Overview
- A large Everton billboard that appeared July 12 has circulated on social media showing a presumed 2026–27 away shirt with the new CMC Markets sponsor and an “On Sale Now” line even though the club has not confirmed the design.
- Lazio’s Mizuno away kit was listed for sale on Pro:Direct on July 14 before an official club reveal, giving fans a full look at a white, pinstriped design with a retro crest.
- Some clubs have still staged controlled launches this week, with Leicester unveiling a maroon retro away shirt at its Jubilee Square event and Celtic making its adidas away kit available for pre-order ahead of its July 23 release.
- Specialist leak accounts, scheduled out‑of‑home ad campaigns and normal retailer e‑commerce workflows are each implicated in these early exposures, a pattern intensified by a compressed mid‑summer rollout calendar and supplier changes.
- The early appearances raise practical risks for clubs and fans including lost marketing surprise, higher counterfeit and return risks from premature sales, and a need to watch for official statements or corrections from clubs and their ad partners.