Chelsea set to start new season with blank jerseys yet again - but announcement on new front-of-shirt sponsor expected 'soon'

The Blues are yet to agree a deal for a new shirt sponsor after Infinite Athlete only extended their one-year deal into the 2024-25 pre-season period. It means Enzo Maresca's side will open their Premier League campaign against Manchester City with blank kits. However, according to The Athletic, Chelsea are expected to announce a new short-term deal 'soon'.

Chelsea's struggles to strike deals with sponsor companies are down to a number of reasons. Some are unwilling to work with the west London club after Roman Abramovich's exploits during his time as owner while others are not prepared to match the £40 million ($51m) yearly fee the Premier League side are demanding.

Chelsea only agreed an initial short-term agreement with Infinite Athlete so they could source a more lucrative sponsorship deal if they qualified for the Champions League. But their disappointing 2023-24 campaign means they will only play in Europe's third tier, and as a result are once again seeking something of a placeholder sponsor.

Chelsea have previously held talks with Riyadh Airlines and Kaiyun Sports - a betting site - but have been unable to find an agreement. It remains unknown who the Blues will partner with for the upcoming campaign, but fans will not have long to wait before all is revealed.