Chelsea confirmed the release of their 2023/24 Premier League home kit on Monday, July 10.
In a statement put out by the club, the Blues revealed the kit was inspired by their 1997/98 campaign:
“The home Nike kit for the 2023/24 season is unveiled today and featuring a classic design with white added to the blue, the glory of ‘97/’98 is celebrated in style.
“That was a season of European triumph for Chelsea as the UEFA Cup Winners’ Cup was captured with the likes of Gianfranco Zola, Dennis Wise, Roberto Di Matteo and many other club legends in the side. The League Cup was won as well and at the start of the following season, so was the UEFA Super Cup, all those finals under the management of the great Gianluca Vialli and all played wearing the same iconic shirts.”
However, the kit itself does not actually have a front-of-shirt sponsor on it.
And now, an explanation for this has been provided by the Daily Mail, who claim the club failed to attract an appropriate commercial partner ahead of the launch of their new home shirt.
As a result, they become the first big six club to have no sponsor on the front of their shirt upon launch.
A possible deal with Paramount+ was vetoed by the Premier League on the basis that it might upset PL rights holders, whilst Chelsea was also in line to sign a deal with gambling company Stake, but this provoked a furious reaction from fans.