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Chelsea confident they will receive green light for £40m Infinite Athlete sponsorship deal

Chelsea are waiting for the green light from the Premier League to unveil their £40 million-a-year shirt sponsorship agreement with Infinite Athlete, a sports data enterprise.

According to The Telegraph, Chelsea are confident the deal will come to fruition.

Infinite Athlete, a recently launched venture, has presented comprehensive financial details to the Premier League. 

This information is designed to show compliance with fair market value regulations, thereby securing authorisation to emblazon Chelsea’s jerseys with their logo.

Infinite Athlete initially explored worldwide stadium naming rights arrangements before pivoting to emerge as the preferred front-of-shirt sponsor for Chelsea. 

The company synchronises an extensive array of sports data, enabling the creation and refinement of groundbreaking products.

Infinite Athlete has reportedly provided evidence of raising substantial sums of investment, totalling hundreds of millions, with contributions flowing in from investors and backers.

Chelsea commenced the current Premier League season without a shirt sponsor after their agreement with Three ended this summer. 


Despite their persistent pursuit, the Premier League thwarted a proposed partnership with Paramount, while negotiations with Stake reached an impasse.

Infinite Athlete have won the race and will likely get exclusive rights to have their logo on Chelsea’s jerseys. 

There is mutual optimism from both parties as they set their sights on formalising the sponsorship arrangement in due time.

Beyond a mere valuation assessment, the Premier League’s enquiries encompass deeper facets, probing into the financial underpinnings of Infinite Athlete – a privately held entity. 

Links to Chelsea’s co-controlling owners, Todd Boehly and Behdad Eghbali, have also stirred interest.

Interconnected in the web is Tempus Ex Machina, with whom Chelsea started a seven-year product partnership in April. 

Tempus Ex Machina acquired Biocore to form Infinite Management, whose partners include Silver Lake.

Silver Lake owns over 18% of the City Football Group and invested in Fanatics alongside Boehly’s company Eldridge.

Clearlake Capital, co-owned by Eghbali, led a $700 million financing round for Fanatics last year.

Infinite Athlete has also inked deals with global sports leagues, including the NFL. 

Technology-focused golf series TGL, co-founded by Tiger Woods and Rory McIlroy, announced their partnership with the enterprise last week.

Chelsea’s affiliation with Tempus saw them unveil Match View X technology, affording fans unprecedented access to game analytics and graphics. 

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