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Chelsea handed £10m boost with new sponsorship deal
Chelsea has reportedly agreed to a £10 million sleeve sponsorship deal with cryptocurrency firm BingX. The club aims to have the sponsorship in place in time for the first leg of the Carabao Cup semi-final next week.
After initially starting the current campaign without any shirt sponsorship deals, Chelsea secured a £40 million agreement with Infinite Athlete for the company’s logo on the front of shirts. However, the club has been without a sleeve sponsor since WhaleFin terminated a £20 million-a-year deal midway through the previous season.
The new £10 million deal with BingX is set to sponsor Chelsea’s shirt sleeves for the remainder of the season. The BingX logo will be added to the sleeves this year, transitioning to the primary sponsor of Chelsea’s training kits, currently held by Trivago. Infinite Athlete will move to the sleeves of the training kits in the 2024–25 season.
Chelsea is actively seeking additional revenue through sponsorship deals and has delayed a decision on a front-of-shirt sponsor this season while waiting for the best financial offer.
Talks have been held over a new main sponsor, with Saudi Arabian airline Riyadh Air reportedly among those discussing future agreements.
Chelsea is aiming for a deal worth £60 million per season, which would be a club record and put them among the highest-earning football clubs globally. Real Madrid currently holds the most valuable shirt sponsorship deal, earning €70 million (£60.4 million) from their partnership with Emirates.