Sources: Chelsea drop asking price by £15m after deal collapses
Chelsea are prepared to significantly drop their asking price for a front-of-shirt sponsor, sources have told Football Insider.
The Blues started the summer wanting to find a partner willing to match the £40million per season paid by previous sponsor Three.
However, Football Insider now understands that Chelsea are willing to accept offers of around £25-£28million per season.
The London club would also prefer a short-term partner for the 2023/24 campaign, or one willing to include step-up clauses as they are confident they can return to the £40million valuation mark if they qualify for European football next season.
Chelsea missed out on continental football last season after finishing 12th in an underwhelming Premier League campaign.
With their Three deal expiring in June, the Londoners discussed sponsorship offers with multiple parties, including Allianz, Paramount Plus and Stake.
Allianz’s offer of around £20-£25million fell well beneath Chelsea’s initial asking price, while the Premier League stepped in to block the Paramount deal amid fears it could upset broadcast providers.
Following the collapse of both deals, Chelsea then turned to online gambling company Stake, who were willing to match Chelsea’s £40million asking price.
However, Blues fans voted overwhelmingly against partnering with the company and Chelsea subsequently pulled out of talks.
With no sponsorship deal agreed by July, Chelsea opted to launch their 2023/24 kit without a front-of-shirt sponsor, but warned fans that they can’t purchase one until the start of the new season.
Chelsea are now working towards finding a front-of-shirt sponsor before they kick off their Premier League campaign on 13 August against Liverpool.
The club’s commercial team has been warned that a deal needs to be struck for the start of the season as otherwise, the value could drop further.