Chelsea to lose out on €70m deal to London rivals Tottenham

Stuart Telford

• 15 Mar 2024 14:10 CDT
• 3 min read

Chelsea are set to miss out on a €70 million sponsorship deal with Jordan, with the company ready to work with Tottenham Hotspur should they qualify for the Champions League instead.

The Blues have been deep in negotiations with the Nike brand, and it is understood the two-time European champions were the American firm's preferred partner.

But with Mauricio Pochettino's side currently floundering in 11th in the Premier League - despite Todd Boehly's £1 billion outlay on players - it looks decidedly unlikely that they will pull up a chair to European football's top table next season.

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And it could cost them more than just missed Champions League income.

"Chelsea has always been Jordan Brand's first choice, but Tottenham's potential promotion to the Champions League could change their preferences," Lukasz Baczek, Intelly's Head of Marketing, posted to X (formerly Twitter). "We will know more details after the season ends."

Plan B?

Riyadh Air are reportedly still interested in sponsoring Chelsea, but they are reluctant to spend €70-a-year without Champions League football and the increased exposure that comes with it.

Boehly was recently in Saudi Arabia to negotiate that contract, while it is also understood that he took the opportunity to push selling Romelu Lukaku to Saudi Pro League director of football Michael Emenalo.

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Valued at €33.9m per FootballTransfers' in-house algorithm, the Belgium striker - currently on loan at Roma - remains one of the most valuable players in Chelsea's employ, but he has no future at Stamford Bridge.

Cashing in on Lukaku can help Chelsea avoid any Financial Fair Play regulations, but missing out on the Jordan money - especially to London rivals Tottenham - will sting.

Spurs are currently fifth in the table, two points behind Aston Villa in the fourth and final Champions League place - whilst the Premier League could have five spots next season.