Business of Sport: ‘Three’ think it’s all over… but Chelsea sponsorship blues set to linger

A basic PR error has turned what should have been a moral open goal into a disastrous seven days for Three

Chelsea's Cesar Azpilicueta, right, and Chelsea's head coach Thomas Tuchel react during the Champions League, second leg, round of 16, soccer match between Lille and Chelsea at the Stade Pierre Mauroy stadium in Villeneuve d'Ascq, northern France, Wednesday, March 16, 2022. (AP Photo/Michel Spingler)

‘THREE’ mobile’s €142m separation from Chelsea FC is a landmark moment in how sports sponsorship break-ups can go horribly wrong.

A basic PR error amid a failure of rudimentary due diligence has turned what should have been a moral open goal into a disastrous seven days for the firm.