Interview: Chelsea's new shirt deal shows sponsors are re-evaluating their potential ROI in football

2 February 2020

Chelsea
Photo: PA Images Chelsea's new shirt sponsorship with Three (3) has been reported to be worth the same as their previous deal with Yokohama: £40 million a year, an indicator that sponsors are re-evaluating the relative value of their sponsorships.

Sponsors are becoming more critical of their investments, likely changing how deals will be struck in the future.

Liverpool's kit deal with Nike, where compensation is based on results, exemplifies what is expected in the future.

Manchester United's next shirt sponsor will be an indicator of the strength of the market.

Emil Gjerding Nielson nielson@offthepitch.com

Despite ever-greater sums of money being pumped into football, Chelsea's new shirt sponsorship with Three (3) has been reported to be worth the same as their previous deal with Yokohama: £40 million a year, an indicator that sponsors are re-evaluating the relative value of their sponsorships.

According to the head of sponsorship at sports market intelligence firm Sportcal, Conrad Wiacek, sponsors are becoming more critical of their investments, likely changing how deals will be struck in the future.

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