Stefan Borson: This is how much Chelsea could land from shirt sponsor deal
Chelsea are looking to finalise a new front-of-shirt sponsorship as a deal appears to be edging closer.
Chelsea have started another campaign without a shirt sponsor, having failed to land a long-term partnership over the past couple of years.
Chelsea have set a £60million asking price after holding talks with various parties in recent months.
The Chelsea Chronicle reported on 14 November Oracle now looks set to become the Blues’ new shirt sponsor.
The Texas-based multinational software firm, which is co-owned by American billionaire Larry Ellison, has a market cap of £432billion.
Chelsea could land £20m windfall as shirt sponsor deal edges closer
Former Man City financial adviser Stefan Borson exclusively told Football Insider Chelsea are only likely to receive between £15-20m for the remainder of this season from their anticipated deal with Oracle.
The Blues’ last major front-of-shirt deal came in the 2023-24 campaign when Infinite Athlete agreed to pay £40m for a single season.
Speaking exclusively to Football Insider about the Oracle deal, Borson said: “It seems very unlikely to be worth more than maybe £15m or £20m at a push. I mean, you’re talking about the way these deals work, you get a whole load of inventory within the stadium, so you get the box and you get the pitchside.
“But how many home games have Chelsea got left? They have played six home games, which means they’ve got 13 left in the Premier League, so that’s two thirds of the home inventory left. They’re going to sell almost zero kits with the name, so that part of it is not really valuable.
“They’ll have Champions League, so that’s got some value. You could argue you’ve not really played the core of the Champions League yet, so you’re getting most of the Champions League value, so that’s good for them.
“But of course, the pitchside stuff on Champions League is not yours to sell. It’s the Uefa brands around the pitch, so you’re not getting the inventory there. I think £15-20m feels like the best that they could hope for if the story is true.”
Chelsea are preparing to take on Barcelona in the Champions League on Tuesday (25 November), with Enzo Maresca’s side sitting 12th in the competition’s league phase.
How much commercial revenue do Chelsea generate?
Chelsea have been in talks with multiple parties over their shirt sponsorship in recent months.
Stamford Bridge chiefs have been holding out for a significant fee, but it appears as though they could have to cut their losses at this stage in the season.
DAMAC appeared on the front of the Blues’ shirts from April until the end of last season, but it was never the intention for the partnership to be extended into this campaign.
Chelsea’s latest published accounts for 2023-24 revealed their turnover fell from £512m in 2022-23 to £468m despite their commercial revenue increasing from £210m to £225m across the same period.
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