Negotiating new kit sponsorship deals: Nike & Chelsea “Just Do It”

Published 11 January 2017 By: Charles Maurice

Football kit hung on rack

As we move into the new year, like many readers the author has had a chance to look back at the football season so far. Aside from the natural rollercoaster of being a Palace fan (an unusual affliction, shared with some high profile names[1]), one of the stories that stood out most from a professional perspective was the reports of the new kit sponsorship deal signed by Chelsea with Nike[2] for the 2017/18 season and beyond.

So what”, you might say, “These sorts of deals seem to happen all the time”. Well, yes they do, but there are several points that arise out of this one that are worth picking up on, most notably:

  • can you just pay your way out of an existing unwanted sponsorship deal (as Chelsea appear to have done with Adidas)? And

  • what are a club’s requirements when negotiating a new sponsorship deal? 


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Charles Maurice

Charles Maurice

Charlie is a senior associate at Stevens & Bolton LLP and specialises in the sports, media and entertainment sectors. Charlie advises on a wide range of sporting issues and has particular experience in the motor racing and football industries. 

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