Chelsea will get the asking price as new Saudi talks revealed – Keith Wyness
Everton’s former chief Keith Wyness believes a Saudi Arabian airline would be able to pay Chelsea’s asking price for a front-of-shirt sponsorship deal.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – insisted Chelsea need to create an auction to ensure they get their valuation in any potential deal.
The London giants have started the new campaign without a shirt sponsor for the second consecutive season after their £40million deal with Infinite Athlete has expired.
The Athletic reported in September last year Chelsea held talks with Saudi Arabian state airline Riyadh Air over a £60million-a-season package, but they couldn’t reach an agreement.
Sports business expert Lukasz Baczek reported on 22 August the Premier League club are now in talks again with an airline from the Middle Eastern country, but there has been no confirmation whether it’s with Riyadh Air or with competitor Saudia Airlines.
Chelsea location appeals to Saudi bidders
Wyness believes Chelsea could be an ideal fit for Saudi due to the club’s London location and proximity to Heathrow Airport.
He told Football Insider‘s Inside Track podcast: “There is going to be competition with Riyahd Air and some other airlines out there for Saudia Airlines, so it’s going to be a bit of a battle.
“As we have seen, Emirates have been a great sponsor of football over the years, as have most airlines.
“Certainly, I think Saudi’s big expansion for the airlines will also be a good one.
“With Chelsea being based in London and close to Heathrow, I think that could be a big one for Saudi.
“I think Chelsea would be able to command a good level. But what makes a good level for a sponsorship is an auction and a competition.
“If there is one sponsor out front, they can normally call the tune, so Chelsea have got to get two or three other really interested sponsors to be going up to their valuation for it to work.
“But I would expect Saudi to be able to pay the sort of price Chelsea are asking for and for it to be worthwhile in terms of activation for the airline.”
In other news, Chelsea have agreed cut-price sponsorship deal.
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