Why Chelsea do not have a shirt sponsor despite having one for pre-season
Today at 03:09 PM
Chelsea are still without a front-of-the-shirt sponsor despite being a few games into the new season.
The Blues, who had Infinite Athlete printed on their kits during pre-season, have had plain jerseys since their opening defeat to Manchester City.
Chelsea had the sports technology company’s branding on the divisive release of their home strip earlier this summer.
The club then followed that up by unveiling their sponsorless away kit, with both shirts being donned throughout pre-season.
However, despite being a few matches into the new campaign, the Blues are still without a new sponsor.
Why Chelsea do not have a shirt sponsor?
The west Londoners are the only Premier League club to begin the new season without having agreed a front-of-shirt sponsor.
Infinite Athlete only agreed a short-term deal to sponsor Chelsea in September 2023 – which was extended to cover pre-season in May.
This is why their name was on show in Chelsea’s 1-1 draw with Inter Milan, but won’t be present should fans buy the 24/25 shirt online.
A fresh agreement with Infinite Athlete is not expected to be made, and Premier League regulations state clubs can only have ONE shirt sponsor during a season.
A single change is permitted on one match day over the campaign, so clubs can promote a charity partner – as Newcastle did for their 4-0 win over Tottenham in April.
Special dispensation is only granted in cases as financial difficulties – Chelsea have spent £185m this summer already – or if a sponsor fails to honour their contract.
This means Enzo Maresca’s side still don’t have a front-of-shirt sponsor.
Infinite Athlete’s replacement will likely match the £40 million deal the American company signed for the 2023-24 season.
Talks with Saudi airline Riyadh Air failed to come to fruition, and Chelsea are now scrambling to agree another short-term deal elsewhere.
Chelsea’s lack of Champions League football mean they are mindful of penning long-term contracts when they can’t command the fees of Europe’s elite.
But with the shirts now already manufactured by Nike, they will have to wait before they can change the front of the kits.
