Chelsea Football Club has finally unveiled their eagerly awaited home kit for the 2023/24 season, putting an end to weeks of anticipation among supporters. Hot on the heels of the recent reveal of their training kit range, which boasted Trivago as the proud sponsor, the club has now lifted the veil on their new matchday jerseys.
After a series of tantalizing teasers spread across the club’s social media platforms over the past few days, the official announcement has arrived, complete with a special tribute to the 1997/98 team. This legendary squad clinched the UEFA Cup Winners’ Cup and the League Cup while securing a commendable fourth-place finish in the Premier League.
“Despite the changes taking place at the club, our pride remains unwavering. The interior shirt details pay homage to this fact – Chelsea FC remains the ‘Pride of London,'” stated the official club announcement. The newly revealed top, intentionally unveiled without a front-of-shirt sponsor due to ongoing challenges in securing a suitable partnership, proudly displays a golden club badge and Nike logo, accompanied by the customary blue chest plate.
In a departure from the flashy background patterns and textures of previous years, Chelsea has embraced a minimalist design aesthetic, featuring white underarms and a white sleeve outline. A white strip inside the collar, reminiscent of the iconic 1998 shirt that holds a special place in recent memory, adds a touch of nostalgia to the ensemble.
However, the most notable aspect of the new kit is the absence of a primary sponsor. Chelsea’s three-year deal with mobile phone giants Three concluded on June 30, and the club has yet to announce a new partner. Despite separate agreements with Oman Air and Hilton as official airline and hotel partners respectively, the quest for a main sponsor continues.
Reports have circulated suggesting that gambling and casino company Stake has been engaged in discussions to fill this coveted sponsorship slot. In response, the Chelsea Supporters’ Trust expressed concerns and issued a strongly worded statement after sending a letter to the club’s owners. With no decision reached, Chelsea has taken a unique stance by releasing their kit without a sponsor.
Within the kit release, the club emphasized that “fans should be aware that the 2023/24 home kit featured on the pitch may subsequently feature a front-of-shirt partner. The club will provide any updates regarding changes to the kit in due course.”
Chelsea stands as the only top-tier English side to take such a bold step this season, although Serie A giants Roma find themselves in a similar position. As Chelsea embarks on their pre-season tour in America, they will have the opportunity to showcase their new style to fans across the United States. The eagerly awaited shirt will be available for purchase by fans starting from August 23.