In the midst of a sponsorship saga, Chelsea Football Club finds itself without a jersey sponsor as the 2023/24 campaign approaches. Following the termination of their £40 million per year deal with Three, the club has been actively seeking a more lucrative partnership to adorn their jerseys.
Despite efforts to secure a new sponsor, Chelsea’s negotiations hit various roadblocks. A proposed deal with streaming service Paramount+ was blocked by the Premier League due to conflicts with their American broadcasting partner, NBC. Another potential partnership with gambling firm Stake was abandoned due to the impending ban on betting brands from 2026. An offer from Bayern Munich’s stadium sponsor, Allianz, was also turned down by the club.
With the new season already underway, Chelsea has been playing in their new kits without a sponsor on the front. In the midst of their search for a suitable partner, My.Club, an adult premium subscription platform, has thrown their hat into the ring with an audacious £40 million offer. Mike Ford, the president of My.Club, sees this opportunity as mutually beneficial for both parties.
Ford expressed, “We here at My.Club want to sponsor Chelsea as they look to improve on last season’s disappointment. We want to have the My.Club logo prominently displayed on the front of Chelsea’s jerseys before the club kicks off its 2023 season against Liverpool. This contribution would work for both parties. For Blues, it will help to secure perfect signings like Kylian Mbappe. For us, it will ensure Blues fans have only two clubs to call ‘mine.’ It would be great having Mbappe, Mudryk, and other Chelsea players engaging with fans on My.Club, a platform for all creators.”
As Chelsea continues to navigate the complex landscape of sports sponsorship, the potential partnership with My.Club could bring a unique twist to football sponsorship and fan engagement, creating new possibilities for both the club and its supporters.
