Stefan Borson questions Chelsea’s big-money sponsor deal – ‘I’d be very surprised’

Chelsea are unlikely to be earning £20million from their front-of-shirt sponsorship deal until the end of the season. 

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider he would be “very surprised” if the partnership was worth that much money.

Chelsea started this season without a front-of-shirt sponsor deal for the third year in a row, but it was confirmed last month they have agreed a multi-year global partnership with AI provider IFS until 2028.

However, the Sweden-based firm’s logo will come off the Blues’ shirt at the end of this season.

Chelsea have missed out financially after deciding not to agree a deal earlier in the campaign. 

How Chelsea sponsor deal could include ‘big bonuses’

Stamford Bridge chiefs were understood to be looking for a deal worth £65m a year with a new front-of-shirt partner, but they have been unable to achieve that figure despite holding talks with various interested parties. 

It has been speculated Chelsea are earning less than £5m from their agreement with IFS until the end of the season.

Speaking exclusively to Football Insider, Borson responded to media reports suggesting the Blues’ deal could be worth in excess of £15m.

“I actually saw one that said it was more than £20m, but I’d be very surprised, put it that way,” said Borson.

“I mean, it may be that it’s £20m over the entire lifetime of the contract with all the different elements, but in terms of just the front of shirt, they’ve got maybe five home games. 

“They’ve got the Champions League round of 16, which they may or may not get through, maybe there are big bonuses associated with that.” 

What Chelsea are ‘briefing’ about their shirt sponsor deal

Borson revealed IFS is receiving much less from the deal with Chelsea compared to if it had been agreed before the start of this season. 

“You may have a situation where you have almost no coverage from not just the front of shirt, but also a big part of the front-of shirt proposition is that you get a whole load of inventory, so you get all of the hospitality stuff,” said Borson.

“You get all of the pitchside advertising, but you can’t suggest that five games and a period as the key sponsor from March to May that that’s the same as an annual deal and just pro rata it. It’s just nothing like it. 

“They won’t have any replica sales with their name on there, so I don’t believe that it’s anywhere near £15m, but that’s what they’re briefing.” 

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