Chelsea eyes £55m deals: Jordan Brand drops out of 2025 shirt race

Chelsea Football Club is actively pursuing new front-of-shirt sponsorship deals valued at approximately £55 million per year for both its men’s and women’s teams. The club is currently in discussions with potential sponsors from the Middle East and the United States, aiming to secure a lucrative partnership to replace the temporary arrangement with Damac, which featured on their shirts last season.

Despite previous expectations, the Jordan Brand has officially withdrawn from the 2025 shirt sponsorship race. According to club sources, "Chelsea and Jordan Brand have not entered into further talks despite assurances made last year." This development makes it nearly certain that the Jordan Brand logo will not appear on Chelsea or Tottenham Hotspur shirts in the upcoming Champions League season.

Chelsea’s search for a permanent front-of-shirt sponsor reflects the club’s ambition to maximize commercial revenue streams amid a competitive market. The £55 million annual figure underscores the high value placed on the club’s global brand and visibility in top-tier football competitions.

“Chelsea and Jordan Brand have not entered into further talks despite assurances made last year. It is almost certain that Jordan Brand will not appear on Chelsea or Spurs shirts in the Champions League next season.”

The club’s willingness to engage with international suitors highlights a strategic approach to broaden its commercial partnerships beyond traditional markets, potentially tapping into emerging football markets in the Middle East and North America.

Chelsea’s current interim sponsorship with Damac was never intended as a long-term solution, emphasizing the urgency to finalize a more substantial and enduring deal that aligns with the club’s financial and branding goals.

Chelsea seeks new £55 million annual front-of-shirt sponsorship deals for both men’s and women’s teams, engaging suitors from the Middle East and the US. Jordan Brand has withdrawn from the 2025 shirt race, ending prospects of their logo appearing on Chelsea or Spurs kits in the Champions League next season.