Blocked By the Premier League: Why Chelsea Will Sign With Stake

Update: More and more details about Chelsea's search for a main sponsor are being released. According to @MikeKeegan_DM, a journalist for the Daily Mail, the Premier League did not grant Chelsea permission to sign a sponsorship deal with Paramount+ as they say it would breach the rules of the official broadcast partners.

Talks with Paramount+ are thought to have been at an advanced stage. The streaming service recently signed a short-term sponsorship with Inter Milan which saw their logo on the front of the Italian's kits for one Serie A match and the UEFA Champions League Final, against Manchester City.

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However, under the Deed of License, a contract between clubs and the Premier League regarding broadcasting/media guidelines, the governing body of the league vetoed the sponsorship, protecting outlets such as Sky Sports and BT Sport, which already have licenses to play Premier League games.

They also confirmed the already-discussed negotiations to strike a deal with Stake.com is going ahead but on a relatively short-term basis.

Update: In a shocking twist, Chelsea are in talks with Stake after an undisclosed crypto deal fell through on a proposed £44m/year contract, according to @croninbenjamin, as well as other sources.

Everton's current sponsor reportedly offer £40m/year in contrast to Allianz, which offered only £20m/year.

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The club were expecting an asking price of £50m a year, a 25% increase on the £40m with current telecommunications company Three. However, a poor season and the lack of qualification for the Champions League effectively thwarted the club's plans. Newcastle joining the Big 6 clubs has added additional pressure on Chelsea's search for a lucrative sponsor.

It would be a highly contentious partnership, given the recent, self-imposed betting ban by clubs, but not against it, as the legislation only starts after the 2025-26 season.

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Original: German insurance company Allianz are among the firms in discussions with Chelsea Football Club to replace Three as its principal shirt sponsor, according to sources close to the situation. This is reported by Sky News.

Allianz in Talks to Replace Three as Chelsea Shirt Sponsor

Allianz's blue color is greatly fitting with Chelsea.

The club's existing deal with Three is worth £40m annually. Todd Boehly, Chelsea's new controlling shareholder, had expressed confidence in securing a more lucrative deal than the three-year £120m agreement struck with Three in 2020. However, the club's poor performance in the Premier League this season could undermine its commercial ambitions. The absence of European football from Stamford Bridge next season may also impact the price of a new sponsorship deal.

Other clubs, including Manchester United and Newcastle United, are also looking for new shirt sponsors as the Premier League reduces commercial deals with gambling companies.

Three temporarily ended its association with Chelsea last year after the government sanctioned the club's then-owner, Roman Abramovich.

Chelsea 2023-24 Kit Predictions With New Main Sponsor

Based on the rumors, we have updated our Nike Chelsea 2023-24 kit renders with the Allianz logo. While the third is a full leak, both the home and away kits are predictions only.

The sponsor logo on the blue and gold Nike Chelsea 23-24 home jersey can either be white or gold in color.

Check out all classic an the leaked 23-24 Chelsea kits on Football Kit Archive

Perfect match? Would you like Allianz to become Chelsea's new main sponsor? Let us know in the comments below, and see the 23-24 Kit Overview for more 2023-2024 football kit info.