There are two ways to look at Chelsea not signing a front-of-shirt sponsorship deal before the start of the season.
You could view it as a failure, with companies not wanting to fork out £45million-plus for the privilege of being in prime position on their kits following a disappointing Premier League campaign in 2023-24, buoyed by the narrative that the club’s owners, Clearlake Capital and Todd Boehly, don’t know what they are doing.
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The alternate view, echoed within their home stadium Stamford Bridge, is that Chelsea rolled the dice and gambled on their sporting performance improving, therefore rendering it foolish to enter a long-term deal with a potential partner in the
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