After its initial first-year partnership, Infinite Athlete is reportedly set to continue as the primary sponsor of Chelsea FC for the 2024/25 season.
The Premier League club, according to the BBC, had reportedly been considering ending the £40m, seven-year deal with the AI sports tech firm after a club social media post hinting at the suggestion was quickly removed.
Whilst Infinite Athlete confirmed it will remain as the front-of-shirt sponsor throughout Chelsea’s pre-season schedule, talks have reportedly taken place on whether the firm will remain as the primary shirt sponsor as opposed to a lesser visible placement on the shirt, such as the kit sleeve.
Chelsea underwent a lengthy summer search last year for a front-of-shirt sponsor after its previous deal with mobile network Three ended.
The five-time Premier League champions had talks with numerous companies, such as Allianz and Paramount+, before agreeing a deal with Infinite Athlete.
However, one company Chelsea held talks with last summer, Riyadh Air, has resurfaced as a potential high-profile shirt sponsor for the club this summer.
Despite the talks, Infinite Athlete has been integrating its technology to elevate the fan experience as well as providing the Chelsea first team with data and analytics to improve performance.
Charlie Ebersol, CEO of Infinite Athlete, spoke to Insider Sport earlier this year. He revealed how the Chelsea deal came together last year and how the company is integrating its technology across the sport.
Ebersol said: “We are still at the beginning of our journey. Our technology is being used by Chelsea and its fans specifically, but as other leagues and clubs adopt our platform, we will naturally engage with the wider football fanbase.
“Our goal is to be the universal operating system for sports – including football, so our intention is to work with all clubs at some point in the near future.”
