OXFORD United chairman Grant Ferguson has confirmed the club remains in discussions with potential sponsors for the front of the new shirt.

The U’s released their new home kit last week without a front of shirt sponsor, leading to fans questioning why that was the case.

United said in a statement that supporters will not be able to return or exchange the current blank shirts for ones with a sponsor.

The U’s wore their new home strip for the final two games of pre-season, at home against Southampton and Palermo.

READ AGAIN: Oxford United reveal home kit for historic Championship season

“I’m a little bit perplexed as to the degree of concern, and maybe I should be happy that people are concerned,” Ferguson told BBC Radio Oxford’s The Dub podcast.

“I think it needs a little bit of context. We are still looking, there are some very active discussions in the UK and overseas, so it’s not a done deal.

“If we get what we’re looking for, it is barely one per cent of what the projected revenues are.

“I’ve seen some very silly numbers banded around as to what that shirt sponsorship is worth.

“In terms of what the shareholders have to contribute and the overall revenue numbers, it doesn’t particularly move the needle.

“Is it frustrating? Yeah, I would like what we can get. The commercial team have budgets, and we run the business like any other company, and the commercial team have got budgets and KPIs, and targets to reach.

“They will be assessed on that over the course of the season, but just because we haven’t got a shirt sponsor right now, it doesn’t fundamentally change things.

“There are still some very encouraging discussions ongoing.”

Promotion to Sky Bet Championship, plus the huge TV deal which starts this season between the Football League and Sky Sports, means United are able to attract a more lucrative sponsorship package than previous years.

Clubs across the English football pyramid though have been criticised though for their choice of shirt sponsors, while the Premier League has agreed to ban gambling sponsors from the start of the 2026/27 campaign.

Ferguson said the U’s are looking for ‘the right partner’, and one that can be worked alongside in the long-term.

“I said we cannot have certain categories because of due respect to some of our shareholders,” said Ferguson.

“There were other deals to get done, and there are people who will give you money because they want what they think is exposure to their brand, but we’re actually looking for a partner that we can work with and leverage off each other on a long-term basis.

“We’re not prepared to compromise just for the sake of it. We’re looking for the right partner.”