Stefan Borson: Chelsea’s owners are ready to lose £40m as sponsor stance revealed
Chelsea’s owners are ready to lose up to £40million in revenue if they fail to receive their asking price for their front-of-shirt sponsorship.
Chelsea have faced sponsorship issues over the past couple of years after failing to land a permanent deal for their front of shirt.
After holding talks with various interested parties, Chelsea are looking to agree a £60m deal.
Former Man City financial adviser Stefan Borson exclusively told Football Insider Enzo Maresca’s side will not compromise on their value, even if that costs them up to £40m in lost revenue.
Chelsea’s last major front-of-shirt deal came in the 2023-24 campaign when Infinite Athlete agreed to pay £40m for a single season.
Chelsea owners won’t compromise on £60m stance
Chelsea have been hit by a new sponsorship blow following the departure of chief revenue officer Casper Stylsvig.
The Dane has left Stamford Bridge after spending less than two years in the role since arriving from AC Milan in November 2023.
Speaking exclusively to Football Insider about Chelsea’s front-of-shirt sponsorship, Borson said: “They obviously believe that the property has a value and they will not compromise on that, even if that costs them £30-40m of lost money on the table over the last two years, they’re okay with that.
“Maybe they’ll be right. Maybe they’ll get a £60m-a-year, long-term deal soon, and that will justify them waiting.
“I think the sponsorship market is tough right now, and that’s borne out by a vacant training kit for Manchester United, a vacant front of shirt for Chelsea, a vacant sleeve sponsor for Chelsea, and a whole raft of the Premier League who are going to have to find new front-of-shirt sponsors when the gambling ban comes in imminently on front of shirt.
“That’s going to create a lot of supply, and there is limited demand.
“I know what I would do, but Chelsea obviously strongly believe that shirt is worth £60m a year let’s say, and the bids are obviously not that close to £60m.”
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 deal
Meanwhile, the Blues have also started the new season without a sleeve sponsor.
Football Insider revealed on 19 September Chelsea are looking to agree a £15m-a-year deal with a new partner.
Maresca’s side 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.
The Blues’ latest published accounts for 2023-24 revealed their revenue fell from £512m in 2022-23 to £468m due to their lack of European football in that season.
However, their commercial revenue increased from £210m to £225m across the same period.
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