Why do Chelsea still not have a shirt sponsor?

Chelsea's Moises Caicedo (left) and Crystal Palace's Jean-Philippe Mateta battle for the ball during the Premier League match at Stamford Bridge, London. Picture date: Sunday August 17, 2025. PA Photo. Photo credit should read: John Walton/PA Wire

Blue is the (unblemished) colour. When Reece James led the home side out for their season opener at Stamford Bridge on Sunday afternoon, Chelsea already stood alone in the Premier League. 

The Club World Cup winners are the only top-flight team not to feature a sponsor on their kits for the 2025/26 campaign. This is the third-straight year that the big-spending side have eschewed one of the most lucrative income streams for clubs. But why?

Because owners Todd Boehly and Clearlake Capital plus you'd imagine their marketing and finance departments are holding out for the absolute top dollar. 

Chelsea are believed to be targeting a massive pay day on the back of their summer glories in FIFA's expanded global gathering and their return to the Champions League. According to reports, the club is "aiming to strike a deal worth £60m-£65m per season". 

Nottingham Forest had been the only other holdout among the 20 Premier League clubs but they agreed a partnership with American casino giant Ballys this month, which meant 11 of the 20 top-flight teams have gambling firms emblazoned across the front of their kits. 

Chelsea are rumoured to be hopeful of a higher-brow partner yet Riyadh Air, Saudi Arabia's newest airline, have been most strongly linked to a potential deal.