Stefan Borson questions Chelsea’s big-money sponsor deal – ‘I’d be very surprised’

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(Credit: Imago) Stefan Borson reveals the truth about Chelsea’s £20m sponsor deal – ‘I’d be very surprised’ Tue 10 March 2026 19:30, UK Chelsea are unlikely to be earning £20million from their front-of-shirt sponsorship deal until the end of the season. Chelsea started this season without a front-of-shirt sponsor deal for the third year in a row, but it was confirmed last month they have agreed a multi-year global partnership with AI provider IFS until 2028.

VISIT THE CHELSEA FINANCE HUB How Chelsea sponsor deal could include ‘big bonuses’Stamford Bridge chiefs were understood to be looking for a deal worth £65m a year with a new front-of-shirt partner, but they have been unable to achieve that figure despite holding talks with various interested parties. “I mean, it may be that it’s £20m over the entire lifetime of the contract with all the different elements, but in terms of just the front of shirt, they’ve got maybe five home games.

Credit: Imago“They’ve got the Champions League round of 16, which they may or may not get through, maybe there are big bonuses associated with that.” What Chelsea are ‘briefing’ about their shirt sponsor dealBorson revealed IFS is receiving much less from the deal with Chelsea compared to if it had been agreed before the start of this season. Credit: Imago“You get all of the pitchside advertising, but you can’t suggest that five games and a period as the key sponsor from March to May that that’s the same as an annual deal and just pro rata it.