In a surprising turn of events, Chelsea’s new shirt sponsor was inadvertently leaked in a behind-the-scenes video by Sky Sports, just before their Premier League opener against Liverpool.
The Unintended Reveal
Chelsea, who entered this season without a shirt sponsor following a series of unsuccessful deals, had kept their new sponsor under wraps. However, during a Sky Sports feature, sharp-eyed fans noticed Noni Madueke donning a Chelsea shirt with the “Infinite Athlete” logo prominently displayed. This unexpected reveal came as a shock, especially since other players in the same video were seen wearing the plain, sponsor-less shirts.
Previous Sponsorship Hurdles
The Blues faced challenges securing a shirt sponsor this season. Initial talks with gambling company Stake were terminated due to fan opposition. Furthermore, a potential deal with streaming giant Paramount+ was halted because of possible conflicts with the Premier League’s broadcasting partners.
The Infinite Athlete Connection
Recent rumors linked Chelsea with a lucrative £40 million deal with American tech brand, Infinite Athlete. While the club has not made an official announcement regarding the sponsorship, the accidental leak by Sky Sports has added fuel to the speculations. The inadvertent showcase of the Infinite Athlete logo on Madueke’s shirt during his interaction with Raheem Sterling suggests that an official announcement might be imminent.
Focus on the Game
Despite the unexpected reveal, Chelsea’s primary focus remains on the field. In their opening match against Liverpool, the team played in their plain shirts. With the new season underway, Mauricio Pochettino’s revamped Chelsea side aims to make a strong statement on the pitch, ensuring that their performance remains the talk of the town, rather than their shirt sponsor.