Desperate Discount: Chelsea Lower Shirt Sponsor Asking Price to Just £25 Million

Jul 14, 2023

by Footy Headlines

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Reduced Asking Price: Chelsea has lowered their shirt sponsorship asking price to £25 million per season, significantly less than their initial £60 million goal.
Previous Deal and Failed Offers: The previous Three deal was worth £40 million, and a £40 million offer from Stake was rejected due to fan backlash.
Comparison to Rivals: The reduced £25 million price puts Chelsea's sponsorship earnings well below those of their "Big Six" rivals.

The Daily Mail report that Chelsea are now seeking just £25 million from new potential shirt sponsors, less than half of their original £60 million goal.

Chelsea Lower Sponsor Asking Price

Fans are usually pleased on the rare occasions that their club launches an unsponsored shirt, and most Chelsea fans were especially happy considering their previous seasons putting up with the unsightly Three logo on their shirts. It's a different story for the club themselves, though.

The Three deal was worth £40 million per season, and the Blues had their eyes on an even bigger fee from their new sponsor, originally asking for £60 million a year for the advertising space. The club had a £40 million offer on the table from betting firm Stake, but pulled out after fan backlash, and with the new season just a few weeks away and the new home shirt already launched, the Stamford Bridge bean counters are starting to sweat.

According to the Daily Mail, Chelsea have offered the sponsorship deal to several businesses at the heavily reduced price of £25 million per season, almost half of what they earned from their previous contract and more than half of their original asking price. The package on offer even includes sponsorship of their women's team kits.

£25 million per season would put them well below the sponsorship earnings of their Big Six rivals. Man City receive $67 million a year from Etihad Airways and their completely above-board deal, Man United are paid £47 million by Team Viewer, Spurs get £40 million from AIA and Liverpool's agreement with Standard Chartered nets them over £50 million per year.

Do Chelsea think that companies will have been out off paying the big bucks after their atrocious 22-23 campaign? Or maybe they got a taste for generosity after paying €70 million for Mikhailo Mudryk and €120 million for Enzo Fernandez?