‘Chelsea suffer new embarrassment after missing out on £50m deal’
Chelsea have finally agreed a front-of-shirt sponsorship, with Dubai-based firm DAMAC coming on board for at least six games at the end of this season.
Chelsea wanted to agree a £50million deal for the 2024-25 campaign before being forced to lower their asking price as the season went on.
DAMAC have also become the Blues’ official property development partner.
Finance expert Stefan Borson exclusively told Football Insider the front-of-shirt deal is unlikely to be worth more than £1million and is effectively a “freebie” for DAMAC.
Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – has claimed the deal is “strange and embarrassing” for Chelsea.
Chelsea’s kit sponsorship deal is ’embarrassing’, says Wyness
Speaking on the new edition of Football Insider’s Inside Track podcast, Wyness insisted an extended agreement including the Club World Cup – which starts next month – would have made more sense.
Chelsea and Man City will take part in the tournament, which is being held in the United States across 12 venues in 11 host cities.
The Blues agreed £40million-a-year shirt deal with Infinite Athlete in September 2023, but the agreement expired last summer.
| Position | Team | Played | Points | GD |
| 3 | Man City | 35 | 64 | +24 |
| 4 | Newcastle United | 35 | 63 | +21 |
| 5 | Chelsea | 35 | 63 | +21 |
| 6 | Nottingham Forest | 35 | 61 | +12 |
| 7 | Aston Villa | 35 | 60 | +6 |
Wyness insisted big money will not have changed hands in this particular sponsorship deal.
He told Football Insider‘s Inside Track podcast: “Isn’t it a strange one?
“At least four games left, it’s also going on the women’s team’s shirts as well.
“I’m pretty sure zero money changed hands in this deal. It’s what we call a VIK, value in kind, deal.
“It relates to a project that DAMAC is doing for around 1400 apartments in Dubai with a football theme.
“Some will have a Chelsea branding. That’s the kind of trade-off that Chelsea are accepting here, there’ll be some sort of swapping of revenue.
“Instead of paying a lot of cash for the branding in Dubai, they’re giving it away through the shirt sponsorship.
“I don’t think much cash will change hands. It doesn’t even include the Club World Cup, as far as I understand it, which would have made more sense.
“It’s a bit strange and embarrassing, if you ask me, to have DAMAC come onto the shirt with four games left.
“I suppose it’s publicity, we’re all talking about it. It works from the DAMAC point of view, but it’s not the greatest activation I’ve ever seen.”
Chelsea set stance on Nkunku sale this summer
Meanwhile, Football Insider has revealed (6 May) that Chelsea are confident of recouping their outlay on Christopher Nkunku if he leaves the club this summer.
The Blues paid £52million to RB Leipzig to land the forward in 2023 but he has failed to establish himself in England.
Nkunku, 27, is unhappy at Stamford Bridge and is ready to move on when the transfer opens next month.
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