Chelsea Football Club has been denied permission by the Premier League to sign a shirt sponsorship deal with U.S. streaming service Paramount Plus. The refusal is due to concerns that the deal could cause conflicts with the league’s broadcast partners.
Chelsea is now in advanced discussions with gambling company Stake.com, despite an impending ban on betting sponsorships in the top flight. The Premier League clubs voted in April for a landmark ban on gambling companies sponsoring the front of shirts, although sleeve sponsorships and LED pitchside advertising will still be permitted. Those affected have until the start of the 2026-27 campaign to find alternative sponsors.
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Chelsea had hoped to complete a sponsorship deal with Paramount Plus, a U.S. streaming service that broadcasts competitions including the Champions League, Serie A, and National Women’s Soccer League (NWSL) in the U.S. However, this was judged to not be permitted under the Deed of License – the contract between clubs and the Premier League, which covers matters including broadcasting and commercial deals.
Chelsea’s current front-of-shirt sponsorship deal with Three, the mobile network, is set to expire this summer. The club is now in talks with Stake, which bills itself as a “leading crypto betting platform”. Stake has also sponsored Everton and Watford in recent seasons.
