Stefan Borson suggests why Chelsea's new shirt sponsor deal is ‘bad news’

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(Credit: Getty Images/Imago) Stefan Borson: Chelsea have ‘thrown shirt sponsor deal in for free’, this is why it’s ‘bad news’ Fri 6 March 2026 19:00, UK Chelsea currently don’t have a front-of-shirt sponsorship deal lined up for next season at Stamford Bridge. 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 Why Chelsea should already have agreed next season’s shirt sponsorStamford Bridge chiefs were understood to be looking for a deal worth £65million 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. “What it means is that they don’t have somebody lined up for next season.

“A big part of the front-of-shirt element is the brand getting the coverage from being on the replica kit.” Why Chelsea’s new shirt sponsor deal is ‘problematic’Borson insisted Chelsea have pretty much thrown the shirt sponsorship in for “free” as part of their deal with IFS. “I would have expected that the new deal for next season would have sold the stub end of this season as part of the deal of kind of throwing it in for free,” said Borson.