PREMIER LEAGUE
Chelsea’s Paramount Plus sponsorship deal blocked by Premier League: who will be their shirt sponsor next season?
A new company will be adorning the shirts at Stamford Bridge for 2023/24, but there are concerns about the crypto-gambling firm poised to replace Three.
Chelsea’s proposed shirt sponsorship deal with Paramount Plus has been refused by the Premier League due to concerns that it could upset the league’s broadcast partners.
In the United States Paramount Plus has the rights for competitions like the Champions League, Serie A and the National Women’s Soccer League). However Paramount Plus is considered a rival to existing Premier League broadcast partner NBC Sports.
Chelsea’s current shirt sponsorship deal with mobile communication firm Three expires this summer after three seasons. The West London side have had troubles with Financial Fair Play (FFP) restrictions and they are looking to maximise their revenue to offset the huge amount spent over the past 12 months.
What is Stake.com, Chelsea’s proposed new shirt sponsor?
In the aftermath of the leagues decision on Paramount Plus, Chelsea have been forced to look elsewhere for a front of shirt sponsor.
The Athletic reports that Chelsea are involved in discussions with Stake.com, a cryptocurrency-based gambling company.
The firm’s social media account describes itself as a “leading crypto betting platform”. For users outside of the UK, Stake.com allows players to bet using cryptocurrency. This practice is considered controversial and the UK gambling regulator has warned that it heightens the risk of money laundering activity.
In recent years Stake.com has sponsored Everton and Watford, but new rules will remove their logo from Premier League shirts in the near future.
When will Premier League gambling rules come into effect?
While Chelsea are thought to be actively pursuing a sponsorship, any agreement between the two parties would likely be a fairly short term deal. In three years’ time a landmark ban on gambling sponsors in the Premier League will go into effect preventing gambling firms from being advertised on the front of kits.
The move was decided after a club vote in April but the ban does not come into place until the 2026/27 season.
This means that Chelsea could agree a three-year sponsorship deal with Stake.com. Even after that point, the crypto-gambling firm could still be made visible on the sleeve of their shirt and on pitch-side advertising hoardings.