Chelsea have released their new kit for the 2023/24 season with no sponsor on the front of the shirt, leaving many fans wondering what exactly is going on.
Following a ’90s theme, Nike have implemented an iridescent Chelsea crest and Swoosh on the new home kit, keeping the kit minimal so the players can talk on the pitch.
Of course, there’s no company logo on the front of the kit either, keeping it clean and probably looking a lot better – for now, at least. But why don’t Chelsea have a sponsor for their new kit. FourFourTwo goes deeper into everything you need to know.
Since their three-year contract with mobile phone company Three expired last season, Chelsea have been working hard to find a new main sponsor for their kit.
Currently, fans can’t buy the new shirtwith Chelsea sure to secure a sponsor for their first Premier League game of the season against Liverpool on August 13.
Discussions are underway with several companies, but nothing has materialized so far.
Initially, US streaming service Paramount+ looked poised to acquire Three in a lucrative deal, but the Premier League blocked potential sponsorship over concerns about upsetting broadcast rights holders. Indeed, NBC Sports has held the broadcasting rights to Premier League matches in the US since 2016, with their latest deal running until 2028.
With that in mind, Chelsea then started talks over a one-year deal with betting company Stake.com, despite the ban on sponsoring betting shirts in England’s top flight coming into effect at the end of the 2025/26 season.
However, the club eventually pulled out of negotiations with Stake after negative fan reactions – 77 per cent of The Chelsea Supporters’ Trust disagreed or strongly disagreed with the proposed deal.
Highlighting the Chelsea Foundation’s work helping people with addictions, This has been announced by the Chelsea Supporters’ Trust reflects the mood among the fans.
It would be shortsighted and would force many of our members to view future CFC Foundation projects as symbolic.
“It is common knowledge that the sponsorship with Three was due to expire this summer. The CST is disheartened and not sure why it took until June to reportedly establish this new sponsor. An online casino and gambling company as a primary shirt sponsor is inconsistent with the commitment to growing Chelsea FC as a ‘world class’ organisation.
“We understand Chelsea’s desire to maximize revenue streams for the whole club. While we accept that it will happen, it must not come at the expense of the club’s values.”
Chelsea also reportedly turned down a deal with insurance company Allianz and an unnamed cryptocurrency company.
Once a shirt sponsor is found, so can Chelsea fans buy the authentic shirtas well as a regular version.
More Chelsea stories
Chelsea transfer news is starting to get going.
The Blues have been tied with Sadio Manetogether with Paris Saint-Germain star Neymarin an effort to improve their squad, while Manuel Ugarte seems to be PSG bound. Kylian Mbappé could be at stakealso, while Andre Onana is still on the radar.
Romelu Lukaku is also being suggested for a return to the selectionalthough expenses are unavoidable.
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