Chelsea’s hopes of securing a new shirt sponsorship deal with Paramount Plus have been dashed by the Premier League, who have refused to grant permission.
The current sponsorship agreement between Chelsea and Three, a mobile network provider, is set to expire this summer after gracing the front of their shirts for the past three seasons.
In an attempt to forge a partnership with Paramount Plus, a United States-based streaming service, Chelsea encountered an obstacle as the Premier League intervened due to concerns raised by existing broadcast partners.
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Paramount Plus, while not broadcasting Premier League matches in the United States, holds rights to the Champions League, Serie A, and the National Women’s Soccer League (NWSL).
Within the UK, the Premier League’s broadcast partners consist of Sky Sports, BT Sport, and Amazon Prime.
As an alternative to Paramount Plus, Chelsea has initiated negotiations with Stake.com, an online gambling platform.
However, it is worth noting that Premier League clubs, having cast their votes in April, have decided to prohibit any gambling-related sponsors from adorning the front of their shirts starting from the commencement of the 2026-27 season.
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