Chelsea continue to search for a new shirt sponsor after seemingly pulling out of a proposed partnership with online betting platform Stake.com.
The Blues saw their deal with mobile network Three, which had been in place since 2020 but was temporarily suspended in 2022 following Russia’s invasion of Ukraine, recently come to an end.
Talks with Allianz failed to produce a deal, although there is still reported interest from the German insurance firm in exploring a potential naming rights deal for Stamford Bridge once the stadium’s future is known amid redevelopment or rebuilding plans.
Chelsea were also blocked by the Premier League from pursuing a possible partnership with American streaming platform Paramount+, a broadcast partner in the United States, over potential problems it could cause with licensing and other broadcast partners.
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Instead, the club looked to have settled on Stake.com, who are already partnered with Everton. But it brought heavy criticism, notably from the Chelsea Supporters’ Trust citing the work the Chelsea Foundation does to help gambling addicts. Gambling sponsors on the front of Premier League shirts will also be banned altogether from the start of the 2026/27 season.
Amid the backlash, the Evening Standard has reported that Chelsea have decided against going ahead with the Stake.com deal. Instead, the search now continues to replace the partnership with Three that was believed to be worth £40m per season to the club.
With no shirt sponsor in place, Chelsea are among only a handful of Premier League clubs not to have launched at least one new kit for the forthcoming season – rivals Manchester United, Liverpool, Arsenal, Manchester City, Tottenham and Newcastle all have new home shirts out already.
Although unusual, it isn’t unheard of for a Premier League team to wear a shirt without a front sponsor. Nottingham Forest did precisely that last season, but for a club of Chelsea’s stature it would an enormous missed opportunity when it comes to revenue.
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On this edition of Son of Chelsea, part of the 90min podcast network, Daniel Childs reacts to Mason Mount’s exit, pulling out of Stake deal, AC Milan’s Christian Pulisic bid & more! If you can’t see this embed, click here to listen to the podcast!
