Exclusive: Newcastle United accelerate talks over £120m+ deal..

Chelsea are already in talks with possible partners over a front-of-shirt branding agreement commencing in 2024/25, Football Insider has been told. The Blues confirmed a sponsorship contract with Infinite Athlete this week after waiting weeks for Premier League authorisation.

However, the pact with the US corporation is considered to only be a short-term agreement, leaving Chelsea in need of a new sponsor from 2024 onwards.

The London club started their 2022–23 season without a sponsor after seeing a number of deals collapse. Chelsea held talks with Paramount Plus, Allianz, and Stake over potential sponsorship deals, but all negotiations fell through, sources told Football Insider. Chelsea have already started the process of finding a new sponsor after deeming this summer’s business a “mistake.”

Although an agreement has been reached with Infinite Athlete, Chelsea is worried that their handling of the problem almost cost them money because of the delay.

Chelsea was eager to surpass the multi-year, £40 million valuation of their previous agreement with Three.

Due to their lack of European football, several potential partners were put off by Chelsea’s asking price of more than £120 million for the complete package, and they nearly lost out on the revenue boost entirely.

Riyadh Air, a Saudi airline that was previously linked to sponsorship with Newcastle United before the Tyneside club partnered with Sela this summer, is reportedly one of the parties in contact regarding a potential sponsorship deal beginning in 2024/25.


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