Chelsea have a new manager, they have a set of players, a pre-season tour confirmed and already one of their many outgoings for the summer sorted. Mauricio Pochettino is in, a fresh CEO has been appointed and another director is in place.
The effect is one of change but the Blues are really just restocking. All of this - minus the players - had been gutted and carved out over the past 12 months with coaches chopped and changed. Staff at the club came and went seemingly on a daily basis. Nobody was safe.
Although far from settled, there is perhaps a more semblance shape now than there was even one week ago. Frank Lampard has taken care of his last game, most of his imported temporary staff will follow. The next time Chelsea's stars are back at Cobham it should be closer to Todd Boehly's end goal than when they left.
READ MORE: Chelsea have already found Joao Felix transfer replacement as Mauricio Pochettino 'confirms' deal
Some, of course, won't return. That is by the by at this stage and with such large numbers occupying squad slots there is no way around it. Neither party benefits from unhappy players coming back to prepare for a season they really aren't all into. Pochettino will weed those out regardless.
One thing that hasn't yet changed is the club's main sponsor. It is an issue that has rumbled on for months now with Three not extending their initial three year deal. Worth around £40m ($49.63m) per season and £120m ($148.88m) in total, it is not one that can be held back ahead of the new season.
Chelsea have had a fractured relationship with the popular mobile phone company ever since they pulled out of being visible during the early links between Vladimir Putin and Roman Abramovich last year. Once the Russian sold the club things returned to normal, even if the planned takedown of the sponsor's logo never came to fruition.
That, according to many fans, was not the type of loyalty the club were after and ever since then it has been somewhat strained and a moot point. Shortly after Boehly's arrival, Three resumed their sponsorship of the club heading into the third and final year of the agreement.
In February it emerged that damage had been done and there were no plans to extend with the club hopeful of finding a much more lucrative deal instead. Heading into the summer and there are no new signs of a main sponsor to shout about. It is an awkward situation that leaves one of the key points of branding, marketing and commercial direction all lacking.
Chelsea have had to work on the basis that they are now no-longer playing in Europe and therefore have less visibility in the global game as opposed to this season or those before whereby they were Champions League participants and contenders. This doesn't just have a knock-on effect for the specific sponsorship deal but also the kit.
The Blues are yet to release their new home, away or third kit official designs and part of that revolves around the lack of clarity on what the main logo will be on the front. It appears, on the face of it, a trivial point. However, with backlash over how the Three design turned out between 2020 and present, it is an important point to consider.
Leaked versions of the kit have appeared online but without a final sponsor being added. On the final weekend of the season it was noticeable that several clubs had already stolen a march in this sense. Both Arsenal and Manchester City donned their new jerseys ahead of the 2023/24 season, showing off new, slick patterns.
It was the first chance for supporters to see the model in action and represents a chance missed for Chelsea. Leicester City were another side to display their fresh look. Not only is it an opportunity that has gone begging, there are also concerns over how the club might sell the kit.
With highly co-ordinated teams in place to create exuberant teases and announcement content for the kit, Chelsea's uncertain squad creates a dilemma. Mason Mount, for example, is one of the biggest faces of the club but has a future that may well lie elsewhere.
Kai Havertz has also been used for many stunts before but could also leave. N'Golo Kante hasn't resolved his own contract. If these, and the sponsorship, aren't sorted soon then the benefits from the launch could well be lost, leaving the club further behind their rivals yet again.
READ NEXT:
Joao Felix sends cryptic Chelsea transfer hint as Stamford Bridge frustration made clear
Mauricio Pochettino silence explained as Chelsea make key point in statement
Todd Boehly learns harsh Chelsea lesson with £21m Mauricio Pochettino decision already made
Mauricio Pochettino already has dream Christian Pulisic transfer replacement as £52m deal agreed
Transfer news LIVE: Man United 'pushing' for Mason Mount and Harry Kane responds to speculation
