Chelsea's Shirt Sponsor Blues: Why No Deal Yet?
Chelsea will start their Premier League campaign without a front-of-shirt sponsor for the second season running, as they continue their search for a lucrative long-term deal.
The Blues' previous sponsor, Infinite Athlete, signed a one-year extension during pre-season but has not committed to the first competitive match of the 2024-25 season. This adds to the growing sense of uncertainty at Stamford Bridge, where over £1.3 billion has been spent on players across four transfer windows.
The Quest for a Long-Term Deal
Chelsea's lack of a shirt sponsor stems from their ambition to secure a bumper deal that rivals the likes of Arsenal's £50 million-per-year Emirates contract or Manchester City's 10-year, £400 million Etihad agreement. The club believed that qualifying for the Champions League in 2023-24 would put them in a strong position to attract such a deal. However, their underperformance last season meant they missed out on Europe's top competition.
The Athletic reported that Chelsea was seeking a long-term sponsorship worth around £60 million per year for both the men's and women's teams. They eventually settled for a £40 million deal with Infinite Athlete, a company with ties to Chelsea owner Todd Boehly. However, the one-year nature of the agreement has left the club in the same predicament once again.
Both brands and clubs are hesitant to enter into short-term deals, as the exposure often does not justify the cost.
Why a Long-Term Deal is Vital
Securing a major sponsorship deal is crucial for Chelsea's long-term financial planning. The proposed changes to the Premier League's Profitability and Sustainability Regulations (PSR) will introduce a squad-cost ratio, which determines a club's ability to spend on wages and player transfers based on their revenue.
The higher a club's revenue, the more they can spend on their squad. A long-term sponsorship deal would provide Chelsea with the financial stability they need to navigate the new regulations and maintain their competitive edge.
Who are the Contenders?
It is highly unlikely that Chelsea will renew their partnership with Infinite Athlete. Riyadh Air, the airline backed by Saudi Arabia's Public Investment Fund, has been linked with a multi-year deal, similar to the agreements between Manchester City and Arsenal and their airline sponsors. However, Chelsea's absence from the Champions League has led to a significant difference in valuations between the two parties.
With gambling sponsors prohibited from appearing on front-of-shirt advertising in the Premier League from 2026-27, the pool of potential long-term sponsors has shrunk considerably.
Chelsea has announced a one-year sleeve sponsorship deal with Fever, an "entertainment discovery platform," for the 2024-25 season. Whether this partnership will evolve into a longer-term agreement remains to be seen.
The club's lack of a shirt sponsor highlights the complex financial landscape in modern football. As Chelsea continues their search for a lucrative deal, the absence of a sponsor on their jersey serves as a stark reminder of the challenges they face in achieving their ambitions both on and off the pitch.
