Chelsea, Nottingham Forest and Sunderland are still looking for front-of-shirt sponsors after the gambling ban forced eight Premier League clubs to replace betting brands this summer. The biggest change is where the market has gone next: four clubs, Crystal Palace, Ipswich, Manchester United and Fulham, will have tech sponsors this season. Chelsea's search has been the hardest to close.
Chelsea's sponsor search
Kieran Maguire said Chelsea "have struggled in recent seasons, as the club wants a long-term deal at a price that they consider reflects their current status as Fifa Club World Cup champions." That view fits a club trying to sell itself at the top end of the market, even though the last league season finished with Chelsea 10th and 52 points.
Chelsea did briefly wear IFS, an AI technology company, on the front of their shirt for a few months last season. They also produced a stronger European run than their league form, going 5W-1D-2L in the Champions League and finishing second in Group D at the Club World Cup.
Maguire also pointed to the money now flowing through the market: "As the Premier League's broadcasting footprint has increased so has the value of these deals. And one of the biggest elements of commercial revenues is front-of-shirt sponsorship deals."
Written by Jack Mercer with AI-assisted research, cross-checked against 1 outlet. How we work →
