Chelsea Just Got a Sponsor After 4 Years and It's Crypto

Chelsea have sold the front of their shirt for the first time in four years. The buyer is Circle, the American company behind the USDC stablecoin.

The deal runs for one season, with the logo debuting on Sunday, at home to Brighton.

Chelsea's Shirt Lost a Third of its Value

Chelsea's last big shirt deal, with phone network Three UK, ended in 2023. Roman Abramovich had sold the club under UK sanctions. A Todd Boehly-led American consortium took over.

Then came the stopgaps, with Infinite Athlete, a US technology firm, coming first. Dubai developer Damac followed.

It is imperative to note that no rival club spent longer with a blank shirt.

The price kept sliding, so much so that in June, industry tracker The Sponsor cut Chelsea's shirt value by £16.7 million, down to £33.6 million. Missing out on European football did the damage. It valued Liverpool's shirt at £61 million.

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