Prominent media outlet The Athletic has reported that Chelsea will start the Premier League season without a shirt sponsor for the second consecutive year, primarily attributed to their continued absence from the Champions League, leading the club to be unwilling to sign a long-term sponsorship contract.
Last season, Chelsea commenced without a shirt sponsor, only finding a short-term sponsor after eight rounds of matches. So why will Chelsea once again enter the Premier League without a shirt sponsor this season? Media outlets indicate that this is because last year’s sponsor, Infinite Athlete, only signed a one-year short-term deal. Although they will continue to appear on the shirt during pre-season, the Chelsea chest will be blank again at the start of the season. At least for the first round, Chelsea will not have a shirt sponsor. Those familiar with the partnership agreement have revealed that Infinite Athlete will not be Chelsea’s shirt sponsor this season, and will only sponsor the club’s training gear.
Chelsea will become the only Premier League club to enter the first round without a shirt sponsor this season. However, Chelsea has a solution. They may be seeking a company to sign a one-year short-term deal at a total price of approximately £40 million, with an announcement expected in the near future.
Chelsea is not willing to sign a long-term sponsorship contract at this moment. They believe that signing a long-term contract without Champions League participation will yield less revenue compared to similar contracts signed by other teams competing in the Champions League, putting them at a financial disadvantage compared to their rivals.
In other words, Chelsea hopes to secure a similar long-term contract after returning to the Champions League, when the sponsorship amount will be significantly higher. Stamford Bridge officials are confident in the team’s future competitiveness, and they are not concerned about the situation of consistently missing out on the Champions League.
Chelsea is also not worried about finding an institution to provide a one-year short-term deal this season, because Chelsea will participate in the Club World Cup after the league season ends. For institutions that sign a one-year short-term deal with Chelsea at this time, the contract duration will extend to the Club World Cup, making it quite attractive for sponsors.
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