Chelsea‘s new home kit has been released without a front-of-shirt sponsor and the club has warned fans it won’t even be available to buy until after the season starts.
The Blues dropped official photos of several stars – both former and present – posing in their new jerseys for the upcoming season on Monday morning.
Alongside the likes of Mykhailo Mudryk and Reece James were Champions League-winning manager Roberto Di Matteo and Dennis Wise.
Mail Sport exclusively reported that they had failed to attract an appropriate commercial partner, becoming the first time a Big Six club to have no sponsor on the front of their shirt upon launch.
But in the club’s unveiling Chelsea insisted that, while they’ve still been unable to strike a deal with a sponsor, this may change prior to the start of the season – which is just under five weeks away.
Chelsea have released their official kit for the new season without a front-of-shirt sponsor
The Blues have gone with a 90s-inspired design that is becoming increasingly popular for Premier League clubs
The Premier League’s most expensive player Enzo Fernandez posed in the club’s new jersey
A Chelsea statement read: ‘Fans should be aware that the 2023/24 home kit that features on pitch may subsequently feature a front-of-shirt partner. The club will communicate any changes to the kit in due course.’
Chelsea’s agreement with telecoms giants Three – which saw them earn £40million-a-year – expired at the end of last season.
Reports now suggest that the club should expect less in a new agreement, nearer the £25m-a-year mark.
The Blues had seemingly twice identified a partner with Paramount+ and betting company Stake both linked.
However, a deal with the former was blocked by the Premier League as it was thought to potentially upset TV rights holders for the division.
The international streaming service does not broadcast Premier League matches in the UK, and would not be permitted under the Deed of License, which is the contract between clubs and Premier League.
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The latter on the other hand was opposed by fans, with some 77 per cent indicating that they would not be supportive of having the betting company as their partner.
As revealed by Mail Sport, Stake’s British website is powered by Isle of Man firm TGP, who have been controlled in the past by a Chinese billionaire, Alvin Chau, who has links to criminal Triad gangs.
He was jailed earlier this year for 18 years after being found guilty of more than 100 charges relating to organised crime and illegal gambling, and TGP’s command structure remains opaque.
The Premier League has also banned betting companies form being front-of-shirt sponsors on kits from the 2025-26 season.
After a hefty outlay in the past 12 months, with Todd Boehly splashing some £600m on players alone, there is increasing financial pressure on the club.
As such, a lucrative sponsorship deal would prove invaluable in helping steadying accounts.
The iridescent gold badge reflects the ‘prestige and history’ of the club according to the club
The west London side were sponsored by telecoms brand Three up until the end of last season
The Blues have also made a number of player sales, with the likes of Edouard Mendy, Kalidou Koulibaly, Kai Havertz, Mateo Kovacic and Mason Mount all being sold, with Cesar Azpilicueta and N’Golo Kante among those to depart for nothing.
The shirt itself is inspired by the increasingly-popular 90’s designs that are now a regular feature for big clubs in the Premier League.
Rivals Arsenal and Manchester United produced particularly popular kits last season drawing similar inspiration from the decade.
The club explains that the glory of the 1997-98 season – in which they won a League Cup and UEFA Cup Winners’ Cup – is remembered by their new kit, with the golden Lion badge emblematic of ‘prestige and history’.
Soucre: dailymail.co.uk
