Chelsea finally get an approval for a shirt sponsorship deal worth £43 million

The front-of-shirt sponsorship agreement between Chelsea and the sports technology company Infinite Athlete has been approved by the Premier League

Blues management are already working on a longer-term sponsor for the start of next summer, so the arrangement, which is allegedly worth £43 million, will only run through the end of the current campaign.

Although it will be visible on both the men’s and women’s shirts, Infinite Athlete probably won’t be prepared for Wednesday night’s Carabao Cup match against Brighton.

It might make its Premier League debut on Monday night away at Fulham. The full ownership of Chelsea by Clearlake Capital in the business was not a substantial cause for worry, according to the league.

The financial parameters of the transaction haven’t changed dramatically as a sponsor has already been found, and an announcement is now planned for Wednesday morning. After the Premier League rejected a sponsorship agreement with broadcaster Paramount+ because of the potential to annoy current rights holders, Chelsea had trouble finding a sponsor.

Given that raising the club’s standards on the business side was one of their declared goals, Chelsea has played so far since June with sponsor-free shirts, which do look very slick and rather distinctive but don’t do much to enhance the current ownership’s stench of failure.

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