Chelsea are continuing their search for a new shirt sponsor and have reportedly lowered their asking price to just £25million - and will include their women's team as part of the package. The Blues were forced into launching their new 2023/24 home kit without a shirt sponsor after failing to agree a deal with a commercial partner.
Chelsea were taking in £40million a year from their previous sponsorship agreement with Three. The west London outfit were looking for around £60million ahead of next season, and were closing in on a deal with broadcaster Paramount Plus. However, Premier League chiefs told them that such a contract would be in breech of the competition's Deed of License - an agreement between clubs and league.
After engaging in negotiations with gambling company Stake, the Blues pulled out of talks following a huge backlash from supporters. Along with frustration amongst fans, the Premier League is set to ban betting companies from advertising on the front of shirts from the 2026/27 season.
According to The Daily Mail, Chelsea have now lowered their asking price to just £25million and a host of top businesses have been contacted with the offer of sponsorship of the men's and all-conquering women's side at that price. The Blues have been searching for a new sponsor since Three decided not to renew following the sanctions against former owner Roman Abramovich after Russia's invasion of Ukraine.
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Chelsea's £25million asking price is considerably lower than what many of their rivals command from sponsorship deals. Manchester City take around £67million from their all-round package with Etihad; Manchester United receive £47million from their agreement with Team Viewer; Liverpool's deal with Standard Charter is thought to be worth north of £50million-a-year, while Tottenham pick up £40million from AIA.
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