Exclusive: Chelsea could agree cut-price '£40m' sponsor deal soon

Chelsea could have to significantly reduce their asking price for a new front-of-shirt sponsorship deal if they fail to reach an agreement before November, sources have told Football Insider.

The Premier League giants have started the new season without a primary shirt sponsor for the second consecutive campaign after their deal with Infinite Athlete expired.

Chelsea struck a £40million-a-year deal with the US-based sports data company in September last year, but the agreement has not continued into this campaign.

The west London club were initially looking to agree a £50million deal for this season, but Football Insider revealed on 26 September they have since been forced to lower their asking price to £40million.

Sources have told Football Insider the window is quickly closing for Chelsea to land a lucrative shirt deal after two months of the campaign have already been played.

If Stamford Bridge chiefs fail to strike an agreement with any interested parties before next month, a deal could only be worth around £15million for this season.

Chelsea sponsor deal could be crucial to PSR calculations

Football Insider revealed on 2 October Chelsea turned down a lucrative front-of-shirt sponsorship offer from a gambling company in August.

The West Londoners are not looking to agree terms with any gambling firms after pulling out of talks with online betting company Stake in July 2023 following a fan backlash.

Sky Sports journalist Kaveh Solhekol reported on 24 September Chelsea have held talks with Qatar Airways and two other airlines about becoming their new shirt sponsor.

But finance expert Stefan Borson told Football Insider those companies have likely been in talks with the London giants for the past two years and would want a “very good price” to agree a mid-season deal. 

Chelsea could once again be close to the profit and sustainability (PSR) limit this season if they can’t land a new deal as front-of-shirt sponsorship makes up a significant amount of their revenue.

The Premier League side reported a club-record revenue of £512.5million in their latest accounts for 2022-23, while they recorded an £89.9million loss across that same year.

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