For now, Stamford Bridge has avoided a name change or sponsorship. But Todd Boehly has just been involved in a major deal with the LA Dodgers, which could be something Chelsea eventually adopt.
As things stand, Boehly fronts the ownership at Chelsea alongside Clearlake’s Behdad Eghbali. Yet, it remains that Boehly only owns a 12.8% stake in the club. Indeed, Clearlake’s stake is a massive 61.5%.
The Dodgers are primarily owned by Mark Walter, who himself has a similar 12.8% stake in Chelsea, like Boehly. The latter has a 20% stake in the Dodgers. Both will have been involved in the Dodgers’ deal.
However, Boehly continues to be making the decisions, something that was heavily criticised by Joe Cole in the former Chelsea star’s rant this week. Off the pitch, Chelsea have just been fined a huge £10.75m.
Antonio Conte loves the new Chelsea owners 😬
Do they come anywhere near close to Roman Abramovich?
Antonio Conte on Chelsea
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Boehly is having to find ways to balance the books. Cole referenced the need to sell homegrown players for pure profit – the likes of Mason Mount, Conor Gallagher and Lewis Hall. A new avenue is needed.
Well, a new deal involving the LA Dodgers and Boehly could point to his next Chelsea move. Avoiding the sale of the stadium as a whole, the LA Dodgers have sold sponsorship rights to the Dodger Stadium pitch.
Adam Williams on why Chelsea could adopt LA Dodgers move
As reported by The Athletic, the Dodgers did not want to sell their stadium. But, they have decided to generate more cash by selling the pitch’s sponsorship rights to Japanese clothing brand Uniqlo.
So, could this happen at Chelsea? Well, GRV’s Football Finances expert Adam Williams is across the deal and explains what it would look like if Boehly and Walter mirror their LA Dodgers deal, in West London.
World Series - Toronto Blue Jays v Los Angeles Dodgers - Game Five
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“Chelsea’s stadium situation is complicated by the Pitch Owners, who own the rights to the name Chelsea FC and who could – in theory – force the club to change their name if moved away from Stamford Bridge.
“I think they will probably be amenable to a move if truly in the club’s best interests, but it’s interesting from a political perspective that there is a backstop there,” Williams explained, on a potential move.
“But in terms of the naming rights for Stamford Bridge or a new stadium, that deal is BlueCo’s to sell. The Dodgers deal, therefore, might give us some insight into the strategy that BlueCo could one day take.
“The Dodgers deal is not a naming rights deal but rather a ‘presenting partner’. It will be something like ‘Dodger Stadium presented by Uniqlo’. Could we see a similar move at Stamford Bridge?
“It might be one way to make a commercial agreement for the stadium more palatable to fans – and the Pitch Owners, who I’ve been told would want ‘Stamford Bridge’ in the name whatever happens.
National League Championship Series - Milwaukee Brewers v Los Angeles Dodgers - Game Three
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“If and when they do a naming rights, regardless of whether it’s for Stamford Bridge or a new home, it’s likely to be worth £100m-plus over a five or 10-year deal, so it’s a move that they need to get right.”
Why LA Dodgers chose a Japanese brand – Chelsea may follow
One thing that has always been present in the Premier League is capitalising on an individual player’s fame in their home country. South Korean stars Ji Sung-Park and Son Heung-min enjoyed massive fame.
Boehly, Walter, and the LA Dodgers hierarchy have clearly looked to optimise the fame that Japanese star Shohei Otani has in his home country. Could Chelsea follow suit when choosing a possible sponsor?
Simon Jordan met Behdad Eghbali and says he’s one of the smartest and capable people he’s ever met in football 👀
Thoughts?
Simon Jordan on Behdad Eghbali
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Williams explains it is an avenue that Boehly and Walter are aware of: “Uniqlo is a Japanese brand. The Dodgers have Shohei Otani, who is one of the best-paid athletes in the world and is a superstar in Japan.
“So Boehly, Mark Walter and the team that they have put in charge behind the scenes there are clearly cognisant of the impact that an individual player can have on a club’s commercial situation.
“If Chelsea signed a player synonymous with his home country who turns out to be a superstar, they could leverage on that. It’s one thing that American owners in particular are hyper aware of: the changing nature of fandom globally – of individuals, not teams.”
For now, Chelsea’s pitch remains under the ownership of the Pitch Owners. But as Boehly looks for more avenues of funding at Stamford Bridge, don’t be surprised to hear of a new ‘presenting partner’.
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