Explained: Why Chelsea still do not have a main front of shirt sponsor

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Explained: Why Chelsea still do not have a main front of shirt sponsor

Explained: Why Chelsea still do not have a main front of shirt sponsor

Tue, Oct 7, 2025 ·

2 min read

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Chelsea are currently operating without that form of revenue and have been now for two seasons, which is just unheard of and a really poor look on their part overall really.

So what can possibly be a reason to why they are still not agreeing a deal with a front of shirt sponsorship? Surely they must be missing out on some big earnings as a result? How can they continue without one?

Maguire attempts to explain

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Football Finance Expert Kieran Maguire has stated that there is a gap in valuation between the Blues and potential sponsors over how much they should be paid for the service.

He said: "Like many other disputes in football, it all comes down to price and perception of value.

"The price that Chelsea have been quoting to sponsors has been one where that everybody else has walked out the door. It's a bit like Spurs and the naming rights for White Hart Lane as it is known amongst football fans or the Tottenham Hotspur Stadium as it is known to the media.

"It's a case of just getting that deal to get both parties. Chelsea fervently believe that having won the Premier League in 2016 and therefore becoming the world champions in 2025 that the value of the club is significantly higher than what would appear to be the case from a from an advertiser's perspective.

"They do have a global fan base. they are very strong in certain markets around the world but it doesn't necessarily tie in where the sponsors want them to be strong from an eyeballs point of view and also from a from a spend in terms of fans point of view and you can't get those two parties to agree.

"So, you know, we had the strange deal a couple of years ago with Infinite Athlete, which was certainly lucrative for Chelsea, but that kicked in after the start of the season. Nothing last season until the last couple of games and nothing this season."