puma and Nike by a clear margin. Another fact that merits attention is that eight clubs will start the season without a front-shirt sponsor at all.

Key Takeaways:

  • The travel sector is a leading sponsor across all leagues, powering top clubs like Arsenal, Manchester City, Real Madrid, Milan, PSG, and Lyon, featuring major airlines including Fly Emirates, Etihad, Qatar Airways, and Riyadh Air
  • Fly Emirates sponsors four teams (Arsenal, Real Madrid, Milan, and Lyon) in four different leagues – the most of any company
  • Finance & Insurance companies rank second, sponsoring clubs like Liverpool (Standard Chartered), Brighton (American Express), Tottenham (AIA), Athletic Bilbao (Kutxabank), and Ligue 1’s Nice (Robinhood)
  • Forbidden or extremely strictly regulated in any of the other four leagues, the Gambling sector dominates the Premier League sponsorship, with their logos emerging on the front-shirt of of 11 out of 20 teams (55%)
  • 8 teams are still without a front-shirt sponsor – 3 from Italy and Spain each, 1 from England, and 1 from France
  • Kit suppliers Adidas, Puma, and Nike dominate Europe’s top leagues: Adidas leads in the Premier League, Puma is most prominent in the Bundesliga, and Nike has the strongest presence in La Liga

Front-Shirt Sponsorship Trends for 2025/26 season
in Europe’s Top 5 Football Leagues by Industry

Front Shirt Sponsorship Trends for 2025/26 season in Europe's Top 5 Football Leagues by Industry

Data Source: www.footballkitarchive.com

A total of 88 teams across the Premier League, La Liga, Serie A, Bundesliga, and Ligue 1 have confirmed their front-shirt sponsorship deals for the 2025/26 season. Companies from the Travel sector lead the way, sponsoring 12 clubs while Finance & Insurance, and Gambling firms follow closely with 11 sponsored teams each. In total, the three leading sectors – Travel, Finance & Insurance, and Gambling – account for deals with 34 clubs.

The Food & Beverage and Industrial & Automotive Manufacturing sectors are tied, each backing 9 clubs. Telecommunications sponsors appear on 7 teams’ shirts, while another 7 clubs currently have no sponsor at all. Firms from the Technology sector support 5 teams, while Construction & Materials, Real Estate & Facility Management, and Recruitment companies each sponsor 4 clubs. Only 2 teams are backed by companies in the Energy sector.

Brand Battle: Kit Suppliers in Europe’s top 5 leagues for 2025/26 Season Ranked by Team Count

Brand Battle: Kit Suppliers in Europe's top 5 leagues for 2025/26 Season Ranked by Team Count

Data Source: www.footballkitarchive.com

When it comes to kit suppliers, 18 different brands will outfit the 96 clubs in Europe’s top five leagues. Adidas tops the list with 23 teams, followed by Puma with 15 and Nike with 13. Macron provides kits for 8 clubs, Joma outfits 7, Hummel supplies 6, and Kappa is the supplier for 4. Castore, Mizuno, New Balance, and Umbro each appear on the shirts of 3 clubs. Jako supplies 2 clubs, while Acerbis, Eye Sport, Kelme, M908, Sudu, and EA7 each provide kits to just 1 team. The combined total for Adidas, Puma, and Nike reaches 51 clubs, meaning more than half of all teams in the top 5 leagues wear kits from one of these three sportswear giants.

Breakdowns by League:

  • Premier League dominated by gambling sponsors and Adidas kitsIn the 2024/25 Premier League season, gambling companies sponsor 11 of the 20 clubs, accounting for more than half the league. Travel sponsors appear on 2 teams’ shirts, while the Finance & Insurance sector supports 3 clubs. One club each is backed by companies in the Food & Beverage, Technology, and Event Management (Other) sectors.Adidas is the leading kit supplier in the Premier League with 8 clubs wearing its shirts. Nike supplies 3 teams, followed by Umbro and Castore with 2 each. One club each is outfitted by Puma, Hummel, Sudu, Macron, and Joma.
  • La Liga features industrial sector dominance in sponsorship and diverse kit suppliersIn La Liga, the Industrial Manufacturing sector leads all front-shirt sponsorship categories with 4 clubs. Telecommunications and Travel each appear on the shirts of 3 teams. Technology and Real Estate follow with 2 clubs apiece, while Finance & Insurance, Food & Beverage, and Home Decorations (Others) sponsor one club each. Three clubs currently have no front-shirt sponsor – Elche, Espanyol, and Real Sociedad.Adidas and Nike are the top kit suppliers, each outfitting 3 and 4 teams respectively. Puma supplies 3 clubs, while Macron provides kits for 3. Joma appears on 2 teams, and Kelme, Castore, Umbro, and Hummel cover the remaining clubs, with Hummel serving 2 teams.
  • Industrial and automotive brands dominate Serie A front-shirt sponsorship as Adidas leads kit supplyIn Serie A, companies from the Industrial & Car Manufacturing sector are the leading shirt sponsors, backing 4 clubs. Food & Beverage and Travel sectors follow with 3 sponsored teams each. ‘Other’ sponsors include Pharmaceutical and Entertainment (2 clubs), Finance & Insurance (1), Construction & Materials (1), and Home Decorations (1). Three clubs will begin the season without a front-shirt sponsor – Lazio, Roma, and Verona.Adidas supplies the most kits in Serie A, serving 4 teams. Puma follows with 3, while Macron and Joma provide kits for 2 clubs each. The remaining suppliers—Nike, Mizuno, M908, Acerbis, New Balance, EA7, Kappa, and Eye Sport — each support one team.
  • Finance and insurance dominate Bundesliga front-shirt sponsorship while Puma tops kit supplyIn the Bundesliga, Finance & Insurance companies are the most common front-shirt sponsors, backing 5 teams. Telecommunications firms sponsor 3 clubs, while Technology and Recruitment sectors cover 2 teams each. Other represented sectors include Industrial & Car Manufacturing, Construction Materials, F&B, Building Contractors, Home Decorations, and Bike Leasing, each with 1 sponsored team. One additional club is sponsored by a Car Manufacturer.Puma is the leading kit supplier in the Bundesliga, providing equipment for 5 teams. Adidas follows with 4, while Nike supplies 2. Jako and Hummel also support 2 clubs each. Joma, New Balance, and Mizuno each supply one Bundesliga side.
  • F&B and Travel industries lead front-shirt sponsorship in Ligue 1 while Adidas tops kit supplyIn Ligue 1, the F&B and Travel sectors each sponsor 3 clubs. Recruitment firms also back 3 teams, followed by single-club representation from Real Estate, Construction Materials, Finance & Insurance, Energy, and several others categorised under ‘Other’ — including Jewelry Retailers, Logistics, Car Dealers, and Facility Management. The only team in Ligue 1 remaining without a front-shirt sponsor is Toulouse.Adidas is the most common kit supplier, providing shirts for 4 teams. Nike and Puma each supply 3 clubs, while Kappa supports 2. Macron, Joma, Hummel, New Balance, and Mizuno each sponsor one team in the league.





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Saudi Arabia Darts Masters – Quarter-final line up, predictions for tournament

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January 19, 2026

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Michael van Gerwen (AP)

The 2026 World Series of Darts continues this week with the inaugural staging of the Saudi Arabia Masters. As with all events in the series, the format sees eight of the best players from the Professional Darts Corporation (PDC) take on eight regional representatives in the last-16.

The winner of each international event earns £30,000 from a £100,000 prize fund, while the World Series of Darts Grand Final carries a total prize fund of £450,000, with £100,000 awarded to the champion.

Last week, Luke Littler was knocked out in the quarter-finals by Gerwyn Price, while Michael van Gerwen rediscovered his best form to overcome fellow Dutchman and rising star Gian van Veen 8–6 in a high-quality final.

This week, seven of the eight PDC representatives came through their last-16 matches against the invited regional opponents, though Man Lok Leung produced the shock of the round by defeating 2022 UK Open winner Danny Noppert, who is ranked tenth in the world.

First PDC event in Saudi Arabia event promises watchful eyes

As with all World Series events, the Saudi Darts Masters will see the quarter-finals, semi-finals and final all played tomorrow in one action-packed day.

There will be added eyes on this event, as it is the first PDC-sanctioned darts event held in Saudi Arabia, a country many feel is piling money into multiple sports in an attempt to distract attention from a poor human rights record, often referred to as “sportswashing”.

Quarter-finals: Match ups and predictions

Luke Littler v Gerwyn Price

‘Mighty Mike’ is top seed this week after his victory in Bahrain, where he defeated Bunting 6-4 in the quarter-finals. Their last ten matches have went 7-3 in favour of MvG. It must be said that Bunting, who was a controversial choice for this years Premier League given his poor showing in the 2025 event, does not look in great form.

If van Gerwen continues where he left off this week, he will have too much for the Englishman.

Prediction: van Gerwen 6-3

Nathan Aspinall v Man Lok Lueng

Lok Lueng is a rather unknown quantity, which made his victory over World No. 10 Danny Noppert all the more surprising. Aspinall won through his first round with an impressive 100.93 three dart average. Lueng and Aspinall have never met before.

It’s hard to see anything other than an Aspinall victory here.

Prediction: Aspinall 6-1

Gian van Veen v Luke Littler

This promises to be the match of the quarter-finals, provided van Veen can put behind him his heavy defeat to ‘the Nuke’ in last month’s World Championship final.

They have only met seven times on the PDC tour, with Littler edging the head-to-head 4-3.

If ‘The Nuke’ plays like in last weeks quarter-finals, van Veen has the game to gain a quick revenge.

Prediction: van Veen 6-5

Gerwyn Price v Luke Humphries

Price and Humphries tend to bring out the best in one another, with their last ten meetings evenly split at 5–5. Price was solid last week in his victory over Littler and, when his doubling clicks, he has the ability to drag any opponent out of their comfort zone.

With Humphries not in his richest vein of form, Price should edge this one.

Prediction: Price 6-4

Semi-final and final predictions

With van Gerwen showing something close to his best form last week and Littler exiting at the quarter-final stage, this shapes up as a tough week to predict a winner.

van Gerwen has the kinder side of the draw and should make the final at the expense of likely semi-final opponent Aspinall.

The lower half of the draw, however, contains three world champions and a runner-up, making it exceptionally difficult to predict with any real conviction who will emerge to reach the final. Littler could yet respond like a poked bear and bulldoze his way to the title, but it feels more likely that a semi-final between van Veen and Price awaits, with Price edging through to the final.

Who will win the title?

If van Gerwen reaches a second successive final and comes up against Price, he should hold the edge. The Dutchman leads their last ten meetings 6–4, a run that includes a dominant 7–2 victory in the Bahrain semi-finals last week.

Winner: Michael van Gerwen to beat Gerwyn Price 8-6





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Pegasus World Cup, live action from Tampa Bay Downs

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January 19, 2026

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We are back at Gulfstream Park for the Pegasus World Cup

Busy week for Let ’em Run, live at Tampa Bay Downs Wednesday and previewing Pegasus World Cup

Let ‘em Run Review of 1/17/26

Last weekend saw a Kentucky Derby Prep race at Fair Grounds turn into a coming out party for trainer Cherie Devaux as her runners took the top 2 spots in The Lecomte. Golden Tempo and Mesquite earned points for the first Saturday in May, and also snapped an interesting trend that was broken in this edition of The Lecomte. Previous winners have only come out of having a maiden win last out, just one time in the past 25 years. So there is another example in horseracing where you need to sometimes look past the trends, and find the best horse.

Late P5 Breakdown Highlight

Our best breakdown occurred in the first race we looked at in the Late P5, when we had our bulls eye on the favorite, Medoro, in The Marie G. Krantz Memorial. The pace scenario played out as expected and set up for her, and she finished the job with a strong closing kick.

John Kostin’s Lecomte Insight

John was spot on in his deep dive in the Lecomte, where he was not impressed by the winners coming out of the Gun Runner Stakes. He had his eye squarely on both of trainer Cherie DeVaux’s runners, and gave his reasons why (check out clips attached).

Special Wednesday Podcast Preview

This week we will have a special edition of our Podcast, where our traveling handicapper, John Kostin will be live at Tampa Bay Downs on Wednesday 1/21/25 at 12:30 with special guest handicapper, Wadie Kalah. He is an avid handicapper, Tampa Bay native, and will be our “boots on the ground” with live updates, with John from Tampa Bay Downs. We will be breaking down the Late P5 sequence on the card, and any spot plays on the card that catch our attention. You can catch the Podcast live on Wednesday at 12:30 on Sports Talk Media Network, as well as multiple streaming apps and social channels.

Looking Ahead to Pegasus World Cup Day

Derby prep races take a break this weekend, as there is a huge card at Gulfstream Park on Saturday, The Pegasus World Cup Day. Included on the card are the Pegasus World Cup Turf for Fillies and Mares, and The Pegasus World Cup Turf Invitational. These races, and all the races on the card, have big fields, and quality horses, with value to be had. So stay tuned, bet smart, cheer hard, fast horses equals serious fun and as always…Let ‘em Run.





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Polynesian Football HOF names Puka Nacua Player of Year

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January 19, 2026

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LOS ANGELES RAMS WIDE RECEIVER PUKA NACUA
NAMED POLYNESIAN PRO FOOTBALL PLAYER OF THE YEAR, PRESENTED BY HAWAIIAN AIRLINES

The Rams WR picks up the award ahead of the Polynesian Bowl

The Polynesian Football Hall of Fame announced today that Los Angeles Rams WR, Puka Nacua has been selected as the 2025 recipient of the Polynesian Pro Football Player of the Year Award, presented by Hawaiian Airlines.

Nacua, of Samoan descent, was a fifth-round pick by the Los Angeles Rams in the 2023 NFL Draft. This past season, in 16 regular-season games, Puka hauled in 129 receptions for 1,715 receiving yards and 10 touchdowns, ranking first in the league in catches and second in receiving yards. His performance earned him a First-Team All-Pro selection and the PFF Offensive Player of the Year Award. Puka is a 2019 Polynesian Bowl All-Star and was also named the 2018 Polynesian High School Football Player of the Year.

“On behalf of the Polynesian Football Hall of Fame Board of Directors, we congratulate Puka on a remarkable season,” said Polynesian Football Hall of Fame Chairman Jesse Sapolu. “He is a true source of pride for the Polynesian community.”

Other award winners

Mike Iupati was selected as the inaugural recipient of the award in 2015; Washington Commanders QB Marcus Mariota received the award in 2016; Kansas City Chiefs WR JuJu Smith-Schuster received the award in 2017 & 2018; Baltimore Ravens OT Ronnie Stanleyreceived the award in 2019; Indianapolis Colts DL DeForest Buckner received the award in 2021; San Francisco 49ers S Talanoa Hufanga in 2022; Miami Dolphins QB Tua Tagovailoa won the award in 2022 and 2023; and Detroit Lions OL Penei Sewell won the award in 2024.

The formal presentation of the Award was held at the 2026 Polynesian Football Hall of Fame Celebration Dinner (January 17, 2026), along with being recognized during the 2026 Polynesian Bowl (January 16, 2025). 

The Polynesian College Football Players of the Year were voted on by the Polynesian Football Hall of Fame Selection Committee, comprised of Jack “The Throwin’ Samoan” Thompson (Chairman, former NFL player and Inaugural Inductee), Coaches Ron McBride and Dick Vermeil, former NFL player and Inaugural Inductee Olin Kreutz, Inaugural Inductee and past NFLPA president Kevin Mawae, former NFL player and Class of 2015 Inductee Ray Schoenke, sportscaster Neil Everett, NFL Network Chief National Reporter Steve Wyche, and former NFL Player and Class of 2023 Inductee Manti Te`o.

About the Polynesian Football Hall of Fame: 

The Polynesian Football Hall of Fame honors Polynesia’s greatest players, coaches, and contributors. Its permanent home is located at the Polynesian Cultural Center and was established in 2013 by Super Bowl Champions Jesse Sapolu and Ma`a Tanuvasa. There are currently 50 inductees. For more information, visit PolynesianFootballHOF.org

About the Polynesian Bowl: 

The Polynesian Bowl is a premier all-star game played annually in Honolulu, Hawai`i that features 100 of the nation’s top ranked high school seniors of Polynesian and non-Polynesian ancestry alike – many of whom have gone on to play in the NFL. Past MVPs include AJ Epenesa, Puka Nacua, Travis Hunter, and Nico Iamaleava. The game is broadcast live and in primetime on NFL Network. For more information, visit PolynesianBowl.com





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