Expert reveals 'big question mark' over Chelsea's new sponsor deal
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Keith Wyness reveals ‘big question mark’ over Chelsea’s new sponsor deal Wed 4 March 2026 6:45, UK Chelsea’s commercial strategy has been questioned after they announced a new shirt sponsor until the end of the season.That is according to ex-Everton, Aston Villa, and Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, following a deal agreed by Chelsea with AI company IFS.The Blues have been without a shirt sponsor this season as they looked to agree a deal worth up to £65million. VISIT THE CHELSEA FINANCE HUB Chelsea could be breaking into ‘next big sponsorship category’Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – states it is “really surprising” that IFS will only sponsor Chelsea’s shirts until the end of the season.
MORE FOOTBALL INSIDER STORIES Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness believes partnerships with AI companies could become “more common” in the Premier League.He told Football Insider‘s Inside Track podcast: “What’s interesting is that AI, of course, with the growth, and we’ve all seen it very rapidly in recent months, it could be the next big sponsorship category. “And so it’s interesting to see Chelsea break into this.
“Interesting though, it’s only till the end of the season. “But certainly, if it is only until the end of the season and it doesn’t get renewed, then there is a big question mark about Chelsea’s strategy again.” Credit: ImagoHow much could Chelsea earn from new shirt sponsor?Stefan Borson exclusively told Football Insider that the deal between IFS and Chelsea could be worth as little as £5m until the end of the season.Chelsea only have five more home games to play until the Premier League season finishes, meaning IFS will get little exposure.IFS will remain a partner of Chelsea until 2028, with the company set to bring benefits to part of the club’s operations behind the scenes. 🦁 Don’t Miss a Beat: Your Chelsea Insider Access Get the full story from Stamford Bridge and Cobham with our dedicated expert hubs: Updated 24/7 with expert analysis from West London.