Chelsea have released the home kit for the 2023/24 Premier League season, which is a throwback to their attire from the 1997/98 campaign. It comes after several days worth of teasers that hinted at a retro styled shirt, particularly focused on the 90s and themes from the decade.
The design is an ode to the team that won the UEFA Cup Winners' Cup as well as the League Cup, with a fourth-placed Premier League finish. The announcement itself featured two stars from the team as well, with Dennis Wise and Roberto Di Matteo wearing the new kit.
The pattern itself is minimalist, featuring a plain blue with trims of gold to represent the legacy of the club itself, though the badge and Nike symbol are embossed in texture with a gold feature too. "While changes take place at the club, the pride stays the same. Interior shirt detail nods to exactly this - Chelsea FC remains the ‘Pride of London," the official club announcement reads.
However, there is one clear thing missing from the front of the shirt itself and that's the main sponsor for the coming season. The deal with phone providers Three ended in the summer and the task of finding a new name and logo to take centre stage on the kit had begun.
Chelsea had proposed an agreement with Stake, a betting company involved in cryptocurrencies that has previously sponsored clubs such as Everton. After backlash from fans, this arrangement was backed out of, while other reports claimed a deal with Paramount had been blocked by the Premier League due to conflicting broadcasting interests.
READ MORE: Chelsea news and transfers LIVE: 23/24 home kit revealed, Paulo Dybala request, Dusan Vlahovic offer
So the new kit was launched without a sponsor, meaning the hierarchy will be scrambling to ensure they can secure the best deal possible before the new season. They will have a deadline to meet though, with fans worldwide looking to purchase the revealed kit soon.
The statement from the club revealed that the shirt will be available from the Megastore in person from August 16, as well as the official store and the Nike store. The wider market will be able to purchase it from August 23, which means supporters won't be able to have the kit for pre-season or the first game of the season against Liverpool.
It also means that the board will have to work quickly to ensure that the sponsorship deal is completed in time to manufacture copies for fans to be able to wear. It remains to be seen which sponsor that will be and when that will be announced, but it's a race against the clock for those involved.
