Blocked By the Premier League: Why Chelsea Will Sign With Stake
Jun 19, 2023, by Chris
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.
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.
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.
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.
Adidas Flamengo 26-27 EQT Collection Released
Adidas and Flamengo have officially launched the club's new Equipment (EQT) retro collection, making the Rubro-Negro the first Brazilian club to receive the iconic line. Inspired by the brand's seminal 1991 and 1992 aesthetics, the 1990s-themed capsule ditches the modern CRF monogram in favor of Flamengo's historic rowing crest with crossed oars and an anchor, placed alongside the classic Adidas Trefoil text logo. The lifestyle collection features five pieces including a color-blocked windbreaker jacket, crewneck sweatshirt, track pants, and graphic t-shirts in the club's signature red, black, and white color scheme.
Go Ahead Eagles 26-27 Third Kit Released
Dutch Eredivisie club Go Ahead Eagles and technical sponsor Stanno have officially unveiled their new third kit for the 2026-27 season. Named "Our Holy Waters," the design serves as a thematic companion to this season's "Our Holy Ground" home and away jerseys, shifting the focus to the club's deep connection with the IJssel river.
The Stanno Go Ahead Eagles 26-27 third shirt is built around an off-white base with fine vertical pinstripes running down the front. The centerpiece of the design is a detailed historic cog ship illustration across the torso, celebrating the Hanseatic maritime history of Deventer. Rich forest green decorates the folded collar and sleeve cuffs, complemented by gold trim and "GAE" lettering embroidered on the collar insert. Sponsor logos and branding appear in a metallic copper-bronze shade, alongside a recolored green and gold club crest.
Matching off-white shorts with green side piping and socks featuring the club's eagle crest complete the full kit. The Go Ahead Eagles 2026-27 third kit is available to purchase immediately through the club's official online store.
EFL Trophy Set to Become 'Jersey Mike's Trophy'
The EFL Trophy is set for another commercial rebrand, with American fast-food chain Jersey Mike's Subs closing in on a record-breaking title sponsorship agreement. The English Football League is finalizing a five-year contract worth approximately £5 million to officially rename the competition the Jersey Mike's Trophy.
The landmark partnership represents the most lucrative commercial deal in the history of the tournament. Participating clubs from League One and League Two, alongside invited Category One academy sides, will benefit from boosted prize money, starting with an initial pool of around £900,000 this season. The agreement directly supports Jersey Mike's major expansion into the UK and Ireland, where the US brand plans to roll out up to 400 store locations.
This move adds yet another chapter to the competition's long lineage of commercial title sponsors. Most recently titled the Vertu Motors Trophy, the tournament has previously operated under numerous memorable names, including the Papa Johns Trophy, Checkatrade Trophy, Johnstone's Paint Trophy, and the nostalgic LDV Vans Trophy.
No More Predator? Pedri Spotted in Next-Gen Adidas adiPURE Whiteout Prototype Boots
FC Barcelona and Spain midfield maestro Pedri has been spotted testing a whiteout prototype of the all-new Adidas adiPURE boots. Following Bayern Munich center-back Jonathan Tah, who stepped out in test pairs earlier this month, Pedri is now the most high-profile Adidas athlete seen taking the unreleased silhouette out onto the pitch.
The sighting comes as Adidas prepares to bring back the revered adiPURE silo for 2027, officially phasing out the Copa series to establish adiPURE as the brand's primary touch-and-leather boot alongside the Predator and F50. The next-generation adiPURE is engineered to combine classic heritage with modern speed, incorporating a plush Pureleather forefoot, a lightweight technical mesh quarter, a free-floating tongue, and a redesigned Adiframe soleplate.
While Pedri has been one of the central figures representing the Predator line, even rocking his personalized "Predri" signature branding, he has occasionally flirted with Copa models during training in previous seasons. Testing the whiteout prototype strongly indicates that Adidas might be positioning the Spanish technician as the premier ambassador to spearhead the revived adiPURE range ahead of its official debut in early 2027.
Steven Bergwijn Wears Unreleased Nike Kobe Mercurial Boots
The Nike Mercurial Mamba soccer cleats are set to be launched on Saturday, September 19, 2026.
