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Chelsea FC has reached out to HP Inc about becoming the club’s next front-of-shirt sponsor, with a deal valued at roughly £45-50M per year. If it lands, it would represent a significant upgrade from the club’s current stopgap arrangement, but it still falls meaningfully short of the £65M annual valuation Chelsea has been targeting for a long-term partnership.
To understand why Chelsea is courting HP, you need to understand the sponsorship gap the club has been navigating. After previous arrangements expired, Chelsea spent much of this campaign relying on a sleeve deal with Vietnam-based FPT Corporation, valued at £17-18M for the season. That’s the sleeve, not the front of the shirt. The premium real estate stayed vacant.
On February 20, 2026, Chelsea announced Swedish industrial AI firm IFS as its principal partner, putting the IFS logo on the front of kits. That deal is worth approximately £15M, but it only covers the remainder of the 2025/26 season.
A £45-50M annual deal would still represent a massive jump from the current IFS arrangement. Compared to £15M for a partial season, a multi-year deal at that level would inject serious revenue into Chelsea’s commercial operation. Combined with the FPT sleeve deal at £17-18M, Chelsea’s kit sponsorship revenue would clear £60M annually from those two partnerships alone.
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