Chelsea will wear a new kit for the first time against Los Angeles FC (LAFC) on Monday in the opening Group D match at the FIFA Club Word Cup. However, one important detail will be missing.
After agreeing a temporary front-of-shirt sponsor at the end of last season, DAMAC's logo and branding is not there to be seen now. Given it took Chelsea eight months to finally agree a deal for a main sponsor on their 2024/25, this might come as a surprise to many.
There is good reason, though. Chelsea, football.london understands, are still in talks with multiple brands in a 'competitive process' to land on a longer-term main sponsor.
DAMAC, the self-prescribed 'world-renowned' luxury real estate and property company from the Middle East, only signed up until the end of May, covering a handful of games across both the men's and and women's team. It is thought to have been on a match-by-match financial basis with around £1million paid out per time it was worn.
In total, that included seven men's games across all competitions, with both legs of the Conference League semi-finals and then the final itself. Six of those were won, whilst the women won all four of their games with DAMAC without conceding a single goal. In total that works out at £11million for just over a month of broadcasting.
Despite the attention FIFA hope the Club World Cup attracts, nothing has been put in place to see DAMAC remain on the front of the shirt. Instead, it will go on to become the primary property sponsor.
"We are thrilled to be working with the industry leader to bring to market a first-of-its-kind branded Chelsea FC residence in Dubai," said club president and chief operating officer Jason Gannon at the start of May and after the partnership had started. "With the club located in the heart of London, the collaboration will bring Chelsea to life in Dubai and support our continued growth on the global stage. We can't wait to see Chelsea Residences take its place in the Dubai skyline."
Chelsea and DAMAC have already begun working together on the projects mentioned. It still leaves a hole to be filled on the front of the new Nike kits for 2025/26. Both the blue home kit and 1970s-inspired white away shirt will be used in USA.
The white top, which has thin green and red stripes down the centre, was released last week. The blue one was unveiled earlier in the summer ahead of the Club World Cup.
Supporters will notice that once again there is a large patch bare on the chest of the shirts where the main sponsor usually sits. After starting the tournament without one, Chelsea will not be able to alter the kit throughout, even if a deal is struck.
Chelsea have not had a permanent shirt sponsor negotiated since Clearlake Capital-Todd Boehly took over. Once the three-year agreement with mobile giants Three ended, Chelsea failed to find an appropriate alternative and eventually settled for a one-season front-of-shirt sponsorship with Infinite Athlete.
They are the new sleeve sponsor and had been involved with Clearlake-Boehly through other means prior to the deal. Chelsea were left sponsorless at the start of the 2023/24 season before the Infinite Athlete change and then went almost all of 2024/25 before DAMAC were parachuted in late on.
The wait goes on to see if they will have a permanent new one for next year after securing Champions League football. The benchmark has been set at £40million per season, which is what Three are thought to have been paying.
This article contains affiliate links, we will receive a commission on any sales we generate from it. Learn more
Club World Cup on DAZN
Watch the Club World Cup free on DAZN
The FIFA Club World Cup will see 32 of the world's best club teams including Man City, Chelsea, Real Madrid, PSG andBayern Munich play across 63 games from June 14-July 13.
Fans can watch every match live and for free by signing up to DAZN.