Chelsea have revealed their 1990s-inspired new Nike home kit for the 2023/24 season.
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However, there is one glaring omission from the new design – the front of the shirt does not feature a sponsor.
This has seen the Blues become the first so-called ‘Big Six’ team in Premier League history to have launched a shirt without a main sponsor.
Chelsea’s previous sponsorship agreement with telecommunication company Three, worth £40 million a year, ended in the summer and the club have been on the lookout for a new partner ever since.
Here is everything you need to know.
Why doesn’t Chelsea’s new kit have a sponsor?
Chelsea find themselves in this situation because several sponsorship deals have fallen through in recent weeks.
Firstly, a financially lucrative deal with Paramount+ collapsed last month after the Premier League refused the club permission to get it over the line.
This was over fears that a deal with the American streaming service would upset the competition’s existing broadcast partners and break Premier League rules.
Negotiations were reportedly at an advanced stage and club insiders were surprised that the deal was stopped given given Paramount+ is not a direct rival of Sky Sports and BT Sport.
Chelsea then turned their attention to online casino Stake and a one-year deal had been agreed.
However, this prompted a furious backlash from fans who were uneasy about having a gambling company on the front of their kit.
Chelsea have also reportedly seen negotiations with an unnamed cryptocurrency company break down whilst they are also believed to have turned down an offer from Allianz.
So with the Premier League giants unable to strike an agreement over a new front of shirt sponsor, the club have decided to launch their new kit regardless to ensure fans have time to buy it ahead of the start of the season.
According to the MailOnline, Chelsea could even hand out patches that fans can iron onto their shirts if and when the club finally settle on a sponsor.
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