New Chelsea chief’s top priority is to secure £30m deal by 1st January

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When Chelsea return to Premier League action against Leicester City on Saturday, one key element of their financial strategy will remain unresolved.

There seems to be something of a logjam in the boardroom at present, with the strategic differences between Todd Boehly and Behdad Eghbali still unresolved.

Chelsea’s owners are currently at loggerheads over their visions for the club including the future of Stamford Bridge, with Boehly favouring a move to a new site as opposed to expanding the ground.

When the reports first emerged about the two men’s differences, it was suggested that each was looking to buy the other out.

Given that Boehly’s equity stake is far smaller than that held by Eghbali’s Clearlake Capital, it may be that the US private equity billionaire has recognised it may in fact be easier for him to be a silent partner.

Alternatively, it could be that the two co-owners and their respective factions do not want to create unnecessary drama at a time when Enzo Maresca is delivering good results on the pitch.

Position	Team	Played MP	Won W	Drawn D	Lost L	For GF	Against GA	Diff GD	Points Pts
1	LiverpoolLiverpool	11	9	1	1	21	6	15	28
2	Man CityManchester City	11	7	2	2	22	13	9	23
3	ChelseaChelsea	11	5	4	2	21	13	8	19
4	ArsenalArsenal	11	5	4	2	18	12	6	19
5	Nottm ForestNottingham Forest	11	5	4	2	15	10	5	19
6	BrightonBrighton	11	5	4	2	19	15	4	19
7	FulhamFulham	11	5	3	3	16	13	3	18

Meanwhile, the ownership situation is not the only one that is shrouded in uncertainty.

As well as the ambiguity around the Club World Cup and the prize money on offer for Chelsea, the club’s commercial department are still yet to sign a front-of-shirt deal.

A front-of-shirt deal is one of the two most lucrative sponsorship properties a club has and, in Chelsea’s case, could be worth up to 10 per cent of their annual turnover.

With Profit and Sustainability (PSR) still a threat, the Blues simply cannot afford to go without that revenue.

With four months of the season gone, the absence has now gone on almost twice as long as it did last season before they partnered with Infinite Athlete.

The length of time that has elapsed and the reduced exposure via televised matches that a potential partner would get is partly why Chelsea have slashed their asking price from £60m to £25-30m.

But with a new chief commercial officer in Todd Kline, there could be some light at the end of the tunnel.

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£30m Chelsea shirt deal would be ‘spectacular’, says expert

It has been some time since any new names were linked with a Chelsea front-of-shirt deal.

Previously, it appeared that the club was targeting the airline sector, with Riyadh Air, Qatar Airways and Turkish Airlines all mooted as potential partners.

But who knows what progress, if any, has been made in those discussions.

In any case, Kline’s arrival could herald a change of strategy. The former Miami Dolphins and Washington Commanders commercial czar has spent the last nine months on gardening leave from Spurs.

In Chelsea, the new chief commercial officer has a brand that he can leverage to great effect.

“Sponsors are looking for big numbers on the TV,” says Kieran Maguire, a football finance industry insider and lecturer at Liverpool University.

“In terms of global markets, Chelsea’s matches are almost always broadcast.

“If Chelsea are competing at the top of the table, this will assist them. I don’t think there is much value in their Conference League exploits.

“£25-30m for a six-month deal would, in my view, be a spectacular success.

“If Kline can negotiate that, he is worth his weight in gold.

“The fact they have not managed to sign a deal yet shows they have been too ambitious with their original valuation and there has been significant pushback.”

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Chelsea can still rescue some value from shirt sponsorship deal

While Chelsea have missed out on the big bucks, the Christmas retail spike means that they could still save some face – although logistics in terms of printing and supply chains might complicate this.

“There are two big junctures when it comes to kit sales,” Maguire explained

“First, there is a big surge after launch. Second, there is another spike before Christmas.

“Once you get to the new year, people have already started looking to the following season’s shirt. Sponsors are aware of this.

“Having said that, they are more concerned with getting their product into the eyes of TV viewers than fans buying replica kit.

“So Chelsea still have an element of flexibility and could still land a significant deal.”