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Just IN: Chelsea announce £40m Infinite Athlete shirt sponsorship deal



New logo will be shown for first time in Women’s Super League, before men’s team wear new kits on Monday – but fans must wait to buy theirs

Chelsea jersey with no sponsor on the front – Chelsea announce £40m Infinite Athlete shirt sponsorship deal
Chelsea have been playing without a sponsor on its jersey this season

Chelsea will finally have a front-of-shirt sponsor when they face Fulham on Monday night after the club officially announced their £40 million deal with Infinite Athlete – but it remains unclear when fans will be able to buy a shirt with the logo on it.

Chelsea have played their opening eight games of this season without a sponsor on their shirts and have been selling their new kit for this campaign without a logo on it.

The club is yet to set a date when fans will be able to buy shirts with the Infinite Athlete logo on, but the men’s team will display it live on television against Fulham after the women have in their Women’s Super League opener against Tottenham Hotspur on Sunday night.

Chelsea’s deal with Infinite Athlete, which is understood to have been negotiated directly by the club’s owners, is believed to be worth at least £40 million for the season. The partnership is expected to last past this campaign, but could take on a new form in future years.

Infinite Athlete was only launched in August after Tempus Ex Machina, with whom Chelsea signed a seven-year product partnership in April, acquired Biocore.

Co-founder of Infinite Athlete Charlie Ebersol said: “Debuting our new global entity – Infinite Athlete, to the world on football’s premier global stage, and on the front of the legendary Chelsea FC kit is a great honour and we are humbled by the opportunity to be able to continue this journey alongside the best in the world.”

Chelsea’s statement announcing the deal added: “Fans will be able to buy the 23/24 match and replica kits with Infinite Athlete branding on from official club outlets and selected retailers in the near future.”

Chris Jurasek, Chelsea’s chief executive, said: “We have a like-minded partner in Infinite Athlete. The speed at which our relationship has grown, alongside the evolution of Infinite Athlete’s business, made this an obvious extension to our partnership.

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