Chelsea seeking international sponsorship deal

CHELSEA set their sights on a global marketing strategy yesterday as they started the search for a new multi-million pound shirt sponsorship deal.

The West London club announced they would not be renewing their existing deal with Emirates Airlines, which started in the 2000-01 season and is due to expire next summer.

While that deal was worth an estimated £4 million (€5.8m) a year, the club are hoping to significantly increase the income from their next sponsor.

They are also looking to increase their exposure in North America and Asia, just as chief executive Peter Kenyon managed during his time at the helm of Manchester United.

Buoyed by Roman Abramovich’s millions and having reached the Champions League semi-finals last season as well as finishing second in the Premiership, Chelsea’s brand recognition has never been greater.