Ciaran Morrison

Wed 4 March 2026 6:45, UK

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Chelsea’s commercial strategy has been questioned after they announced a new shirt sponsor until the end of the season.

That is according to ex-Everton, Aston Villa, and Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, following a deal agreed by Chelsea with AI company IFS.

The Blues have been without a shirt sponsor this season as they looked to agree a deal worth up to £65million.

A lack of shirt sponsors over recent years has contributed to Chelsea’s financial losses, after data released by UEFA revealed the club recorded a pre-tax loss of £342m last season.

Chelsea could be breaking into ‘next big sponsorship category’

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 – states it is “really surprising” that IFS will only sponsor Chelsea’s shirts until the end of the season.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness believes partnerships with AI companies could become “more common” in the Premier League.

He told Football Insider‘s Inside Track podcast: “What’s interesting is that AI, of course, with the growth, and we’ve all seen it very rapidly in recent months, it could be the next big sponsorship category.

“And so it’s interesting to see Chelsea break into this. All the clubs are looking for new sponsors after the betting bans come in. So AI could be a solution for this. And these sort of partnerships could become more common.

“So it’s something that is an interesting category, an interesting level, and we’ll have to see how it works out. That’s my guess of what I think the value is for Chelsea right now.

“Interesting though, it’s only till the end of the season. It’s really surprising. Now, whether it could be that both parties are deciding to look at how it works, how the AI systems work internally, do they provide real benefit for both parties, and then they’re going to decide and negotiate a deal for next year.

“But certainly, if it is only until the end of the season and it doesn’t get renewed, then there is a big question mark about Chelsea’s strategy again.”

How much could Chelsea earn from new shirt sponsor?

Stefan Borson exclusively told Football Insider that the deal between IFS and Chelsea could be worth as little as £5m until the end of the season.

Chelsea only have five more home games to play until the Premier League season finishes, meaning IFS will get little exposure.

IFS will remain a partner of Chelsea until 2028, with the company set to bring benefits to part of the club’s operations behind the scenes.