Chelsea have unveiled their new kit for the 2023-24 Premier League season without a front-of-shirt sponsor.
The likes of Reece James, Mykhailo Mudryk and Enzo Fernandez featured in the kit launch alongside former Chelsea stars Roberto Di Matteo and Dennis Wise.
The Blues will be hoping for a better campaign after a miserable 2022-23 season. Mauricio Pochettino will be the man to guide the club after signing a two-year-contract with the club back in May.
Pochettino is already cutting down his squad ahead of the upcoming season, with Kai Havertz departing for Arsenal, while Mateo Kovacic has signed for Manchester City.
Mail Sport breaks down why the club will not have a front-of-shirt sponsor ahead of the new season.
Why does Chelsea's new shirt have no sponsor?
Mail Sport reported that the club had failed to attract an appropriate commercial partner ahead of the launch of their new home shirt.
In doing so, they become the first Big Six Club to have no sponsor on the front of their shirt upon launch.
The club have got themselves in this situation after several deals fell through, including a contract with Paramount+.
A possible deal with Paramount+ was vetoed by the Premier League on the basis that it might upset PL rights holders.
Chelsea was also in line to sign a deal with gambling company Stake, but this provoked a furious reaction from fans, as the Mail on Sunday reported last month.
Stake’s British website is powered by Isle of Man firm TGP, who have been controlled in the past by a Chinese billionaire, Alvin Chau, who has links to criminal Triad gangs.
He was jailed earlier this year for 18 years after being found guilty of more than 100 charges relating to organised crime and illegal gambling, and TGP’s command structure remains opaque.
The Premier League has also banned betting companies from being front-of-shirt sponsors on kits from the 2025-26 season.
Chelsea’s main shirt sponsor up to last season was telecoms firm Three, who paid £40m a year for their front-of-shirt exposure.
Industry insiders told the Mail on Sunday that even if Chelsea manage to find a replacement, they should expect a much reduced fee per year, perhaps £25m a year or less.
What have the club said on the matter?
The west London outfit have warned fans that while no agreement had been reached with a sponsor, these may change prior to the start of the new season.
A Chelsea statement read: 'Fans should be aware that the 2023/24 home kit that features on pitch may subsequently feature a front-of-shirt partner.
'The club will communicate any changes to the kit in due course.'
When is their first Premier League game?
The Blues will face Liverpool on the opening day in a tricky start to the campaign. The clash between the two giants will take place on Sunday, August 13 (4.30pm kick-off).
Pochettino's men then face a trip to West Ham six days later, before hosting Premier League new boys Luton Town.
Chelsea's last game before the first international break will be against Nottingham Forest at home on Saturday, September 2.