Chelsea in talks over major new deal - £40m agreement on the line

By Sean Fisher

31st May, 2023 | 12:43pm

Sources: Chelsea in advanced talks over new shirt deal amid £40m-a-yr reveal

Talks between Chelsea and Allianz are advancing over a potential front-of-shirt sponsorship deal, sources have told Football Insider.

The Blues are working on landing a new long-term shirt sponsor with their current agreement with Three expiring this summer.

Chelsea’s partnership with the British telecommunications company was worth around £40million per season to the London club, but the hierarchy at Stamford Bridge are now in negotiations over a replacement deal.

Talks are underway between Chelsea and German finance company Allianz over a multi-year sponsorship agreement.

Allianz have already entered into the world of football sponsorship with German champions Bayern Munich – their long-standing partnership has existed for over 20 years and includes stadium naming rights as well as deals with the men’s, women’s and youth teams.

It is understood that negotiations with Chelsea are strictly for a front-of-shirt deal.

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The Blues ideally want a sponsor willing to match the £40million per season value of their Three deal, but the club’s failure to qualify for any European competition this season makes them a much less attractive commercial partner.

Premier League champions Manchester City currently lead the way in terms of front-of-shirt sponsorship value, with their Etihad deal worth £67.5million per year.

Newcastle are also in talks over a new shirt sponsorship agreement, with this site’s sources revealing they are in advanced talks with a Saudi Arabian company over a £25million per year deal.

Chelsea are pushing for a deal with Allianz to be completed soon ready for their 2023/24 kit launch this summer.

In other news, Chelsea finalise Manuel Ugarte deal as terms agreed – sources