Chelsea finally get Premier League green light for huge £40m shirt sponsor deal


Chelsea finally looked set to reach an agreement for Infinite Athlete to become their front-of-shirt sponsor. The Blues have played the opening month of the season without a main sponsor on their shirts after the partnership with Three ended at the conclusion of the 2022/23 season.

Streaming platform Paramount and online betting company Stake were both interested in becoming Chelsea's sponsors, but each deal fell through. As a result, Chelsea were left waiting to find a new sponsorship agreement to go on their shirts, with Infinite Athlete then emerging as an option.

However, an agreement being struck was delayed as the company sought to get Premier League approval and that now looks to have been provided. According to the Telegraph, Chelsea have been handed Premier League approval for Infinite Athlete to become the club’s new front of shirt sponsor.

The report notes that the deal is worth £40million but the final agreements have not been reached in time for Infinite Athlete to be on the Chelsea shirts for the Carabao Cup against Brighton. However, it is expected the new sponsors will be in place to feature in the Blues' next Premier League game against Fulham on Monday night.

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It has also been claimed that Infinite Athlete - a company recently formed when Tempus Ex Machina acquired Biocore - will then become a sleeve sponsor next season which leaves space for a long-term deal to be agreed for a main shirt sponsor. In place of Infinite Athlete, it is expected that Riyadh Air, the official state airline of Saudi Arabia, could takeover from 2024/25.

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