Avoided shame: Chelsea secure at least one 2024-25 kit sponsor
Chelsea, one of the most marketable clubs in the world, has entered the 2024-25 season in an unusual position. Despite securing a new sleeve partnership with live entertainment platform Fever, the club finds itself without a front-of-shirt sponsor for the second consecutive year. This absence of a principal partner comes at a time when Chelsea is striving to regain their competitive edge, especially after a few underwhelming seasons.
Just hours before their Premier League opener against Manchester City, the Blues announced a deal with Fever. Fever is a global leader in entertainment discovery. Fever’s platform allows users to explore and book live events in their area, earning revenue through commissions on bookings. On the sleeves of the men’s first-team Blues jersey, you’ll see their emblem and the URL of their website. The partnership valued between $7.8 million and $10.4 million per year, also extends to the Chelsea Women and Academy players’ kits, as per Lukasz Baczek via Footy Headlines.
The last-minute deal was so hastily arranged that the reveal image on Chelsea’s website had to be quickly photoshopped. Despite the rushed nature of the announcement, the Fever logo will now feature throughout their upcoming season. This guarantees that at least one jersey sponsorship spot will be filled.
Ongoing search for a kit sponsor on front of Chelsea shirt
Chelsea have begun the Premier League season with a front-of-shirt sponsor, as they have not secured one yet. This is worrisome for a team of their caliber, but the Fever contract does provide some financial respite. Last season, the English giants signed a one-year deal with Infinite Athlete, a sports technology company, to fill this role. The partnership extended into the pre-season this year, but they failed to reach a long-term agreement. This left the club without a main sponsor as the new campaign kicked off.
The absence of a front-of-shirt sponsor is particularly striking given Chelsea’s marketability. Despite a few challenging seasons, the club remains one of the most recognizable brands. That makes the ongoing search for a principal partner all the more puzzling. They reportedly held discussions with Riyadh Air, a Saudi Arabian airline owned by the Public Investment Fund. However, the two sides couldn’t agree on a multi-year partnership. They have also considered other potential sponsors, including betting website Kaiyun Sports, but no deal has materialized.
This front-of-shirt sponsorship is a significant revenue stream, with the club reportedly seeking up to $78.5 million per year for a package that includes both the men’s and women’s teams. This figure would place Chelsea’s sponsorship deal on par with Arsenal’s lucrative partnership with Emirates. However, with the Premier League season already underway, the club has yet to secure a deal close to that value.
The Athletic has recently indicated that an announcement of a new sponsor is expected soon. The deal would be worth around $52.3 million for the season, similar to what Infinite Athlete paid last year. Until then, Chelsea continue to compete in the English top flight with a shirt that, beyond the Nike swoosh and club crest, remains conspicuously blank.
How has this impacted Chelsea’s brand?
The delay in securing a front-of-shirt sponsor has implications beyond just financials. For a club that prides itself on its global appeal and marketing prowess, the inability to attract a principal partner reflects the challenges Chelsea faces in their post-Roman Abramovich era. Under the ownership of Todd Boehly and his consortium, the club has made significant investments. However, the return on those investments has yet to fully materialize on the pitch or in sponsorship deals.
Chelsea’s struggles to finalize a front-of-shirt sponsorship deal also highlight the broader market dynamics. The sponsorship landscape in soccer is increasingly competitive, with clubs vying for limited top-tier partners. The negotiations with potential sponsors indicate that while there is interest, aligning on terms that meet Chelsea’s expectations has proven difficult.
PHOTOS: IMAGO