Chelsea fans have fumed at the decision made by the club to alter the badge on the new home kit for the 2023/24 season.
After the new design was released on Monday following weeks of waiting due to ongoing sponsorship issues, the Blues dropped their new jersey for the upcoming campaign in a unique fashion. With no primary partnership announced yet, the kit was missing a front-of-shirt sponsor.
It is the only type of its kind currently in the Premier League, though other European sides have taken a similar route with West Ham sporting a kit without a sponsor during their Europa Conference League run due to restrictions.
However, the lack of brand logo on the front of the '90s inspired top is not what has grated most with fans. Although many are split over the general look of the kit, which features a standard blue chest plate, white underarms in the style of the 1997 kit and a slick white collar, it is the golden club badge that has attracted most attention.
It is commonly an effect used by clubs to celebrate success in previous seasons or anniversary additions. Whilst it has been 25 years since the 1998 season in which the club won the League Cup and UEFA Cup Winners' Cup, supporters see little reason to be too cheerful following a 12th place finish.
With a shiny golden outline of the club's famous crest, many are frustrated at the choice to make the logo, along with the Nike tick on the opposite side, iridescent. "So close to getting it right, Chelsea. Ruined by a shiny badge," one user wrote.
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"Swap the swoosh and badge for those on the training jacket and we're in business," added another. With the training wear being revealed earlier than the matchday kit, helped by the continued agreement with Trivago as sponsor, the gold outline still exists but without the shiny effect that has lead some to vent about it online.
More angry fans pitched in: "Really impressive how they've made what is apparently a '90s inspired' kit look ABSOLUTELY NOTHING like a 90s kit," said one. Someone else pointed out: "Rule number 1 of kits: Do not mess around with the badge on the home. Should always be the actual badge.
"Save all other attempts for away and third. The only possible scenario where you get away with a home badge colour change is gold in in centenary/celebratory year."
It was reported that upon taking over the club, one of the conditions for the bidders last year was to not only commit to remaining in control for over 10 years but also to ensure that less upheaval is to follow with the club's colours, badge and stadium all remaining consistent.
Meanwhile, ensuring that the badge did not change stylistically away from its current form has been something of worry for the Chelsea Supporters' Trust as well. They previously released a statement during takeover talks of the expectations of new owners and the idea of creating a golden share to keep such decisions within the fanbase.
CST wrote: "Our proposal is for a legally-binding and irrevocable ‘Golden Share’, which would give supporter representatives a right to veto decisions made on items such as; the location of the club’s stadium, badge, kit colours, name, continued support for Chelsea FC Women and any proposal to join a new competition such as a European Super League, and so enable supporters to protect their club’s heritage."
For now, no such major change has happened but the style choices have certainly been questioned, as is standard. Fans are also unhappy the statement confirming that they are unable to buy the kit until August 16, a date that not only comes after pre-season but also the first game of the new season.
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