The Premier League has given Infinite Athlete permission to become Chelsea’s new jersey sponsor. The Stamford Bridge club has been waiting for the arrangement, which is thought to be worth roughly £40 million per year, to be approved.
Chelsea, who have also purchased land adjacent to their training ground in Cobham, have begun the season without a sponsor on the front of their shirt. They’ve been seeking for a new brand since their contract with mobile phone company Three expired this year. Chris Jurasek, the club’s new chief executive, has lead the hunt.
Following a fan backlash, a potential alliance with the online casino Stake.com fell through, and the league forbade another with Paramount Plus.
In August, Infinite Athlete emerged as the most likely new sponsor. The company was formed this year as a result of a merger combining Tempus Ex Machina, which struck a seven-year deal with Chelsea in April.
The agreement will come as a huge relief to Chelsea’s owners, Todd Boehly and Clearlake Capital, who have struggled on and off the field since taking over the club last year.
The Infinite Athlete logo may be too late for tonight’s Carabao Cup match against Brighton. The league match against Fulham on Monday, though, might use it. The female team will also wear it.
The Premier League is likely to accept Chelsea’s shirt sponsors
Chelsea is also thinking about redeveloping Stamford Bridge, but it may be difficult now that a war veteran has requested an interim court injunction to stop plans to sell an important plot of land close to the stadium.
In July, Chelsea reached a deal in principle to purchase a 1.2-acre land owned by Stoll, a provider of supportive housing for veterans. The plan has gone through a consultation stage, with Stoll’s board of trustees scheduled to make a final decision on the potential sale next month, and there has been some opposition from residents who do not want to move. The Fulham Medical Centre has also expressed public disapproval, but the injunction has not prevented Stoll from proceeding with the process.
Purchasing the Sir Oswald Stoll Mansions site near to Stamford Bridge could lower Chelsea’s chances of having to relocate. Building a larger, state-of-the-art stadium has been a primary goal for Boehly and Clearlake.
Purchasing the Stoll property, it is claims, does not guarantee Chelsea’s continued presence at Stamford Bridge. They have considered relocating to Earls Court.
The Earl’s Court Development Company, on the other hand, recently released a draft masterplan for a mixed-use concept in the region, which does not include the construction of a new football stadium.