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Chelsea gambled by not agreeing a cheaper shirt sponsor deal – will they reap the reward?

17 hours ago
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The alternate view, echoed within their home stadium Stamford Bridge, is that Chelsea rolled the dice and gambled on their sporting performance improving, therefore rendering it foolish to enter a long-term deal with a potential partner in the summer when the front-of-shirt value could be sold for a much bigger fee just a few months later.

The alternate view, echoed within their home stadium Stamford Bridge, is that Chelsea rolled the dice and gambled on their sporting performance improving, therefore rendering it foolish to enter a long-term deal with a potential partner in the summer when the front-of-shirt value could be sold for a much bigger fee just a few months later.

The alternate view, echoed within their home stadium Stamford Bridge, is that Chelsea rolled the dice and gambled on their sporting performance improving, therefore rendering it foolish to enter a long-term deal with a potential partner in the summer when the front-of-shirt value could be sold for a much bigger fee just a few months later.

The alternate view, echoed within their home stadium Stamford Bridge, is that Chelsea rolled the dice and gambled on their sporting performance improving, therefore rendering it foolish to enter a long-term deal with a potential partner in the summer when the front-of-shirt value could be sold for a much bigger fee just a few months later.

The club hierarchy’s choice to hold their nerve, to not just accept a low-ball figure for the sake of it, could be about to pay off — and it is a bet not many others in the game would have been willing to make.Short-term and long-term sponsorship deals remain a possibility. One sticking point in negotiations with potential partners is that Chelsea are not looking to sign with anyone for five years, preferring shorter contracts. They don’t want to be stuck in a five-year deal if, as predicted, there is a sponsorship boom in football linked to the 2026 men’s World Cup, which is being jointly hosted by the United States, Canada and Mexico.Manchester United, the outlier in this scenario due to years of underperforming on the pitch, recently extended their deal with technology firm Snapdragon, which sees them earn million (£59.8m at the current exchange rate) per year for their front-of-shirt asset.

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