Nottingham Forest want to return to challenging for Europe when the 2026/27 kicks off in August
which compiles an annual list of how much each club can expect to gain from front-of-shirt and sleeve deals, reckonscan hope to receive a fair market value of £8.2 million.
That figure is slightly down from 2025’s £10.5m fair market value.. As The Sponsor puts it: “This year's results reveal a widening gap between the league's most commercially powerful clubs and the rest of the market in a post-gambling-ban era. ”For the Reds, being without European football for the coming season might partly explain their valuation drop.
In 2025/26, they enjoyed a memorable return to competing on the continent for the first time in three decades before being knocked out by Aston Villa in theside won the tournament they would have qualified for the Champions League. However, injuries caught up with them in the last-four tie and they finished 16th in the Premier League to leave them with no European football in 2026/27.
Forest’s valuation is significantly less than what the likes of Liverpool, Manchester City and Manchester United can expect to bank. The report puts Liverpool’s fair market value at £61m, City’s at £60.1m and United's at £60m. Arsenal are ranked fourth at £59.2m, before a big drop off to Chelsea in fifth. Tottenham Hotspur are sixth in the rankings with a £29.8m valuation - a big difference from their £49.1m valuation for 2025, following a second successive relegation battle.
Villa are seventh with a £26.2m valuation. The Sponsor report states: “Fair market value refers to the income a team or event can reasonably expect to achieve for its sponsorship on the open market in an arm's-length transaction. Grounded in commercial market evidence, The Sponsor's FMV Index provides brands, rights holders and agencies with an independent assessment of sponsorship value. ” Real Madrid's £63.1m valuation is currently the most valuable shirt sponsorship asset in Europe.
The report concludes that the Premier League’s ban on gambling sponsorship has not resulted in a collapse in value – with numbers holding up – but a reduction in sponsors’ demand.
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