EPL: Premier League finally approves £40m shirt deal for Chelsea

The Premier League have approved Infinite Athlete to become Chelsea’s new front of shirt sponsor for the 2023/2024 season.

According to the UK Telegraph,t the £40m ($48.6m) agreement was finally ratified on Wednesday.

The league is now satisfied that fair market value rules have been met and investment links between the company and Chelsea owners Todd Boehly and Behdad Eghbali were not an obstacle.

The approval marks the end of a saga for the west London club.

An agreement with Paramount+ fell prey to Premier League broadcasting regulations, before negotiations with an online casino was abandoned after a fan backlash.

The deal with Infinite Athlete appeared to be at such an advanced stage six weeks ago that it inadvertently appeared in a Sky Sports promotional video, but it has taken until seven games into the Premier League season for the contract to finally gain approval.