Stefan Borson: This is how much Chelsea may earn from sponsor deal after confirmed news
Chelsea are working to agree new sponsorship deals in a bid to boost their commercial revenue at Stamford Bridge.
Enzo Maresca’s side started the campaign without a sleeve sponsor after their deal with Live Nation came to an end over the summer.
Football Insider revealed on 19 September Chelsea were looking to agree a £15million-a-year deal for their sleeve sponsorship.
It was confirmed last week Chelsea have now agreed a deal with FPT corporation for the remainder of this season.
The Vietnam-based technology solutions provider will see its logo feature on the club’s men’s, women’s and academy kits.
Chelsea to land £5m windfall after deal agreed
Former Man City financial adviser Stefan Borson exclusively told Football Insider Chelsea’s deal with FPT is likely to be worth around £5m for the campaign.
Chelsea had been in talks with the Haier Group – a Chinese manufacturing company – about their sleeve sponsorship before negotiations stalled between the two parties last month.
Speaking exclusively to Football Insider about the deal with FPT, Borson said: “It’s probably not worth much more than £5m between now and the end of the season. Maybe a little bit less.
“But a lot of it depends on what extra inventory that they get with the sleeve. They’ve taken the men’s, women’s and academy sleeves, so they’ve got quite a lot of inventory there.
“They may have obviously a box. That is a very expensive proposition as part of the deal. A lot of the pitchside stuff is expensive. A lot of the other player obligations, images and exclusivities that they might have within the Far East.”
Chelsea agreed a deal worth up to £8m in the summer of 2024 for Fever’s logo to appear on the club’s sleeves last season before the deal was terminated last December due to the company’s financial issues.
Live Nation then agreed to replace Fever as the sleeve sponsor, but the partnership didn’t continue beyond the Club World Cup, leaving the Blues searching for another deal.
Man City sponsor details revealed after documents analysed
Borson revealed Etihad Airways receives significant benefits as part of its sponsorship deal with Man City.
“If you look at what they say about the Manchester City Etihad inventory in the APT case, it’s something like 100 pages long in terms of all of the bits and pieces that Etihad received from Manchester City as part of their sponsorship deal,” said Borson.
“Obviously, the bigger the deal, the more inventory you get, the more detail that you have to give, and the more that goes in those appendices that looks at all of the things that the brand acquires for that period of sponsorship.
“So, it’s very hard to know from the outside, but I would think £5m is about where Chelsea could expect.”
Meanwhile, Chelsea could be closer to agreeing a front-of-shirt sponsorship deal after holding “advanced” talks with interested parties.
The Blues’ 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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