Despite having modelled an old-school sponsor-less shirt in the first few weeks of the new season, Chelsea debuted their new-look home kit during a 2-0 win over Fulham in the Premier League.
The Blues have teamed up with Infinite Athlete having spent months without a shirt sponsor after their previous deal with telecommunications company Three ended during the summer.
For those who appreciated the involuntary throwback kit it will come as a disappointment, but for Chelsea it's a big-money deal.
So, who are Infinite Athlete, Chelsea's new sponsors?
Who are Infinite Athlete?
Infinite Athlete is a San Francisco-based American technology company that centres around improving sport for players and fans. The corporation was set up in 2023 following the merger of Tempus Ex Machina and Biocore, LLC.
According to their own website, Infinite Athlete state: "Our mission is to build an operating system for sports that powers infinite innovation and makes sports better for the fan, the game, and the athlete."
They add: "Infinite Athlete's goal is to create a single technological foundation across all major sports, upon which innovative sports technology and media products can be built."
As a result of being a company in its infancy, Infinite Athlete do not have an enormous portfolio, with the sponsorship of Chelsea their biggest foray into elite-level football.
The details of Chelsea's deal with Infinite Athlete
Sponsorship is big business in football and a very lucrative one for clubs. In fact, Chelsea are set to earn £43m from their agreement with Infinite Athlete, marginally more than their previous £40m-a-year deal with Three.
While the current agreement between both parties is only for the 2023/24 season, it's believed Chelsea are working on extending that deal, although the finances involved could change as a result.
Chelsea wore their new shirt for the first time against Fulham and will next showcase it during their trip to Burnley at the weekend. It could be the first time that Mauricio Pochettino's side play in either their away or third shirt with the Infinite Athlete sponsor.
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This article was originally published on 90min as Infinite Athlete: Who are Chelsea's 2023/24 shirt sponsor?.
