Chelsea stands out in the Premier League as the only club to start the 2025-26 season without a matchday shirt sponsor. This follows Nottingham Forest's recent partnership with American gambling firm Bally's. Chelsea is currently engaged in a competitive process to find the right front-of-shirt sponsor, focusing on aligning with a long-term partner that matches their brand values and ambitions.

The Search for the Right Partner

Chelsea has received several offers but is prioritizing a deal that aligns with their long-term goals. The club aims to secure a sponsorship worth £60m-£65m per season, leveraging their recent qualification for the Champions League and victory in the revamped FIFA Club World Cup. New Saudi Arabia airline Riyadh Air has been strongly linked to a potential sponsorship, highlighting the global interest in partnering with Chelsea.

Historical Context

Last season, Chelsea went without a front-of-shirt sponsor until the end of April when they were sponsored by Dubai-based property company Damac. Similarly, the 2023-24 campaign started without a shirt sponsor until a £40m-plus deal was struck with US sports technology firm Infinite Athlete. This cautious approach reflects Chelsea's strategy to ensure they partner with sponsors that offer both financial and brand alignment.

The Gambling Sponsorship Landscape

The 2024-25 season saw 11 top-flight teams with gambling sponsors on their matchday shirts, an increase of three from the previous campaign. However, none of the Premier League's six wealthiest clubs, including Chelsea, feature a gambling firm on the front of their shirts. In 2023, Premier League clubs collectively agreed to withdraw gambling sponsorship from the front of their kits by the end of the 2025-26 season. This decision followed a consultation with the Department for Digital, Culture, Media and Sport (DCMS) as part of the government's review of current gambling legislation.

Impact on Young Players

Under-18s are not allowed to wear shirts with gambling sponsors, meaning young players have featured in games with sponsor-free jerseys. This regulation underscores the league's commitment to responsible advertising and protecting young fans from gambling influences.

Future Prospects

Chelsea's strategic approach to shirt sponsorship reflects their commitment to maintaining a strong brand image while maximizing revenue. As the club continues to compete at the highest level, securing the right sponsorship deal will be crucial for their continued success on and off the pitch.