Exclusive: Chelsea ready to agree £45m shirt sponsor deal after ‘advanced’ talks revealed
Chelsea’s front-of-shirt sponsorship is likely to be worth around £45million after “advanced” talks have been revealed, sources have told Football Insider.
Enzo Maresca’s side have started the season without a primary shirt deal, having failed to land a long-term partnership over the past couple of years.
Chelsea have set a £60m asking price for their shirt sponsorship after holding talks with various parties in recent months.
Sources have told Football Insider a deal for Chelsea’s front of shirt is now likely to be worth significantly lower than that figure after two months of the campaign have already been played.
However, it is understood the Blues could agree a long-term deal that would see them earn between £40-45m per year for this season and the years ahead.
Chelsea could be about to agree shirt sponsor deal
Chelsea’s last major front-of-shirt deal came in the 2023-24 campaign when Infinite Athlete agreed to pay £40m for a single season.
The London giants announced a short-term deal in April for DAMAC to appear on the front of their shirts for the remainder of the 2024-25 campaign, but it was never the intention for the partnership to be extended into this season.
Chelsea could now be about to agree a new shirt deal after The Athletic reported on Wednesday (22 October) the club’s thorough process to find a sponsor is “nearing a conclusion”.
The news outlet added there are now less than a handful of discussions taking place with companies, with the talks “very advanced” and a decision expected in the “near term”.
It comes after Chelsea confirmed their new business leadership team following the departure of chief revenue officer Casper Stylsvig last month.
Todd Kline is now the president of commercial, Phil Lynch is the new chief digital officer and James Murray has been promoted to chief operating officer, with all three reporting to president Jason Gannon.
Chelsea agree £10m sponsor deal
Stamford Bridge chiefs have also been working to agree a new sleeve sponsorship deal after starting the season without a partnership in place.
Football Insider revealed on 19 September Chelsea were looking to agree a £15m-a-year deal for their sleeve sponsorship.
The Blues confirmed on Wednesday they have now signed a deal with FPT corporation for the remainder of this season.
The Vietnam-based technology solutions provider will see its logo feature on the club’s men’s, women’s and academy kits.
Football Insider revealed on Friday (24 October) Chelsea’s deal with FPT is worth around £10m for the campaign, but the club are still looking to agree a long-term partnership worth £15m for their sleeve sponsorship.
The Blues’ latest published accounts for 2023-24 revealed their turnover fell from £512m in 2022-23 to £468m despite their commercial revenue increasing from £210m to £225m across the same period.
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