Chelsea’s cut-price of £25m for a new shirt sponsor is not low enough

Chelsea have this week revealed their home kit for the 2023-24 season without a front-of-shirt sponsor. The photoshoot took place after repeated failings to secure partnership deals with Paramount+ and Stake.com. While Chelsea’s valuation of prospective shirt sponsorships is down significantly, we look at why it is still not low enough as the club looks to overcome the on and off pitch turmoil of last season. 

At the end of last season, the club chose not to extend the three-year partnership with telecommunications company, Three. The Premier League then blocked a deal with streaming service Paramount+, due to concerns about conflicts with its broadcast rights holders. Following that rejection, the London club then opted out of a shirt sponsorship agreement with online gambling company, Stake.com.