Knox Hydrate Wanted to Become Chelsea Kit Sponsor
- Knox Hydrate's Initial Interest: South African hydration brand Knox Hydrate first approached Chelsea to discuss a potential front-of-shirt sponsorship.
- Chelsea's High Asking Price: Knox Hydrate was deterred from sponsoring Chelsea due to the club's reported demand of £40-£45 million per season, which was significantly higher than the market value without Champions League football.
- Sponsorship with Newcastle United: Knox Hydrate ultimately secured a three-year, £80 million deal to become Newcastle United's front-of-shirt sponsor, equating to approximately £26.7 million per season, a price point closer to current market values.
South African hydration brand Knox Hydrate inquired about becoming Chelsea's front-of-shirt sponsor before ultimately signing with Newcastle United, as per @pattyalttman. Knox Hydrate approached Chelsea to discuss terms and fees, but was deterred by the club's high asking price.
Knox Hydrate Rejected Chelsea's £40m-£45m Asking Price Before Signing With Newcastle
Chelsea is reportedly seeking between £40 million and £45 million per season for their main shirt sponsorship. However, without the draw of UEFA Champions League football, brands are typically only willing to offer in the region of £25 million to £30 million. Consequently, Knox Hydrate walked away from negotiations with the London club and focused on other options.
Instead, Knox Hydrate secured a deal to become Newcastle United's new front-of-shirt sponsor. The agreement with Newcastle is said to be worth around £80 million over three years, which equates to approximately £26.7 million per season, aligning with the current market value. Meanwhile, Chelsea look set to enter their fourth consecutive season without a long-term front-of-shirt sponsor.
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