The 2023–24 Chelsea FC home kit has been released, and it will not include a front-of-shirt sponsor as is usual for teams.
This comes after the club’s management decided not to renew its sponsorship deal with mobile phone provider Three after its expiration at the end of the last football season. The West London team has chosen 90s-inspired gear for this season in an ode to their 1997–98 campaign.
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According to a report by BBC, even while Chelsea does plan to have a front-of-shirt sponsor this year, it’s now more likely that they won’t have one during their preseason tour of the United States.
The shirt, which lacks a primary sponsor and has a multicolored emblem and Nike swish, was modeled by a group of current Chelsea players. Three days after their inaugural Premier League match against Liverpool, on August 16, Chelsea says the shirt will go on sale on their website and at their store. On August 23, the kits are expected to go on general sale.
BBC reported that the English Premier League team had turned down a new partnership deal with Paramount+ for this season because of concerns about aggrieving the company’s broadcast rights holders. While discussions with alternative sponsors are ongoing, Chelsea deemed it crucial to disclose the uniform so that supporters could purchase them in August, when the season officially starts.
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The unveiling of the kit has sparked different reactions from Chelsea fans, with some embracing the 90s feel and others saying that it is embarassing for the team to not have a front-of-shirt sponsor for the upcoming season.
