Stefan Borson: Chelsea could agree multi-year sponsor deal after £60m reveal

Chelsea could agree a multi-year front-of-shirt sponsorship deal that will see some of the money allocated for this season.

That is the view of finance expert Stefan Borson, who exclusively told Football Insider that would help the London giants with their financial situation.

Chelsea have started the new season without a primary shirt sponsor for the second consecutive campaign after their £40million deal with Infinite Athlete expired over the summer.

Sports business expert Lukasz Baczek reported on 19 December the west London club are in talks with several companies and a deal could be agreed for this season in the next few weeks.

Stamford Bridge chiefs are understood to be expecting a fee in the region of £20-25million.

It has also been reported Chelsea are set to sign a package worth up to £60million to sponsor their men and women’s team from 2025-26 onwards if they qualify for the Champions League this season.

Chelsea shirt sponsor numbers are overly aggressive

But Borson insisted the numbers being talked about appear to be overly aggressive.

He told Football Insider: “I don’t believe anybody is paying £4-5million per month to sponsor Chelsea for a stub period.

“What might happen is as part of a new long-term deal, let’s say a four-year deal, someone could effectively allocate part of that consideration that they are paying for the four-year deal to this season.

“They could say ‘We recognise we are not getting the full £20million value for this season, but what we will do is take a little bit from the future years and to make the deal work as a whole, we will allocate some of it into this financial year’.

“That would help Chelsea with their financial position because it helps smooth it over. But I think it’s unlikely to be £20million. The window is gone.

“You are not going to sell any shirts with the branding on it. You have got very few home games. I know we have got the interesting part of the season to go, but before we know it, the season will be over.

“There is then the Club World Cup situation, which will straddle two contract years because of the dates.

“It’s not even the case where they can say to a stub-year sponsor they will get the Club World Cup because they will want to sell the Club World Cup sponsorship to the new sponsor.

“On top of that, they are going to want to have that sponsor in place as soon as possible, so as part of the production of all the kits for next season, they have got the sponsor on the shirt and it’s all been properly manufactured so it’s a very conventional sponsorship for that new partner.

“It’s been a long time now since they had a conventional, long-term partner.

“They really need to find that and I think some of the numbers that are being talked about just seems to me to be a little bit overly aggressive.

“I think they are unlikely to hit those numbers.”

In other news, Chelsea fans tear into “horrible” Cole Palmer after what he did v Everton.

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