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Chelsea eyeing bumper new shirt deal to replace £40m-a-year Three deal as Boehly-Clearlake eye ‘significant’ agreement



(Photo by Ryan Pierse/Getty Images)

Chelsea are set to have a new shirt sponsor to replace Three for the 2023/24 season and onwards.

Three’s £40 million-a-year deal as the club’s principal shirt sponsor expires at the end of the season and there are no plans to extend the deal with the telecommunications company, who have come under pressure over the last year from the club’s supporters.

They asked for their logo to be removed from shirts, as well as other branding around Stamford Bridge to be taken down, following the sanctions placed on former owner Roman Abramovich after Russia’s invasion of Ukraine.

The deal was eventually resumed once the Chelsea‘s takeover was completed which saw the Todd Boehly-Clearlake Capital ownership become the new owners in west London.

However, Three’s partnership with Chelsea will come to an end this season, with the club already in talks with several companies.

It was previously reported by The Athletic that they were close to a replacement before Christmas, but talks collapsed and the search for a new front-of-shirt sponsor continued.

Now Matt Law of the Daily Telegraph has reported talks are ongoing with ‘a number of companies’, with it seeming ‘certain’ that a new sponsor will be confirmed for next season.

Chelsea are looking to ‘significantly better’ their current £120 million deal which was agreed with Three in 2020, and they aren’t the only sponsor looking to be replaced.

Boehly and Co are hoping to strike a deal closer to, or in excess of, £67.5 million which Manchester City currently have with Etihad.

Sleeve sponsor WhaleFin had to terminate their £20 million-a-year deal with Chelsea following financial problems, and now talks are also ongoing to replace them for next season.