Chelsea will begin the new Premier League season without a front-of-shirt sponsor for the third year in a row, as the club continues to hold out for a deal worth around £60 million per season.
The Blues, now under Enzo Maresca, are taking a firm stance in one of football’s most valuable commercial spaces. Since parting ways with mobile network Three at the end of the 2022/23 campaign, Chelsea have only filled the slot on short-term agreements, including a brief spell with Infinite Athlete and a short run with DAMAC Group at the close of last season.
Why no deal yet?
Club sources suggest the ownership, led by Todd Boehly and Clearlake Capital, are determined not to undersell. Their asking price — believed to be around £60m annually, or £300m over five years — would put Chelsea in line with Manchester United’s partnership with Qualcomm and above Liverpool’s long-standing agreement with Standard Chartered. Only Manchester City, through Etihad Airways, command a higher figure in English football.
However, Chelsea’s inconsistent league form in recent seasons and absence from the Champions League last year weakened their negotiating position. Without regular European exposure, the value for global brands diminished.
Finances stabilised
Concerns around the Premier League’s profit and sustainability rules have now eased, following a mix of profitable player sales and internal transactions, such as selling club-owned assets worth nearly £200m. Chelsea’s return to the Champions League this season is expected to boost revenues by at least £70m, even under modest projections.
That income is in addition to the £85m earned from winning the FIFA Club World Cup in the United States this summer — a success that has not only lifted finances but also strengthened Chelsea’s appeal in international markets.
Holding out for the right price
The current strategy is to wait. Chelsea believe their position as world champions and their improved financial footing give them the leverage to command the fee they want, even if it means going into the season without a main sponsor.
While the tactic carries some risk — particularly as other leading clubs showcase high-value partnerships — the Chelsea hierarchy appear confident that patience will bring the right deal, especially from North American companies eager to align with a global football brand.
Chelsea’s ability to secure a long-term agreement at their desired figure will depend heavily on the performance of their commercial team and whether potential partners are prepared to pay a premium that places the Blues alongside the Premier League’s most valuable sponsorships.
