Chelsea’s sponsorship situation needs to be resolved at Stamford Bridge, and it looks as if work is ongoing from the owners to do so.
Chelsea’s sponsorship journey over the last few seasons has seen some short-term fixes and negotiations, leaving the club in the unusual position of playing multiple seasons without a permanent partner.
This all began following the expiration of the three-year deal with mobile network Three in 2023.
And the club initially looked to have secured a massive long-term deal with Paramount+, but the move was sensationally blocked by the Premier League.
The reason was out of Chelsea’s hands, though. Officials cited concerns over the Deed of License, fearing that a partnership with a direct competitor of NBC, the Premier League’s primary US broadcaster, would jeopardise their multi-billion-pound TV rights agreements.
Deals with Infinite Athlete and DAMAC filled a gap, but no partner has been willing to meet Chelsea’s £60 million-a-year valuation.
QUESTION: If you could ignore the money and pick any brand to be on the front of the Chelsea shirt tomorrow, who are you choosing?💰
Various airlines, Red Bull and Paramount have been floated…
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As 2026 gets going, the strategy from the Chelsea owners appears to have shifted toward finding a global heavyweight sponsor that mirrors those seen at the likes of Arsenal or Manchester City.
A deal between Chelsea and Oracle looked likely to be the new front of shirt sponsor, but that’s gone quiet.
It has been claimed by Ben Jacobs on The Kings of The Bridge YouTube channel that Chelsea are talking to some airlines, but are waiting for the right brand.
It’s also stated that a potential return to the previous Paramount+ deal isn’t off the table either.
“So, if come the end of the season, if Paramount win that race (getting Premier League approval), is that deal back on the table? You never know. That’s a theory by some industry sources I speak to, although it’s not really stood up by anyone at Chelsea yet.”
Chelsea go down the Manchester City and Arsenal route for sponsorship 👀
Thoughts?
Chelsea hold sponsorship talks with airlines
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Arsenal’s partnership with Emirates is the longest-running front-of-shirt sponsorship in Premier League history, stretching back to 2006.
This deal is valued at approximately £50 million to £60 million per season (as per Sports Pro), which fits the kind of ballpark that Todd Boehly and co are chasing.
However, the deal is bundled with the naming rights for the Emirates Stadium, which could be a potential breaking point given the history of Stamford Bridge.
Manchester City’s main kit sponsor is Puma, with whom they signed a record-breaking £1 billion deal extending their partnership through the 2030s.
However, their front-of-shirt sponsor is Etihad Airways, a long-standing partner, who has the name of their stadium and training facilities.
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