Chelsea have agreed a new sponsorship deal with crypto firm BingX, who will become their sleeve sponsor for the rest of the season.
The deal will then see BingX appear on the front of the Premier League club’s training kits from the 2024-25 season onwards in what is being described as a multi-year deal.
According to The Athletic, it was hoped that the new sponsorship would appear on the Blues’ kit for when they face Middlesbrough in the Carabao Cup semi-final first leg on January 9.
The west London club agreed a new front-of-shirt sponsorship deal with Infinite Athlete earlier this season, with the US data company set to remain on the front of kits for the rest of the season.
It now means 18 of the 20 Premier League clubs have officially partnered with a crypto firm which has attracted plenty of criticism.
Chelsea have signed a new sleeve sponsorship deal with crypto company BingX
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It remains to be seen who will be Chelsea’s shirt and sleeve sponsors from next season while it is also unconfirmed who will take the sleeve sponsorship slot on the club’s kit from the 2024-25 campaign.
Mail Sport reported in September that Chelsea have had a number of conversations with various potential partners, with Saudi Arabian airline Riyadh Air one company talks have taken place with.
Infinite Athlete, the parent company of another Chelsea partner Tempus Ex, already has huge sponsorship deals with the NFL, Colorado Athletics and the US Collegiate Pac-12 Conference. They were rebranded in this year but the origins of the company were back in 2009.
They initially partnered with Chelsea earlier this year and have plans to become a major player in world football – supplying affordable player data to clubs and allowing fans to watch games from multiple camera angles.
The crypto company will appear on the front of club’s training kit from next season
Chelsea have been searching for a new principal partner after their deal with mobile company Three expired last summer and been playing in shirts without a sponsor for several games at the start of the season.
A deal with Paramount+ had to be scrapped due to conflict potential with the Premier League’s TV rights holders while plans to partner with online casino Stake were abandoned amid a supporter backlash.
Talks with Allianz and a cryptocurrency firm also collapsed but they received Premier League approval for the deal with Infinite Athlete during the week.