The lucrative proposed deal for Paramount+ to become the club’s new major shirt sponsor has been halted by the Premier League, according to Chelsea
The previous contract with Three, which had adorned Chelsea shirts for three years starting in 2020, came to an end following the conclusion of last season, and the Blues are now searching for fresh branding for 2023–24 and beyond. Following Russia’s invasion of Ukraine in 2022, Three temporarily halted marketing efforts with the team. However, the agreement was renewed when Roman Abramovich sold the team last June. The corporation had even requested that their branding be removed from shirts, but that never happened since Nike, the supplier of athletic equipment, was unable to produce fresh shirts under the unique licence.
Chelsea are now without a doubt in need of a new sponsor, and they appeared to have hoped that it would be the American streaming service Paramount+. However, according to the Daily Mail, the Premier League has determined that an agreement would be in violation of the Deed of Licence, which regulates different broadcasting issues.
The UK has access to the entertainment streaming service Paramount+. Despite the fact that Paramount+ does not stream games in the UK, it is still an important Premier League broadcast partner in the US, and a connection with Chelsea might be troublesome for the league. Chelsea will have to think of other options instead. Allianz, a German financial institution with extensive ties to football, has been mentioned, although current reports indicate that a partnership with Allianz would not be as lucrative as one between Chelsea and the online betting site Stake.
The Premier League clubs recently voted to prohibit betting companies from the front of shirts starting in 2026, so any sponsorship from Stake would likely only be temporary. After then, only sleeve and pitchside gambling advertising will be authorised. However, given the active work the Chelsea Foundation does on the negative effects of gambling, there is also a moral dilemma.
The Chelsea Supporters’ Trust conducted a member survey and this week reported the results, saying that “over 77% of our voting members strongly disagree or disagree with the use of an online casino and betting company as the primary shirt sponsor.” The organisation made their position plain in a letter to Chelsea chairman Todd Boehly, highlighting initiatives managed by the Chelsea Foundation.
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