Chelsea ask for just £25m for a shirt sponsor after launching their new home kit without a partner

Chelsea are looking for just £25m for a shirt sponsor – and will include their women’s team as part of the package.

As Mail Sport revealed, the West London club were forced to unveil their new kit on Monday without a commercial partner after failing to secure a deal for the 2023-24 season.

They became the first ‘Big Six’ club to do so after, as we also revealed, the Premier League vetoed a prospective deal with international steaming service Paramount+.

It is understood that Chelsea, who were banking £40m a year from previous sponsors Three, were looking for around £60m but were left incredulous when top flight bosses told them that such a contract would be in breech of the competition’s Deed of License, which is the agreement between clubs and league.

Stamford Bridge officials then engaged in talks with gambling firm Stake over a deal that would have been worth around £40m, but they withdrew from negotiations feeling it would not be the right fit for the club amid a backlash from fans groups.

They were hoping to recoup £60million but will settle for less than half of the original asking price 

They had been in negotiations with betting firm Stake but pulled out of a deal after fan backlash

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The Premier League will ban betting companies from advertising on the front of shirts from the 2026-27 season.

With the clock ticking, Chelsea have enlisted the services of Creative Artists Agency to help with the search.

Mail Sport understands that a host of top businesses have been contacted with the offer of sponsorship of the men’s and all-conquering women’s side for a cut-price £25m.

The west London side were sponsored by telecoms brand Three up until the end of last season

That figure is a fraction of what many of their rivals command. Manchester City take around £67m from their all-round package with Etihad, United receive £47m from their agreement with Team Viewer, Liverpool’s deal with Standard Charter is thought to be worth north of £50m a year, while Tottenham pick up £40m from AIA.

Chelsea have been looking for a new sponsor since Three decided not to renew following the sanctions against former owner Roman Abramovich after Russia’s invasion of Ukraine.

The inclusion of the club’s women’s team may be indicative of the need for a quick deal. Under manager Emma Hayes, they have won the WSL for four years in a row and the FA Cup for the past three seasons running.

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