Chelsea have revealed their away shirt for the 2026-27 season, a design that blends a fresh look with familiar detail, but the missing front-of-shirt sponsor remains the main talking point.<\/p>\n
The new kit features gold accents around the collar and sleeve cuffs, while the laurel wreath motif returns from the home shirt. Supporters will get their first look at it in action during preseason, though the absence of a sponsor is likely to draw the most attention.<\/p>\n
Chelsea have not had a permanent shirt sponsor since the 2022-23 season. Three\u2019s agreement was allowed to run out 12 months after BlueCo took over, with the new ownership then seeking a higher-value replacement. Since then, the club have relied on short-term deals with Infinite Athlete, Damac and, most recently, IFS. The last two of those lasted only a matter of months as front-of-shirt sponsors.<\/p>\n
At one stage, Chelsea were reported to be asking for as much as $80 million (\u00a360 million) per season. That figure was compared with the deal Manchester United are believed to have with Snapdragon, which is regarded as the biggest sponsorship arrangement in the Premier League.<\/p>\n
Club officials defended the decision to wait by saying they could secure a larger fee while qualifying regularly for the Champions League. That argument has not held in the short term, with the 2026-27 season set to include no European football at all after a poor end to the previous campaign.<\/p>\n
Chelsea have since adjusted their asking price, with Sportico\u2019s \u0141ukasz B\u0105czek reporting that the club are now looking for between \u00a345 million and \u00a350 million. They are also targeting technology companies that could offer support in other areas of the club.<\/p>\n","protected":false},"excerpt":{"rendered":"
Chelsea’s new away kit is here, but the front-of-shirt sponsor search remains unresolved.<\/p>\n","protected":false},"author":1,"featured_media":17910,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[190,1383],"tags":[1662,1355],"class_list":["post-17911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chelsea","category-chelsea-news","tag-away-kits","tag-badge-design"],"_links":{"self":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts\/17911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/comments?post=17911"}],"version-history":[{"count":0,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts\/17911\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/media\/17910"}],"wp:attachment":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/media?parent=17911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/categories?post=17911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/tags?post=17911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}