EXCLUSIVE: Premier League REFUSE Chelsea permission to sign a deal with Paramount Plus as their shirt sponsors due to concerns it would upset broadcast partners
- Premier League refused Chelsea permission to sign a deal with Paramount Plus
- There were concerns deal would upset the competition’s broadcast partners
- Chelsea may now look to secure a deal with online casino Stake.com
The Premier League has refused Chelsea permission to sign a shirt sponsorship deal with Paramount Plus, amid concerns it would upset the competition’s broadcast partners.
In a move that is understood to have triggered considerable surprise at Stamford Bridge, officials had hoped to complete a deal worth a significant sum with the American outfit – an entertainment streaming service that does not show football in this country.
However, they were told that it would be a non-starter by league bosses as they deemed it would break competition rules, which left the deal dead in the water.
Instead, talks are now ongoing with gambling company Stake.com, despite the looming ban on betting sponsorships.
Chelsea have been seeking a replacement for mobile network Three, whose three-season agreement ended this summer. They wished to cut ties with the west London club after former owner Roman Abramovich was sanctioned following Russia’s invasion of Ukraine.
The Premier League refused Chelsea permission to sign a shirt sponsorship deal with Paramount Plus
There were fears the deal for Todd Boehly’s side would upset the competition’s broadcast partners
Talks with Paramount Plus are thought to have been at an advanced stage. The international streaming service recently struck a deal with Inter Milan which saw the Italians sport their logo on their jerseys for the Champions League final with Manchester City.
But bosses at the Premier League, no doubt wary of upsetting the likes of Sky Sports and BT Sport, refused to grant permission despite the fact Paramount Plus is not viewed as a direct competitor.
They said such an agreement would not be permitted under the Deed of License – the contract between club and Premier League which covers a wide range of broadcasting and media matters.
As such – and with the new season now less than two months away – Chelsea appear to have been backed into a corner.
Blues bosses have spoken to a number of alternatives including German financial services outfit Allianz but Stake, an online casino and sports betting platform, have emerged as frontrunners.
Stake.com, who sponsor Everton, are the frontrunners to be Chelsea’s new shirt sponsor
Any deal with Stake.com would have to be relatively short term. The ban comes in from the 2025-26 season, although gambling firms can continue to sponsor sleeves and LED boards.
Stake sponsor Everton and also have their logo on the shirts of Watford and a number of other clubs.
Both Chelsea and the Premier League declined to comment.
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