Chelsea land new shirt sponsor as ADULT WEBSITE beaten to £40m deal

Robin Bairner

9 Aug 2023 09:43 BST
3 min read

Chelsea have reached an agreement with Infinite Athlete to become their shirt sponsor for the 2023/24 season.

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After a deal with Three expired in the summer, Chelsea were in the unusual position of not having a front of shirt sponsor, and that led to the Blues playing in pre-season with a plain top.

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According to the Daily Mail, though, Infinite Athlete have agreed to sponsor the Stamford Bridge side to the tune of at least £40 million per season. It is stated that it is a rolling contract, meaning there is no fixed term to the agreement.

Chelsea expect to have the sponsor in place by the time they meet Liverpool in the Premier League on Sunday - their first competitive game of the season.

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What is Infinite Athlete?

Infinite Athlete is a company that plans to supply affordable data to clubs and will allow fans to spectate games from multiple camera angles.

According to the Daily Mail, they will provide Mauricio Pochettino and his team with a suite of AI player data to help best manage the squad.

© ProShots - Chelsea had no shirt sponsor in their pre-season friendlies

Furthermore, Chelsea fans will be able to download an app that will provide them with the same statistics as well as potentially to view matches from an in-stadium angle.

It is stated that Infinite Athlete are the parent company of Chelsea partner Tempus Ex and already have a huge sponsorship deal in place with the NFL.

Adult site beaten to Chelsea sponsorship deal

One of the other contenders to become Chelsea’s shirt sponsor was an adult website, according to the Daily Mirror.

“We here at My.Club want to sponsor Chelsea as they look to improve on last season's disappointment,” president Mike Ford explained.

“We want to have the My.Club logo emblazoned on the front of Chelsea's jerseys before the club kicks off its 2023 season against Liverpool. This contribution would work for both parties. For Blues, it will help to make perfect signings like Kylian [Mbappe]. For us, it will ensure Blues fans have only two clubs to call 'mine.' It would be great having Mbappe, [Mykhalo] Mudryk and other Chelsea players sharing their training exclusives and hosting AMAs on My.Club, a platform for all creators.”

Prior to the Champions League final, My.Club made an offer to Inter Milan to wear their logo against Manchester City.