Premier League gives Chelsea the go-ahead to complete their $40m-a-year front shirt sponsor deal with Infinite Athlete

Chelsea are on the verge of receiving Premier League approval for their new shirt sponsor deal. Following the conclusion of their contract with the mobile phone company ‘Three’ earlier this year, they have been actively seeking a new brand partnership.

The Blues have been playing this season without a shirt sponsor after the end of their previous deal with Three. Now that the EPL club has finally found a new shirt sponsor, an official confirmation is expected to be announced soon.

Chelsea is ready to announce their new $40m-a-year front shirt sponsor deal

After six Premier League games without a blank shirt, the Blues have finally given the green light to a $40 million deal with Infinite Athlete as their primary front-of-shirt sponsor. Infinite Athlete is a newly established sports tech and data firm that was formed in 2023 after the merger of Tempus Ex Machina and Biocore, LLC.

The Infinite Athlete logo is set to grace the shirts of both Chelsea’s men’s and women’s teams.

The English Club may debut their sponsor’s new logo in their upcoming game against Fulham in the Premier League. However, it remains uncertain whether the deal has been finalized solely for this season or if it will extend beyond the current season.

Previously, a proposed deal with Paramount was thwarted by the Premier League’s broadcasting regulations, and the Blues withdrew from advanced negotiations with Stake due to a backlash from fans concerning their association with the online betting site.

Seemingly, it now appears that Chelsea and Infinite Athlete have effectively persuaded the Premier League that they are in compliance with fair market value rules and have established justifiable investment connections between the company and Chelsea’s owners.

Why did Chelsea purchased land next to Surrey training ground?

Recently, the owners of Chelsea presented new proposals for the renovation and redevelopment of Stamford Bridge. According to the proposal, Chelsea intends to acquire the majority of the 1.2-acre land located between Stamford Bridge and Fulham Broadway tube station.

In addition to securing a long-awaited shirt sponsorship deal, Chelsea has acquired land next to their training facilities at Cobham as it became available. However, their intentions regarding the expansion of their training site remain unclear as no planning permission has been submitted yet.

The Blues have kicked off the season with just one win in their first 6 games, along with 3 losses and two draws. They currently occupy the 14th spot in the table. Chelsea is next scheduled to face Brighton in their Carabao Cup third-round fixture at Stamford Bridge on Wednesday.