Report: Chelsea in talks to replace Three as shirt sponsor next season

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Chelsea are in talks with a number of companies over a potential new shirt sponsorship deal to replace Three next season, according to The Telegraph.

The three-year £120million sponsorship deal between Chelsea and Three, which started in 2020, expires at the end of this season.

The Telegraph claims that the deal is not set to be extended, which means the Blues will have a new principal shirt sponsor starting next season.

This may also please some Chelsea fans, who were not happy with Three’s decision to suspend their sponsorship after former owner Roman Abramovich was sanctioned by the UK government last year.

At the time, Three reportedly asked Chelsea to remove Three logos from their shirts, which proved unfeasible, and to cover up the company’s branding inside Stamford Bridge.

Chelsea and Three continued the commercial partnership following Todd Boehly-led consortium’s takeover, although the negative sentiment towards Three among some Chelsea fans remains.

The report does not mention the companies Chelsea are talking to, but the club’s new ownership group is said to be looking to aim for a better deal than the £40m-a-year partnership they currently have with Three.

The deal is the joint-fourth largest in the league and Boehly and Clearlake will reportedly hope to get closer to, or even better, Manchester City’s £67.5m-a-year deal with Etihad.

Aside from the primary shirt sponsorship, Chelsea are reportedly talking over several companies over a sleeve shirt sponsorship deal.

The previous £20m-a-year deal with cryptocurrency firm WhaleFin ended early after less than just 12 months when the company ran into financial problems.

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