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Explained: Why Chelsea are willing to accept cut-price £25m deal as they desperately seek new shirt sponsor
In a desperate attempt to reach an agreement before the start of the new season, Chelsea are prepared to accept a significantly lower shirt sponsorship cost.
According to The Daily Mail, the Blues have given a company instructions to find a sponsor before the upcoming season. According to reports, businesses have been offered the chance to be featured on the well-known blue jersey for a cost of £25 million ($32m).
The amount is much less than the £40 million ($52 million) the club previously made from its arrangement with Three and far less than what other elite clubs are making.
On Monday, Chelsea were forced into the unusual position of making their new kit available to buy with no sponsor’s logo on the front after two previous agreements fell through.
A major £60m (£78m) contract with the broadcaster Paramount+ violated Premier League rules, while a smaller agreement for about £40m ($52m) with the gaming company Stake was afterwards reached but was opposed by the audience.
When Chelsea’s new shirt—inspired by the 1990s—was unveiled, it attracted a lot of attention. Since it doesn’t have a logo, some have named it the shirt of the season for its simplistic appeal.
The US preseason for Mauricio Pochettino’s team begins on July 19 against League Two’s Wrexham, a team that has no trouble securing sponsorship.