Chelsea, flush from their £220million shirt sponsorship deal with Yokohama Rubber, are now following the Manchester United route by looking for a training kit backer as well
Chelsea, no doubt, will be looking to get as near as they can to the £120m figure over eight years that United have attracted from American insurance giants Aon for training gear branding as well as title sponsorship of their Carrington training complex.
Liverpool also have separate training kit sponsors in Indonesian airline Garuda.
Chelsea had been lagging behind Manchester United in the sponsorship stakes but the Yokohama agreement, worth £38m annually for five years plus another potential £30m in bonuses, has fully vindicated demanding owner Roman Abramovich’s desire to challenge for the No 1 position on and off the pitch.
Chelsea’s new commercial chief Christian Purslow hired outside agency HTH, run by two former Manchester United executives, to help with his sponsorship hunt.
Their success in bringing in the second highest British shirt sponsorship from a standing start last October further exposes the FA commercial department’s chronic year-long failure to land an FA Cup sponsor.
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