Chelsea Set to Begin Another Season Without a Front-of-Shirt Sponsor, Sponsor Announcement "Expected Soon"

Chelsea is preparing to start the new season without a front-of-shirt sponsor for the second year in a row.

Chelsea Only Seeks a One-Season Deal Only Currently

Chelsea's difficulties to get a main sponsor highlights the club's ongoing challenges in securing a lucrative, long-term partnership.According to Dan Sheldon from The Athletic, the club is expected to announce another short-term sponsorship deal soon. It's been confirmed by Chelsea that Infinite Athlete, the brand that partnered with Chelsea last year, will not return as the front-of-shirt sponsor for the upcoming season.

It's very difficult for Chelsea to get a lucrative main sponsor due to Chelsea's failure to qualify for the UEFA Champions League and likely also the extreme and very unsuccessful spending.

A short-term sponsorship deal, while not ideal, will provide Chelsea with the necessary cash flow to navigate the current season. The club is banking on a better performance this year, with hopes of qualifying for the Champions League. This would, in turn, boost their commercial value and make them a more attractive prospect for long-term sponsorships next summer.

Meanwhile, Chelsea has added a message in its online store that the club cannot retrospectively apply branding to blank shirts post-purchase. If a "Front of Shirt" sponsor is announced in the future, fans will have the opportunity to buy this version.

Do you think that Chelsea will find a (good) shirt sponsor for next season? Let us know in the comments below.