Stefan Borson shares Chelsea’s ‘urgent’ priority after Todd Boehly makes new leadership decision
Chelsea are still yet to agree a new front-of-shirt sponsorship deal after standing firm on their asking price.
Chelsea have faced sponsorship issues over the past couple of years after failing to land a permanent primary shirt deal.
After holding talks with various interested parties, Chelsea are looking to agree a £60million deal.
The Blues’ last major shirt deal came in the 2023-24 campaign when associated party Infinite Athlete agreed to pay £40m for a single season.
Former Man City financial adviser Stefan Borson exclusively told Football Insider Chelsea likely have to agree a deal with another associated party if they want to receive close to their asking price.
Chelsea sponsor deal could require Premier League approval
In a statement on 23 September, Chelsea confirmed their new business leadership team following the departure of chief revenue officer Casper Stylsvig.
Meanwhile, 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.
Speaking exclusively to Football Insider about the new leadership team’s priorities, Borson said: “Well, they’ve got to start filling that front of shirt and the sleeve. That’s urgent, really.
“They’ve largely missed this season in terms of it being worth a proper amount. Unless it’s going to be an associated party deal, they’ve pretty much missed this season.
“It’s not impossible that there’s an associated party deal like the one they did with Infinite Athlete that was announced around now two years ago, and that was because it needed to be approved by the Premier League, so it’s not impossible that that’s in the process.
“In any event, they’re not going to be focused on that in terms of changing the commercial team.
“They’re going to be focused on who are the arm’s length third parties that they can bring in to take this proposition that they think is worth £50-60m a year.”
Chelsea 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 plan to agree £15m sleeve sponsor deal
Enzo Maresca’s side have also started the new campaign without a sleeve sponsor.
Football Insider revealed on 19 September Chelsea are looking to agree a £15m-a-year deal with a new partner.
The London giants are understood to have been in talks with the Haier Group – a Chinese manufacturing company – but it appears the negotiations have now stalled between the two parties.
Chelsea’s latest published accounts for 2023-24 revealed their revenue fell from £512m in 2022-23 to £468m, while their commercial revenue increased from £210m to £225m across the same period.
Maresca’s side have picked up eight points from their opening six games of the new Premier League season.
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