Chelsea FC revealed their 90's inspired kits for the upcoming 2023-24 season, featuring a clean blue look with white linings on the sleeve, a gold club badge, and a Nike logo.
Introducing our 23/24 @NikeFootball home shirt! ⭐
— Chelsea FC (@ChelseaFC) July 10, 2023
90's inspired and shimmering in gold, celebrating 25 years since our iconic 97/98 season where we took home the UEFA Cup Winners' Cup. #ItsA90sThing #ThePrideOfLondon
However, the brand-new shirt was missing one key detail -- a main sponsor on the front. Multinational mobile phone network company 3 (Three) was the last shirt sponsor of the London-based club, having their logo on the iconic blue shirts from 2020-21 to 2022-23.
Three's sponsorship deal with Chelsea ran out at the end of the 2022-23 season. The company suspended ties with the club in March 2022 following the UK's sanctions on the then-club owner, Russian oligarch Roman Abramovich.
Despite the deal's suspension, Three's logo remained on the shirts for the remainder of the 2021-22 season. Following the club's sale to a new ownership group, the mobile carrier resumed marketing activities with the club.
However, the company received backlash from Chelsea supporters following their move to suspend sponsorship in 2022, making the renewal of their deal difficult.
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Possible Chelsea shirt sponsors
The club hasn't been able to complete a deal for a main shirt sponsor in time for the kit reveal, hence having the plain shirt during the unveiling.
A sponsor is expected to come soon, with the club partnering with sports agency CAA to assist them in finding a suitable brand to represent.
The club aims to have a sponsorship deal in place by Chelsea's Premier League home opener against Arsenal on August 13.
Chelsea held talks with streaming service Paramount Plus and gambling firm Stake, but nothing came to fruition.
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