Negotiating new kit sponsorship deals: Nike & Chelsea “Just Do It”

As we move into the new year, like many readers the author has had a chance to look back at the football season so far. Aside from the natural rollercoaster of being a Palace fan (an unusual affliction, shared with some high profile names[1]), one of the stories that stood out most from a professional perspective was the reports of the new kit sponsorship deal signed by Chelsea with Nike[2] for the 2017/18 season and beyond.

“So what”, you might say, “These sorts of deals seem to happen all the time”. Well, yes they do, but there are several points that arise out of this one that are worth picking up on, most notably:

• can you just pay your way out of an existing unwanted sponsorship deal (as Chelsea appear to have done with Adidas)? And
  
  
• what are a club’s requirements when negotiating a new sponsorship deal?