As Chelsea prepare to kick off their Premier League campaign against Manchester City, they might once again step onto the pitch without a front-of-shirt sponsor. The club's previous sponsor, Infinite Athlete, was only tied to a one-year deal, and while they continued through pre-season, they won’t be adorning the Blues’ kit as the season begins. We all noticed the absent “sponsor” on Chelsea’s jersey so how come a club like Chelsea is struggling to get a sponsor for the 2025 season?
Chelsea’s Sponsorship Dilemma
There are rumours that an announcement regarding a new short-term deal is imminent, likely in the same financial ballpark as the previous season’s £40 million arrangement with Infinite Athlete.
Well before that Chelsea had a sponsor called Paramount who ran into conflict with the premier league as they would disturb the “broadcasting rights”.
What are the Potential Partnerships Explored?
According to Athletic, Chelsea had explored a multi-year partnership with Riyadh Air, a Saudi airline owned by the Public Investment Fund, but the discussions still need to materialize into a contract. Talks were also held with Kaiyun Sports, a betting platform, but no deal was struck.
Previously, Chelsea sought a £60 million annual package for their front-of-shirt sponsorship, which would include both the men’s and women’s teams. While Arsenal’s Emirates deal sets a high bar, the women’s team secured a separate sponsorship with the telecommunications giant Three.
Leason from the 2024 season
In the 2023-24 season, Chelsea found themselves in a similar position, starting the season without a sponsor after their deal with Three concluded. They eventually agreed to a short-term partnership with Infinite Athlete for the remainder of the season, with the sponsor also committing to a multi-year sleeve deal starting in 2024-25.
The club's failure to qualify for the Champions League has left them hesitant to commit to a long-term deal at a lower rate, which could put them at a disadvantage if they regain their place in Europe’s elite competition.
The Strategy Behind Short-Term Deals
By opting for short-term deals, Chelsea is keeping their options open. A long-term contract signed at a lower rate could limit their earning potential if they requalify for the Champions League. A short-term sponsor allows them to reassess their market value and negotiate a more lucrative contract next summer.
One advantage of such a deal is that it would carry over into next summer’s Club World Cup in the United States, an event that promises significant exposure for the club and its sponsor.
What Lies Ahead?
Though it’s unusual for Premier League clubs to announce front-of-shirt sponsorship deals mid-season, it’s not unprecedented. Chelsea’s ability to attract a sponsor even after the campaign starts will depend on ensuring that the deal aligns with the league's "fair market value" standards.
For now, Chelsea’s focus remains on keeping their financial options open while aiming for a return to the Champions League, which would allow them to command higher sponsorship fees in the future.
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