Chelsea hoped for a shirt sponsor from the American subscription service Paramount +. Inter Milan wore the logo of the service on the front of the shirt during the UEFA Champions League final. However, due to concerns about damaging the Premier League’s relationship with current broadcast partners, the league banned the sponsorship deal.
Chelsea hoped to strike a deal that would see Paramount pay a huge fee to put its logo on Chelsea’s kit. There was no reported fee for how much it paid to be on Inter Milan’s kit at the end of the 2022/23 season. However, according to the Daily Mail, talks between Paramount+ and Chelsea were at an advanced stage for a deal.
Although Paramount+ doesn’t broadcast football in England, the league thought BT Sport and Sky Sports wouldn’t be too happy about this deal. Yet Paramount+ is not a direct competitor. However, it’s up to NBC and Peacock for the American audience. NBC signed a massive six-year contract with the Premier League worth $2.6 billion. Peacock is a direct competitor of Paramount+. Besides broadcasting live sports, both have plenty of entertainment options. Maybe that influenced the deal with the Premier League and CBS.
The Premier League cited the license deed as the reason to stop the deal. That includes various facets of media and licensing rights with Premier League clubs. Still, the move to end the deal surprised Chelsea, who are now looking for a sponsor.
Chelsea needed Paramount+ as a shirt sponsor
The club’s deal with Three, a telephone and internet provider, expired at the end of the 2022/23 season. Rather than renew his deal, Three wanted to leave Chelsea because of the club’s connection to Roman Abramovich. Even though the Russian billionaire sold the club to American Todd Boehly, Three is still ready to move on.
With the Paramount+ shirt sponsor falling through, Chelsea need a replacement. Some contenders are familiar faces when it comes to kits. The leading candidate is now Stake, an online gambling company. The main issue with this is that betting sponsorship will be banned from the 2026/27 season. That means a deal with Stake can only last three seasons.
Allianz, main sponsor of Bayern Munich, is also a candidate. Either way, Stake looks set to lead the race for Chelsea’s main kit sponsor.
PHOTO: IMAGO / Sebastian Frej
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