Chelsea have released their new home kit for the upcoming Premier League season without featuring a main shirt sponsor.
The 1997–98 season, when the west London club won an unprecedented domestic and European cup double, served as inspiration for the Blues’ new outfit.
Gianluca Vialli succeeded Ruud Gullit as player manager during a turbulent season, and in the end, Chelsea won both the League Cup and the European Cup Winners’ Cup with a squad that included Gianfranco Zola, Dennis Wise, and Frank Lebouef.
The previous sponsorship deal between Chelsea and the telecommunications giant Three, worth £40 million annually, came to an end in the summer. And the club has been searching for a new sponsor.
Chelsea released a statement informing the fans of the situation: ‘Fans can purchase this season’s new but classic look on early access from 16 August via the Megastore at Stamford Bridge, our Official Online Store and nike.com.
‘The kit will be available via the wider marketplace from 23 August. Fans should be aware that the 2023/24 home kit that features on pitch may subsequently feature a front-of-shirt partner. The club will communicate any changes to the kit in due course.’
According to the Metro, Chelsea had come close to signing huge contracts with Paramount+ and the gambling company Stake, but talks fell through.
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The Premier League turned down a contract with Paramount because it would have angered domestic and international rights holders.
The idea of Stake appearing on Chelsea’s uniforms was strongly opposed by the club’s fans. As betting companies will not be permitted to sponsor the front of clubs’ uniforms starting from the 2025–26 season.
