Chelsea sign new shirt sleeve sponsorship deal with crypto firm BingX, which will appear on front of club’s training kits from next season
Chelsea have agreed a new sponsorship deal with crypto firm BingX, who will become their sleeve sponsor for the rest of the season.
According to the terms of the agreement, BingX will then be featured on the front of the Premier League team’s training uniforms starting in the 2024–2025 season.
It was intended that the new sponsorship would be visible on the Blues’ uniform for their January 9 matchup with Middlesbrough in the Carabao Cup semifinal first leg, according to The Athletic.
This season, the west London team and Infinite Athlete came to an agreement for a new front-of-shirt sponsorship contract. The US data business will continue to appear on the front of uniforms for the remainder of the campaign.
Now that 18 out of the 20 Premier League teams have formally collaborated with a cryptocurrency company, there has been a lot of backlash.
Who will sponsor Chelsea’s shirts and sleeves starting in the upcoming season is still unknown, as is the person who will assume responsibility for the club’s sleeve sponsorship starting in the 2024–2025 season.
Mail Sport revealed in September of last year that Chelsea had held talks with a number of possible partners, including the Saudi airline Riyadh Air.
Tempus Ex, a Chelsea partner, and the NFL, Colorado Athletics, and the US Collegiate Pac-12 Conference are just a few of the major sponsorship agreements that parent business Infinite Athlete already holds. Although they changed their name this year, the business was founded in 2009.
They first collaborated with Chelsea earlier this year, and they aim to grow into a significant force in international football by giving teams access to player data at a reasonable cost and enabling spectators to see matches from a variety of camera perspectives.
The club’s training shirt will feature the cryptocurrency business on the front starting in the upcoming season.
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Following the expiration of their contract with cellphone carrier Three last summer, Chelsea began looking for a new major partner. During the season’s opening games, they were also playing in unsponsored jerseys.
Potential conflicts with the Premier League’s TV rights holders forced the cancellation of a partnership with Paramount+, and a backlash from fans forced the abandonment of plans to collaborate with online casino Stake.
Although negotiations with Allianz and a cryptocurrency company broke down, the Premier League approved the agreement with Infinite Athlete earlier this week.