Chelsea's Sponsorship Carousel: Every Shirt Sponsor Over the Last 4 Seasons
- Unprecedented Sponsorship Instability: Following the expiration of their long-term deal with Three in 2023, Chelsea has faced an unusually chaotic four-season period characterized by constant rotation and a struggle to establish lasting commercial stability for their kit sponsorships.
- Recurring Pattern of Late Deals: Chelsea frequently began seasons without a front-of-shirt sponsor, resorting to short-term fixes and late-season arrivals, such as Infinite Athlete in 23-24, DAMAC for six matches in 24-25, and IFS.ai in February 25-26.
- Quicker Completion, Continued Turnover: For the 26-27 season, Chelsea secured their full kit sponsorship lineup (USDC and Sokin) quicker than in recent years, yet it still represents another stopgap arrangement, continuing the unprecedented turnover of commercial partners.
Following the recent announcement of London-based fintech firm Sokin as the club's new multi-year sleeve partner, Chelsea have officially completed their kit sponsorship lineup for the 2026-27 campaign. Remarkably, completing both sponsorship slots by late October represents Chelsea's quickest turnaround in years, highlighting an unusually chaotic four-season stretch of revolving kit deals at Stamford Bridge. Big thanks to whatthekit.
Chelsea Shirt Sponsors (23-24 to 26-27 Season)
An infographic shared by kit expert @whatthekit neatly captures the constant rotation of brands across the Blues' shirts over the past four campaigns.
Since the expiration of the club's long-term agreement with Three in 2023, Chelsea have struggled to establish lasting commercial stability on their kits, turning instead to a patchwork of short-term fixes, late-season arrivals, and bridging agreements.
The trend began in the 23-24 season, when Chelsea started the Premier League campaign entirely sponsorless before securing a one-year deal with sports technology firm Infinite Athlete at the end of September. The sleeve position was subsequently filled midway through that season when crypto exchange BingX arrived in January 2024. Rather than serving as a temporary bridge to a major long-term deal, this set off a repeating cycle for the years that followed.
The 24-25 campaign proved even more unconventional. While digital entertainment platform Fever took over sleeve duties alongside occasional appearances from Live Nation, Chelsea played nearly the entire season without a front-of-shirt sponsor.
A commercial partner was only secured in May 2025, when luxury property developer DAMAC signed on for just six matches to conclude the season. The pattern repeated almost identically in the 25-26 season, with tech company FPT arriving on the sleeve while the front remained blank until February 2026, when Swedish industrial AI firm IFS stepped in with IFS.ai branding for the remainder of the year.
For the current 26-27 season, Chelsea have once again secured a stopgap front-of-shirt arrangement with Circle's USDC alongside Sokin on the sleeve.
While having both positions locked in by the autumn marks their fastest completion across the four-season sequence, the club continues to navigate an unprecedented turnover of commercial kit partners year after year.
Which Chelsea shirt sponsor from the past four seasons impressed you the most? Comment below.