Chelsea finally confirm new shirt sponsor

Chelsea have officially confirmed they have agreed a shirt sponsorship deal with sports data company Infinite Athlete.

The announcement comes after the Premier League signed off on the deal.

The women’s team are set to debut the new shirt sponsor when they take on Tottenham at Stamford Bridge on Sunday.

The Blues had been playing without a front-of-shirt sponsor in the opening weeks of the season as the club sought a commercially beneficial agreement.

A one-season, £40 million ($48m) deal was agreed with Infinite Athlete more than a month ago pending Premier League clearance, which was finally granted on Wednesday.

It’s taken a while for Chelsea to find a suitable sponsor. An agreement with Paramount+ fell through due to Premier League broadcasting regulations, while a proposal from online casino Stake was met with fan backlash.

The Blues had evidently been waiting to make the announcement, as the new sponsor inadvertently appeared in a promotional video from Sky Sports six weeks ago.