After weeks of anticipation from supporters, Chelsea Football Club has finally unveiled their brand-new home kit for the highly anticipated 2023/24 season. Following the recent introduction of their training kit range, which proudly featured Trivago as the sponsor, the club has now lifted the curtain on their matchday jerseys.
Building up to the official announcement, the club had been teasing fans through a series of captivating teasers on their social media channels. Now, the long-awaited reveal has arrived, accompanied by a special homage to the illustrious 1997/98 team. This remarkable squad clinched victories in both the UEFA Cup Winners’ Cup and the League Cup, achieving an impressive fourth-place finish in the Premier League.
In an official statement, the club emphasized their unwavering pride, even amidst ongoing changes. “While changes take place at the club, the pride remains the same. The interior shirt details pay tribute to this – Chelsea FC continues to be the ‘Pride of London,'” read the official club announcement. The newly unveiled top, intentionally presented 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 classic blue chest plate.
Departing from the flamboyant background patterns and textures of previous years, Chelsea has embraced a minimalist design approach, incorporating white underarms and a white sleeve outline. Additionally, a white strip inside the collar, drawing inspiration from the beloved 1998 shirt, adds a touch of nostalgia, making it one of the most cherished designs in recent memory.
However, the most remarkable aspect of the new kit is the absence of a primary sponsor. Chelsea’s three-year deal with mobile phone giants Three came to an end on June 30, and no official confirmation of a new partner has been announced. Despite existing agreements with Oman Air and Hilton as official airline and hotel partners respectively, the search for a main sponsor remains ongoing.
Following reports that gambling and casino company Stake was in talks to fill this coveted sponsorship slot, the Chelsea Supporters’ Trust expressed concern and issued a strong statement after sending a letter to the club’s owners. In the absence of a final decision, Chelsea has taken a distinctive stance by releasing their kit without a sponsor.
Within the kit release, the club clarified 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 communicate any changes to the kit in due course.”
Chelsea stands as the only top division side in England to make such a decision 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. Fans can mark their calendars as the shirt will be available for purchase starting from August 23.
