1) The Emi Martínez rule
Inspired by what Ian Wright called the Argentina keeper’s “shithousery” in Qatar, the law change means keepers must now “not behave in a way that unfairly distracts the kicker”, and must “show respect” instead. Critics say it’s an over-reach – too vague, too po-faced, and unfairly restraining keepers when takers are still free to bait them with stuttered run-ups. Wright says it’s “ridiculous”, France keeper Mike Maignan (@mmseize) reckons it’s part of a clear direction of travel: “New Ifab penalty rules 2026: goalkeepers must have their backs to the shot. If the penalty is saved, the opposition gets an indirect free-kick.” Other (real) law updates this season include offside players not being played onside by accidental deflections, and time being added on for over-lengthy celebrations.
2) New referees
Tim Robinson and Darren Bond step up to Select Group 1. Both come well-regarded, with the usual caveats: Paul Ince called Bond a “bottler” in February, Wayne Rooney said Robinson “should be banned and fined” after Derby were denied a penalty. Robinson made a top-flight debut in 2019, Bond had his last January. Andre Marriner has retired.
3) Cost-of-living crisis
Clubs have rallied round, in the way you’d expect. 17 of 20 raised season ticket prices – Forest by 20%, Fulham by 18%, Villa by 15%. Forest also shed some concessionary categories to help “simplify the pricing bands”. Everton rewarded fans’ patience with a 10% rise; West Ham with 8%. None cut prices, but three froze them, with Spurs revealing they did so on a point of principle: “We’re fully aware of the rising cost of living. We recognise and greatly appreciate the ongoing commitment of our fans.” They put up matchday prices by 20% instead.
4) TV overhaul
£29.99-a-month TNT Sports absorbed BT’s rights and hosts, minus Jake Humphrey, with a stated aim to deliver “irreverent” and “relatable” content; Sky have performance poet Peter Drury in for Martin Tyler, Simon Thomas for Jeff Stelling, and Mike Dean alongside him. Graeme Souness and Geoff Shreeves are both gone. Also look out for another TV auction in October as Sky, TNT, Amazon, Apple and Disney wave billions at the 2024-2027 rights.
5) Some choice new kits
Among the new looks: Arsenal’s hi-vis migraine away shirt with “fresh, shock-yellow base and fluid black lines inspired by the map of Islington”; their premium Invincibles home top listing all the results from 2003-04, apart from six of them due to an Adidas “design error”; Palace’s Ted Lasso AFC Richmond half-and-half shirt; Manchester United’s white and maroon away stripes “reminiscent of the city’s distinctive red bricks and architecture, with a night-green base representing the urban landscape”; and Newcastle’s modern football classic: a new second kit based on the Saudi national strip featuring the logo of £25m club sponsor Sela, a Saudi events firm majority-owned by Saudi’s Public Investment Fund, which holds an 80% stake in Newcastle. Seven of this season’s shirts have gambling sponsors, with the new rule banning them having a weaning-off period to 2026. And, in another nod to the tough economic times, clubs have raised kit prices by up to 14%. An adult United top, before personalisation, is now £80.
6) A new badge
Out goes Villa’s old lion facing left on a shield, in comes their new lion facing right on a circle. Critics say it’s a purple version of Chelsea’s badge; designers say it’s about “reigniting authentic brand assets” and creating a new “flexible, characterful, rich brand identity”. The lion has changed direction to signify “the progressive, forward-facing nature of the club”.
7) A new official ball
White base, black band and Just Stop Oil-style orange paint splash motif. Nike say it’s inspired by “the diversity of over 121 nationalities represented in the league, with each player’s nation called out with coordinates in iridescent ink”. A powerful nod to inclusion, yours for £125.
8) New mascots
Happy Harry and Luton-loving sister-since-2016 Happy Hatty make the big step up. Harry – named after former manager Happy Harry Haslam – arrived in the 90s to replace edgier duo Kenilworth Cat and his nemesis Rowdy the Rat. Also this year, top‑flight returns for Captain Blade at Sheffield United and Burnley’s Bertie Bee – publicly shamed in 2013 after being sent off for handing a pair of glasses to an assistant referee. “I wasn’t close to him or anything. It was just a bit of fun.”
