Chelsea set for new shirt sponsor despite Todd Boehly U-turn amid FFP concerns
Chelsea have agreed a sponsorship deal with cryptocurrency exchange company BingX that will see the company's logo used on the sleeves of the club's shirts for the remainder of the 2023/24 season.
The deal will also see BingX appear on the front of the Blues' training kits worn before matches and during training sessions at Cobham for the 2024/25 season beginning in August this year. It's believed the club are hoping that their deal will go through in time for the sponsor to be worn for their Carabao Cup semi-final first leg against Middlesbrough at the Riverside Stadium on January 9.
BingX, a cryptocurrency exchange service launched in Singapore in 2018, serves over 10 million users worldwide and offers over 350 different cryptocurrencies users can buy and sell on their exchange. The company has offices in the U.S, Canada, the EU, Hong Kong, and Taiwan, but the BingX website nor app is not accessible in certain countries, including the United States, China, and the UK.
Chelsea's current front-of-shirt sponsor, Infinite Athlete, is set to remain on shirts for the rest of the season but will swap to a sleeve sponsor for next season — it's unclear who the Blues will strike a deal with for next season's front-of-shirt sponsor. It leaves many questioning whether Riyadh Air, the Saudi-state airline, would move into that slot given the fact club executives hosted representatives from the company last year in September.
This announcement is the latest in a long line of sponsor debacles the club has managed to run into over the last few months, with the Blues initially agreeing a deal with U.S streaming service Paramount Plus although that was blocked by the Premier League due to fears it could upset their current broadcast
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