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Chelsea find a front of shirt sponsor

Chelsea have ended their search for a front-of-shirt sponsor by agreeing a one-year deal with internet financial platform company Circle.

The club has been in talks with the American-based firm for several months and while the size of the investment remains undisclosed, sources have told The Athletic it is the going rate for a top Premier League club. Chelsea were looking in the region of £50-60 million ($67.9m-$81.5m) a year.

While the initial contract is for the remainder of the season, there is an option to extend it for longer included in the agreement, according to club sources.

USDC will now be displayed on the front of the men’s, women’s and academy shirts in all competitions from now on, starting with the matches this weekend. That means it will be seen for the first time at Chelsea men’s Premier League game at home to Brighton & Hove Albion on Sunday.

USDC, according to its website, “is a stablecoin issued by Circle, fully reserved by cash and cash equivalents for 1:1 redeemability with US dollars. It enables fast, low-cost, and accessible global transactions via blockchain technology.” It stands for “US Dollar Coin”.

The sponsorship will give another boost to the club’s financial figures, although Chelsea’s number of global partners has already been on the increase.

Chelsea’s search for a front-of-shirt sponsor has been an ongoing process since the arrangement with UK network provider Three ended in 2023.  Circle has the potential to be the first long-term front-of-shirt sponsor since the Todd Boehly-Clearlake consortium took over in May 2022.

The lack of a front-of-shirt sponsor has been a major talking point among supporters, who may still question why something has not been put in place for several years rather than an initial agreement for the rest of the season.

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