Expert drops figure on Chelsea's new shirt sponsor deal

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Keith Wyness reveals how much Chelsea have earned from new shirt sponsor deal Fri 27 February 2026 10:09, UK Chelsea could earn up to £10million from their new front-of-shirt sponsor deal which will run until the end of the season.That is according to ex-Everton, Aston Villa, and Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, after Chelsea agreed a deal with AI company IFS to become their shirt sponsor.Chelsea have not had a permanent shirt sponsor since 2023, with the club looking for up to £65m per season to agree a deal.Whilst a deal with IFS to sponsor Chelsea runs until 2028, the club will once again be left looking in the market for a front-of-shirt partnership in the summer.Read More: Todd Boehly surely has to take immediate action after Chelsea break recordChelsea ‘not going to get anywhere near £18m’ for new dealEverton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – states that IFS could bring benefits to different areas of operations at Chelsea.Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness does not believe the club would get more than £10m for the deal between now and the end of the season. While Chelsea were supposedly looking for £65million for the year’s sponsorship for their shirt, if the 11 games left, we’d be looking at around about £18million.

My belief is it’s going to be somewhere around about £10million. “So there will be benefits there that this company apparently can give to Chelsea to try and get them up to speed on some of those areas.

Now there could be ways that, for instance, with the fan engagement that if they manage to create more revenue for Chelsea in some of those areas, part of that would go towards the cost of the sponsorship.“So it’s almost like a value-in-kind sort of situation for part of the deal. So I’m guessing, and this is a complete guess in the dark, is that it’s about £10million for the rest of the season and the rest would be an in kind situation for AI.” Credit: ImagoRead More: Chelsea told ‘the only way’ they can agree Cristiano Ronaldo deal after Saudi twistLiam Rosenior stance on Liam Delap transfer revealedDespite being linked with a move to Everton, Chelsea manager Liam Rosenior is reluctant to lose striker Liam Delap in the summer transfer window.Rosenior, who has previously worked with Delap at Hull City, wants to keep the 23-year-old at Stamford Bridge unless they can replace him in the transfer market.Delap only has one Premier League goal for Chelsea this season, with Joao Pedro the club’s current top scorer on 11.