After weeks of eager anticipation among fans, Chelsea Football Club has finally unveiled their much-awaited home kit for the upcoming 2023/24 season. Following the recent release of their training kit range, which garnered significant attention with Trivago as the sponsor, the club has now pulled back the curtain on their new matchday jerseys.
Leading up to the official announcement, the club teased supporters through an array of tantalizing posts on their social media channels. The long-awaited revelation brings with it a special tribute to the revered 1997/98 team, which notched victories in both the UEFA Cup Winners’ Cup and the League Cup, while securing an impressive fourth-place finish in the Premier League.
In an official statement, the club made it clear that despite ongoing changes, their unwavering pride remains intact. “While changes take place at the club, the pride stays the same. Interior shirt detail nods to exactly this – Chelsea FC remains the ‘Pride of London,'” declared the official club announcement. The newly unveiled top, currently devoid of a front-of-shirt sponsor due to challenges in securing a suitable partnership, proudly displays a golden club badge and Nike logo along with the customary blue chest plate.
Departing from the flamboyant background patterns and textures of previous years, Chelsea has embraced a minimalist design approach, featuring white underarms and a white sleeve outline. Moreover, reminiscent of the beloved 1998 shirt, a white strip inside the collar has been incorporated, paying homage to one of the most cherished designs in recent memory.
However, the most prominent feature of the new kit is the conspicuous absence of a primary sponsor. Chelsea’s three-year deal with mobile phone giants, Three, expired on June 30, and no official confirmation regarding a new partnership has been forthcoming. Despite separate agreements with Oman Air and Hilton as official airline and hotel partners respectively, the club is still in search of a main sponsor.
In light of reports suggesting that gambling and casino company, Stake, was in talks to secure this coveted sponsorship slot, the Chelsea Supporters’ Trust issued a strongly worded statement, expressing concern about such a deal. As no final decision has been made, Chelsea has taken a distinct approach by releasing their kit without a sponsor.
The club, in their kit release, made it clear to fans that the 2023/24 home kit, as worn on the pitch, may subsequently feature a front-of-shirt partner. Any modifications to the kit will be communicated to supporters in due course, ensuring transparency throughout the process.
While Chelsea stands alone among the top-flight English clubs this season in opting for an unsponsored kit, they find themselves in good company with Serie A giants Roma, who are facing a similar situation. Chelsea will soon embark on their pre-season tour in the United States, affording them the opportunity to showcase their fresh style to American fans. Fans will be able to purchase the highly sought-after shirt starting from August 23.