According to the Telegraph, Chelsea are eagerly expecting the Premier League’s approval to announce their £40 million annual shirt sponsorship deal with Infinite Athlete, a sports data company. The club is optimistic that this agreement will be finalized.
Infinite Athlete, a newly established enterprise, has provided the Premier League with detailed financial information.
This data aims to demonstrate compliance with regulations regarding fair market value, which is necessary to gain permission to feature their logo on Chelsea’s jerseys.
Initially, Infinite Athletes were looking into global stadium naming rights deals, but they changed their focus to become Chelsea’s preferred front-of-shirt sponsor. The company specializes in synchronizing a wide range of sports data to develop innovative products.
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Infinite Athlete have reportedly shown evidence of securing significant investments, totalling hundreds of millions of dollars, from various investors and backers.
Chelsea started the current Premier League season without a shirt sponsor after their previous agreement with Three concluded earlier this summer.
Despite persistent efforts, the Premier League has blocked potential collaborations with Paramount and Stake. Infinite Athlete have emerged as the likely front-of-shirt sponsor for Chelsea, with both parties expressing optimism about formalizing the sponsorship deal.
The Premier League’s investigations extend beyond a simple valuation assessment, delving into the financial foundations of privately held Infinite Athlete.
Furthermore, connections to Chelsea’s co-controlling owners, Todd Boehly and Behdad Eghbali, have attracted attention.
Tempus Ex Machina, which initiated a seven-year product partnership with Chelsea in April, is also intertwined in this web.
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Tempus Ex Machina, in partnership with Silver Lake, acquired Biocore to establish Infinite Management, whose partners include Silver Lake.
Silver Lake holds a stake of over 18% in the City Football Group and invested in Fanatics alongside Boehly’s company, Eldridge.
