Chelsea's search for shirt sponsor

04/05/2024 13:33

Chelsea's issues around finding a front-of-shirt sponsor are set to resurface with no deal so far announced for next season, which sources say means they have missed the deadline for kit manufacturers Nike to include a new brand on the shirt.

The club did not have a shirt sponsor for the first two months of the season while the Premier League assessed an offer from Infinite Athlete, a sports data company, under its fair market value rules.

The Infinite Athlete deal for this season was eventually approved under associated party transaction rules at the end of September, as the sponsor has investment links to Chelsea's owners Clearlake Capital and Todd Boehly.

Chelsea's previous deal with the telecommunications company Three was worth £40million a season. The value of the Infinite Athlete deal has not been made public, but was confirmed to last only until the end of this season. It is thought it will become a sleeve sponsor next season.

The club's continuing absence from the Champions League will not have helped the search for commercial partners. Companies see a lot of value in the club they are involved with being among Europe's elite, as highlighted by the fact that Manchester United's kit manufacturer Adidas will pay the club £10million less for each season they are out of the competition.