Chelsea consider short-term sponsorship options in bid to land next Champions League bonanza

This allowed the club to secure a better deal if they qualified for the Champions League, but their failure to do so left them in a similar position.

Chelsea could be prepared to suspend negotiations with bigger outfits, who want a long-term deal, until they qualify for the Champions League in favour of a shorter deal with a lesser-known outfit for the coming season.

The club already faces a race to find a new sponsor in time for the club’s 2024-25 shirts to go on sale with a logo on them.

Fans were delighted to be able to buy shirts without sponsors last summer and having to do so again would likely have no impact on sales.

It also remains possible that Chelsea could start a second consecutive season wearing sponsorless shirts, despite optimism that a deal could be agreed by then.

Chelsea wore shirts without a sponsor on the front for the first eight games of last season, including the first televised home game of the campaign against Liverpool.

Chelsea once again kick off the 2024-25 campaign on television, this time against champions Manchester City.

The Infinite Athlete logo will appear on the sleeves of Chelsea’s training kits next season, with BingX on the front of the training shirts.