Kieran Maguire: £40m Chelsea deal to include ‘significant’ clauses
The new shirt sponsor at Chelsea will likely include clauses based on the club’s Champions League status after the “turmoil” at the club over the last year.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the possible structure of Chelsea’s new shirt sponsorship.
Chelsea currently have a £40 million-a-season deal with telecommunications company Three, but their agreement is set to expire at the end of the season.
The Telegraph reported earlier this month (7 February) that the Blues are already in contact with several firms who have expressed interest in appearing as their new shirt sponsor.
According to Statista, Man City currently boast the most lucrative shirt sponsor through Etihad, who pay the Premier League champions £67.5million per season.
Chelsea’s Three deal ranks joint-fourth alongside Tottenham’s £40million AIA deal.
Maguire claims Chelsea will look to at least match the value of their current deal, but believes any potential sponsor will be wary of their European status.
“Chelsea will be looking for a minimum of £40m-a-season for a new shirt sponsorship deal,” he told Football Insider’s Ewan Kingsbury.
“They have a global fan base who are very present and active on social media, so they can leverage the value of the brand in that sense.
“Whoever decides to strike a sponsorship deal with Chelsea, they are likely going to have clauses embedded into the contract that will significantly increase the value if they are in the Champions League.
“On the other hand, it could be seen as a significant bargain if they don’t qualify.
“They will be put in place due to the club’s turmoil over the last year or so since the departure of Roman Abramovich.“
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