Revealed: Chelsea set to complete £50m+ deal this week, off-pitch agreement sealed

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Chelsea is poised to unveil an exciting development in their commercial landscape, as they prepare to reveal their new front-of-shirt sponsor within the week, according to sources within the footballing world.

Following the conclusion of their £40 million per annum partnership with Three, the club has been actively seeking an appropriate replacement throughout the summer transfer window. Recent reports indicate that Chelsea’s deliberations have culminated in a positive outcome, as they gear up to solidify a fresh deal with a remarkable potential value of £50 million per year.

The pursuit of a new sponsor has seen Chelsea engage in discussions with a range of potential suitors. Among the contenders were reputable entities like Allianz, Stake, and Paramount Plus. However, it appears that the most promising alliance has been formed with Infinite Athlete, a sports technology enterprise that has emerged on the scene through the acquisition of athlete safety engineering company Biocore by Tempus Ex Machina. Tempus, having previously entered a productive seven-year partnership with Chelsea, seems to have paved the way for this prospective collaboration.

As the negotiations near their conclusion, insiders suggest that both parties are in the final stages of fine-tuning the details surrounding this groundbreaking £50 million per annum agreement. The ambitious valuation of the deal raises eyebrows, particularly when juxtaposed with Chelsea’s earlier willingness to consider an annual settlement of £25 million. The impending deal with Infinite Athlete underscores the club’s strategic commitment to enhancing their revenue streams from front-of-shirt sponsorship.

While the deal awaits the green light from the Premier League, minimal disruptions are anticipated once approval is secured. With the Premier League’s endorsement on the horizon, Chelsea remains optimistic about the timely announcement of the partnership, ideally before the impending Premier League kick-off. The match against Liverpool, scheduled at Stamford Bridge, serves as a fitting backdrop for the announcement, as the club aims to unveil their sponsor’s presence on the home kit in conjunction with the game.

This high-stakes sponsorship agreement is indicative of Chelsea’s determination to diversify their revenue avenues, a strategic approach in light of their absence from this season’s Champions League campaign. With Infinite Athlete firmly on board, the club’s commercial division is now strategically focusing on securing a sleeve sponsorship, a move that aligns with their broader efforts to bolster financial growth and resilience.

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