Stefan Borson: This is how much Chelsea’s shirt sponsor is really worth after deal agreed
Chelsea’s front-of-shirt sponsorship deal with IFS could be worth less than £5million until the end of this season at Stamford Bridge.
That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider there is very limited exposure for the AI company.
It was confirmed on 20 February Chelsea have agreed a multi-year global partnership with IFS until 2028.
However, the Sweden-based firm’s logo will come off the Blues’ front of shirt at the end of this season.
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VISIT THE CHELSEA FINANCE HUBWhy Chelsea sponsor deal ‘makes sense’
Chelsea were understood to be looking for a deal worth £65m a year with a new front-of-shirt partner, but they have been unable to achieve that figure despite holding talks with various interested parties.
GiveMeSports’ Ben Jacobs reported on 28 February the agreement with IFS is worth significantly more than £15m until the end of the season.
Speaking exclusively to Football Insider, Borson discussed the potential value of the deal for the Blues.
“On the positive side, they’ve obviously done some kind of multi-channel deal or some kind of long-term sponsorship with another good company,” said Borson.
“It’s probably not blue chip, but it’s a good company that’s got a real presence in the market, probably going to IPO in the next year or so and trying to build their brand out in advance of that.
“It makes sense for IFS, and it makes sense for Chelsea. It is a proper company it seems.”
Why Chelsea’s sponsor deal is worth less than reported
Borson insisted the deal with IFS will be worth much lower than the figures reported.
“I don’t think it’ll be that lucrative,” said Borson.
“I think probably the element that will be attributed to the front of shirt would be less than £5m, given that we’ve got maybe four or five home games, so there is very limited exposure overall.
“They’re still in the Champions League, but the level of exposure that comes after February is very limited, so they wouldn’t have paid very much for that as part of the deal.
“But obviously, it’s better than nothing, don’t get me wrong.”
Chelsea currently sit sixth in the Premier League table, while Liam Rosenior’s side are into the last 16 of the Champions League.
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