Chelsea will continue to search for a new shirt sponsor after negotiations with the Jordan brand officially fell through, according to journalist Lukasz Baczek.
The Blues have held talks with several potential partners, including Riyadh Air, but they haven’t yielded an agreement that meets the club’s financial demands.
Chelsea want a whopping £50 million yearly for their front-of-shirt space.
This massive price tag, Chelsea’s underwhelming performances and a lack of Champions League football have proven to be barriers.
However, there is a potential silver lining. Current front-of-kit-sponsor Infinite Athlete has emerged as the favourite to fill the void.
They may not secure the front-of-kit spot, but there is a lucrative sleeve sponsorship deal worth £15 million annually on the table.
If Chelsea accepts the sleeve deal with Infinite, it could pave the way for a bigger name to take the main spot for a sum more than the current £43m per year deal with Three UK.
The club is also exploring options beyond Infinite Athlete for the sleeve sponsorship, with Chery Automobile a name on the cards.
Chelsea hope to land Chery as their sleeve sponsor, with talks ongoing over a deal exceeding £15m per year.
The club is reportedly negotiating with over ten companies worldwide for shirt and sleeve sponsorships and hope to agree deals before next season.
Their current deal with BingX brings in a mere £6m, and Chelsea are confident they can secure a significant increase on that sum regardless of the partner.
Chelsea are adamant they will not settle for less than they believe their brand deserves.
