© Provided by The Telegraph Chelsea finalising shirt deal with Stake ahead of gambling ban
Chelsea are in final negotiations with the online casino Stake over becoming the club’s new front of shirt sponsor on an initial one-year deal.
While a deal with Stake will be viewed as being controversial in some quarters, it falls in line with Premier League guidelines as new and existing agreements with betting companies are allowed until the end of the 2025/26 season.
The move is seen within the industry as a pragmatic one on Chelsea’s part, with the club’s previous sponsorship agreement with telecommunication company Three ending this summer.
Having failed to qualify for next season’s Champions League, an initial one-year contract would allow Chelsea to renegotiate another sponsorship deal in 12 months on better terms if the club can get back into Europe at the first attempt.
It has been reported that Chelsea had been in talks with a company from the crypto sector over a sponsorship deal that fell through, leaving the club quickly needing to find a lucrative alternative.
Three’s deal was estimated to be worth £40million-a-year to Chelsea and the Blues are believed to have rejected an offer from Allianz to become the club’s new principal sponsors for around half that price.
Chelsea have not commented on their negotiations with Stake, but it is estimated that a deal will be on a similar level to the one that has expired with Three.
Stake last year signed a multi-year agreement with Chelsea’s Premier League rivals Everton, thought to be worth around £10m-a-year and gambling sponsorship deals in the Premier League remain commonplace. Aston Villa penned a new deal with gambling firm BK8, while Brenfford have a sponsorship deal with Hollywoodbets.
It was in April that Premier League clubs, including Chelsea, agreed to withdraw gambling sponsorship from the front of their shirts in time for the 2026/27 season. The club are understood to remain committed to that agreement.
Chelsea would only be able to sell shirts displaying Stake in adult sizes, with kids’ shirts showing no sponsor.