The Implications Of Chelsea's New Deal With Delta

(Photo by Ronald Martinez/Getty Images)

Earlier today, Chelsea announced a new partnership deal with Delta Airlines. Now we get to try to figure out whether or not this is a big deal. One of the benefits of winning the Champions League, we've been told, is the opportunity to negotiate new, bigger commercial sponsors, which means more money. In the age of Financial Fair Play, more money is good.

Chelsea trumpeting the Delta partnership is obviously indicative that it's significant to the club, but it's difficult to imagine Delta signing on as premium partners (like adidas and Samsung). I'd also expect them to have shown up on the club's sponsorships page by now if they were in that class. More likely, I think, is that they're 'platinum' partners on the level of 188 Bet and Singha - you can probably expect to see pitchside and online ads. What's that worth over two years?

It's almost certainly not impactful money, as far as Chelsea are concerned. The deals with Samsung and adidas are in the £14-20M range, and I'd guess that the Delta deal is well short of that total - maybe £5M, if I'm feeling generous. That's a guess, of course; I don't know and I haven't been able to dig up much information detailing either Delta's sponsorships in the USA or comparable platinum-level partnerships with other companies.

It's obviously better than nothing, of course, but don't expect this to be anything even remotely approximating a financial panacea. We've already got the new television deal for that.

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