Chelsea Start Premier League Without Front of Shirt Sponsor
For the second consecutive season, Chelsea began their Premier League campaign without a front-of-shirt sponsor. In their opening matches, the Blues have been playing without the valuable sponsorship space filled, as they continue their search for a new long-term deal.
Last season, Chelsea faced a similar issue, starting without a sponsor before eventually securing a £40m deal with Infinite Athlete, a company linked to Chelsea’s co-owner Todd Boehly. However, that deal has not been extended for the 2024-25 season, leaving Chelsea once again without a front-of-shirt sponsor as competitive matches have already begun.
This situation reflects broader issues at Stamford Bridge, where over £1.3bn has been spent on players across four transfer windows. Despite this massive investment, Chelsea have struggled both on and off the pitch, making it difficult to secure a lucrative and stable sponsorship deal.
Why Don’t Chelsea Have a Shirt Sponsor?
Chelsea had hoped to leverage Champions League qualification last season to secure a major sponsorship deal, potentially surpassing deals like Arsenal’s £50m-per-season Emirates contract or Manchester City’s £400m, 10-year deal with Etihad. However, underperformance meant Chelsea missed out on Europe’s elite competition, complicating their sponsorship negotiations.
Both clubs and brands are often hesitant to enter into short-term deals, as the exposure from one year is rarely seen as sufficient to justify the expense. Despite securing a one-year deal with Infinite Athlete for last season, Chelsea’s failure to qualify for the Champions League left them in the same difficult position, starting this campaign sponsorless.
The Importance of a Long-Term Deal
Securing a long-term sponsorship deal is vital to Chelsea’s financial future. The club is working to maximise commercial revenue, particularly with new Premier League financial regulations on the horizon. These changes will focus on a squad-cost ratio, which is calculated by dividing revenue by the wage bill and player amortisation costs. Increasing revenue through a significant sponsorship would allow Chelsea to invest more heavily in transfers and wages, while also helping avoid breaches of Profitability and Sustainability Regulations (PSR).
Potential Sponsors for Chelsea
Chelsea have ruled out renewing their deal with Infinite Athlete, and are now seeking a new partner. One possibility is Riyadh Air, a new airline backed by Saudi Arabia’s Public Investment Fund, which has been linked with a potential multi-year deal. However, Chelsea’s current absence from the Champions League has caused a gap in valuations between the two parties.
From the 2026-27 season, Premier League clubs will no longer be allowed to display gambling sponsors on the front of their shirts, narrowing Chelsea’s pool of potential partners. The club recently secured a one-year sleeve sponsorship deal with Fever, a technology platform for entertainment discovery, but it remains to be seen whether this partnership could evolve into something more substantial.
Chelsea’s struggles to secure a long-term front-of-shirt sponsor reflect the club’s ongoing efforts to align its commercial ambitions with consistent on-pitch performance. A stable sponsorship deal could provide the financial boost needed to help them meet their lofty goals both on and off the field.
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