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Talks ‘collapse’ as Chelsea search for shirt sponsor replacement with Three set to leave this summer



(Photo by GLYN KIRK/POOL/AFP via Getty Images)

Chelsea are searching for a new shirt sponsor with Three expected to leave at the end of the season.

Telecommunications firm Three have been with Chelsea for three years, however look set to end their multi-year agreement with the club after opting not to trigger an extension last year.

Prior to the sanctions under previous owner Roman Abramovich following Russia’s invasion of Ukraine, Goal reported last March that Three were on the verge of extending their deal by another two years, which was a clause in their original contract, however opted against it.

Three temporarily suspended their partnership with the Blues at the end of last season, asking to have their logo removed on the shirts however that was not possible.

“We have requested Chelsea Football Club temporarily suspend our sponsorship of the club, including the removal of our brand from shirts and around the stadium until further notice,” read a statement from Three.

“We recognise that this decision will impact the many Chelsea fans who follow their team passionately. However, we feel that given the circumstances, and the Government sanction that is in place, it is the right thing to do.”

Now, they will see their deal with Chelsea at the end of the season end and, as reported by The Athletic, their replacement was close to be agreed but collapsed before Christmas.

WhaleFin, Chelsea’s sleeve partner, also ended their agreement at the end of 2020 as part of their ‘major cost-cutting strategy’ due to the collapse of the FTX exchange, according to Bloomberg.

The club are now continuing to search for new deals and they believe ‘they still have time’ to find replacements in time for next season.

Three’s deal with Chelsea was worth £40 million-a-year, while WhaleFin had agreed to pay £20 million-a-year.

The Athletic also suggested that the Todd BoehlyClearlake Capital consortium is ‘far more proactive’ in looking for new partners than when Chelsea were owned by Abramovich.