Chelsea next shirt sponsorship deal could fetch £43.4M per year

Chelsea FC on Twitter: "Happy 114th birthday to us! 🥳  https://t.co/p8jUGNHLfL" / Twitter

Chelsea’s next shirt sponsorship deal could be worth as much as £43.4 million per year, according to sponsorship valuation platform, Turnstile.

The Premier League side are on the hunt for a new main shirt partner after the UK telecommunications company, Three asked to suspend its deal with the club over outgoing owner Roman Abramovich’s close ties with Russian president Vladimir Putin.

The deal, which was signed ahead of the 2020/21 season, was due to expire in summer 2023 and is reportedly worth around £40 million a year.

Turnstile chief executive, Dan Gaunt used the company’s software platform to demonstrate what was described as the ‘true market value’ of Chelsea’s front-of-shirt deal.

The final amount was calculated based on the cumulative value of benefits such as hospitality, social media and activations, as well as brand exposure on apparel, signage and media backdrops, in addition to intellectual property (IP) rights.

Turnstile estimated that access to Chelsea’s IP would be worth £18.8 million to a potential sponsor, with exposure amounting to £22.2 million and benefits £2.3 million giving a final total of £43.4 million.

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