The International FA Board has approved the idea of sponsors' names appearing on shorts and socks, with the proviso that only one name can appear on each item of kit.
While the Premier League has yet to agree formally to introduce the policy, several clubs are pressing the League and the Football Association to do so. Clubs are keen to maximise revenue-generating opportunities in an uncertain financial climate.
But sponsors warn that shirt deals will be undermined if other brands appear on strips. Paul Samuels, head of interactive partnerships and marketing at O2, said: "If we could extend our deal onto Arsenal's shorts and socks, that could add value. But if other brands gained a presence, it would create clutter that would diminish the worth of our deal."
The new Premiership season begins on Saturday.
Analysis, page 15.
.jpg)
.jpeg)
