Logo creep is the term coined by Paul Lukas for Uni Watch — or at least that's where I saw it first (an ESPN column as well as a separate blog nowadays) — to describe the slowly increasing size and incidence of sponsor and kit manufacturer logos on sports uniforms. It's a necessary evil of modern sports. Chelsea are only following Manchester United and others in this practice.
.@ChelseaFC is delighted to announce Carabao as a new principal partner... https://t.co/QPwgvnkvYZ pic.twitter.com/qlZ88LN1lB
— Chelsea FC (@ChelseaFC) November 26, 2015
Oh, the glamour of professional football, hawking some Thai energy drink as your new training kit sponsor. While other official shirt sponsors have featured on training wear before, this is the first deal in club history signed specifically for just the training kits.
Chelsea Football Club is delighted to announce Carabao as a new principal partner and our new official training wear partner from summer 2016.
The Carabao logo will feature on Chelsea players' and staff adidas training kit from the 2016/17 season at our Cobham headquarters, at press conferences, on tours, as we travel and in the warm-up to friendly and competitive fixtures.
-source: Chelsea FC
The official announcement does not contain any information about the amount of money involved; for reference, Manchester United's Aon deal is worth £120m over 8 years. Presumably, our deal with what appears the be the Thai Red Bull is somewhat close. Either way, it's nothing to sneeze at, especially with our recently announced £23.1m loss
.