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Chelsea Secures Lucrative Front-of-Shirt Sponsorship Deal with Infinite Athlete

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By Daniel Edu

Chelsea Football Club has successfully secured a front-of-shirt sponsorship deal for the current season, ending a period without a major match jersey sponsor. The American Sports Technology Company, Infinite Athlete, has inked a significant agreement with Chelsea valued at over £40 million per season.

The need for this sponsorship deal arose when Chelsea’s previous front-of-shirt partnership with British telecommunications firm, Three, expired at the conclusion of the 2022-2023 season, and negotiations for a renewal fell through.

After playing approximately six Premier League matches without a front-of-shirt sponsor, Chelsea’s men’s and women’s teams are expected to sport the Infinite Athlete branding on their jerseys in upcoming games.

This sponsorship agreement encompasses all levels of teams within the club, including youth teams and gender-specific squads, for the duration of the 2023-2024 season. Chelsea’s female players are set to debut the newly branded shirts in their Women’s Super League match against Tottenham this Sunday, while the men’s team is expected to wear them in their upcoming clash against Fulham on Monday, October 2.

With this new front-of-shirt deal, Chelsea joins Premier League rivals Tottenham and Arsenal as one of the top earners in terms of jersey sponsorship. Earlier this month, Manchester United announced a partnership set to exceed £60 million annually, while Liverpool’s arrangement with Standard Chartered reportedly brings in £50 million per year.

Notably, Manchester City boasts the most lucrative shirt sponsorship deal in Premier League history, with their long-term partnership with Etihad reportedly valued at £70 million annually.

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