Chelsea are set to announce their new front-of-shirt sponsor by the end of the week, Football Insider understands.
The Blues have been looking for a suitable shirt sponsor all summer after ending their £40million per season deal with Three.
The London giants held talks with multiple companies including Allianz, Stake and Paramount Plus, but are now expected to sign a sponsorship deal with sports technology company Infinite Athlete with an agreement now in place.
Infinite Athlete is a new company formed after Tempus Ex Machina acquired athlete safety engineering firm Biocore last week – Tempus have previously partnered with Chelsea in a seven-year agreement.
Football Insider understands both parties are finalising the details of a £50million per year deal.
The valuation of the deal has raised eyebrows, with Chelsea earlier this summer accepting that they may have to settle for a deal worth £25million annually.
Instead, the Blues are set to increase their revenue from front-of-shirt sponsorship through their deal with Infinite Athlete.
The deal is waiting on approval from the Premier League before being confirmed.
The Premier League green light is not expected to cause huge delays and Chelsea are hopeful of announcing the deal before their Premier League opener on Sunday.
Mauricio Pochettino’s side welcomes Liverpool to Stamford Bridge on Sunday afternoon, and Chelsea hope to have their sponsor printed on the home kit in time for the match.
Having secured a major sponsorship deal with Infinite Athlete, Chelsea’s commercial team are now focusing on finding a sleeve sponsorship as they look to grow their revenue streams while absent from the Champions League this season.