☰

Chelsea unveil sponsorless

2023-24 home kit
So fresh, so clean
By David Pasztor on July 10, 2023 8:46 am

Chelsea’s attempts to secure shirt sponsorship

for next this season continue to hit various
roadblocks — be they Premier League rules,
fan backlash, or just a general lack of interest
in giving us £40m for a year — and so we’ve
decided to unveil next this season’s (home)
shirts without any sponsor at all.

Top Stories

00:36

Talk about a throwback! Doesn’t get much

throwback-y than a shirt without a sponsor! Put
one of these on Osgood’s statue!

Speaking of which, this year’s effort from Nike

is clearly inspired by the 90s, specifically the
1997-99 home shirts from Umbro, which
similarly featured white underarm panels and a
black and yellow trim on the sleeves. (Those
shirts had a far superior collar however, and
were made classic by on pitch success.) The
club’s teasing on social media over the past
week has been heavy on the late “90s thing”
vibes as well, with Nintendo Gameboys, Nokia
cellphones, and original iMacs.

! a huge fan (the collar is just

Anyway, I’m not
extremely boring for non-athletic applications)
but I do dig the gold badge and swoosh.

Not that I could buy it even if I had wanted to:

they won’t be available until August 16 (August
23 online), by which point we’ll hopefully even
have a sponsor to put on the front of it.

Chelsea FC
@ChelseaFC · Follow

Introducing our 23/24 @NikeFootball home shirt!

90's inspired and shimmering in gold, celebrating

25 years since our iconic 97/98 season where we
took home the UEFA Cup Winners' Cup.

#ItsA90sThing #ThePrideOfLondon

chelseafc.com
Pay tribute to the ’90s with Chelsea’s new
Nike home kit!

8:27 AM · Jul 10, 2023

39.5K Reply Share

Read 1.8K replies

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All Comments 69

Newest 

 Dr_Gzus
53 minutes ago
Withholding !nal judgment until we see the
shorts and what (if any) nonsense they put
on the back... Enzo's pic above gives me
pause.

   

 Oliver Digby
3 hours ago
Initial images were terrible...cheap looking
fabric with a bad cut.

These photos show another story. Really

great cut and the texture and fabric design
look great on an actual person. Sponsor-less
would be awesome, but the right logo could
really cap this kit o".

 2   

 Jazzpilicueta
2 hours ago
 In reply to Oliver Digby
The renders with Paramount+ were
superb, but of course, we cant have nice
things

 SHOW IMAGE

   

 Oliver Digby
1 hour ago
 In reply to Jazzpilicueta
Oh yeah, that de!nitely looks class. As
long as we can get something better
than that fuzzy caterpillar from the
last few seasons, I'm on board.

   

 CaptainAzpi
4 hours ago
It wasn’t until DP pointed it out but it really
is missing the collar
https://twitter.com/jt__v2/status/167834066
1932699648?s=46&t=X3rN2ljaC-
lz6rO3Pdma9w

 SHOW TWEET

   

 Drzoiberg
4 hours ago
Rdm cool af

 SHOW IMAGE

 1   

 Rufus67
5 hours ago
Gotta say I like it, even the collar. Clean,
classic look with still a bit of interest in the
subtle pattern. Really interested to see who
they get as a sponsor (who should be
thrilled not only for Chelsea working with
them but also because such a clean/simple
jersey will make their logo pop for sure).

   

 Broodyblue
5 hours ago
Love it, even when it didn't happen by
design but yes. ..

 SHOW IMAGE

 2   

 MadeUpUserName
5 hours ago
better image -
https://twitter.com/ChelseaFC/status/16784
09544634859520/photo/1

 SHOW TWEET

 2   

 Selleree
6 hours ago
Not bad... the sponsorless thing gives
Osgood-and-Co. vibes.

But no collar, no "90s look."

   

 ChiefsNorth22
6 hours ago
Not a fan of this particular one. I prefer the
Adidas makes of the kits.

 1   

 Ballack_13
7 hours ago
If I can get the non sponsored one, am
buying it.

 1   

 IMissReece
7 hours ago (Edited)
Like the no sponsor look. It is refreshing,
even if not !nancially viable on the long-
term.

The one critique I would have, and I think

this goes with football kits in general which
would put me outside the world football
community. I think the Chelsea portion,
whether it be the Chelsea crest or perhaps
lettering saying Chelsea or something like
that should be more prominent. Having so
much empty space, it's like they could have
done something more to draw attention to
the Club.

 1   

 Lord TSU
8 hours ago
I love the crest hahaha... Thinking of getting
one of these

   

 Trueberculosis
8 hours ago
Everyone will have an opinion on the kit, my
question is wrt the technical photography.

Could they really not have a white light

setting where the gold of the badge would
be seen clearly? What's with the half green
smudge on most of the pics? It's a re!ective
logo. Just choose your angles we'll and skip
the greenscreen

Amateur.

 11   

 tjc5022
7 hours ago
 In reply to Trueberculosis
Eh. Don’t think it’s amateur. Seems like
the player is the subject more so than
the badge. Plus the 90s background
with the kit being more just “there”.

   

 Jazzpilicueta
5 hours ago (Edited)
 In reply to tjc5022
No really, leaving the green tint on the
badge is the equivalent of a paparazzi
shot of a celeb being published with
zero red-eye correction. It's amateur
at best...

 3   

 tjc5022
4 hours ago (Edited)
 In reply to Jazzpilicueta
Because you don’t agree with the
artistic choice doesn’t make it
amateur.

   

 Jazzpilicueta
3 hours ago
 In reply to tjc5022

artistic choice

clutching at straws there mate.

Daddy done fucked up...

   

 tjc5022
3 hours ago (Edited)
 In reply to Jazzpilicueta
I'm clutching at straws?

Not the guy who has no idea

what the intent was of the artist,
nor the setup nor the timeframe
to get it done, nor the material of
the kit, nor the marketing plan for
this shoot?

That guy who has none of the

above detail but calling it
"amateur at best" isn't the one
clutching at some straws of
negativity for something they
don't know relatively anything
about for this entire launch.
Because...the badge is tinted
green and they don't like it.

Yea, man. Makes sense.

   

 Jazzpilicueta
2 hours ago (Edited)
 In reply to tjc5022

the badge is tinted green

and they don't like it.

Its literally not tinted geen.

Someone here has already
posted close-up of logo in a
post above. It doesn't take a lot
of work to ensure the correct
colour shows through when
showing the whole kit.
https://twitter.com/ChelseaFC/s
tatus/1678409194817421312/p
hoto/1

 SHOW TWEET

   

tjc5022
1 hour ago (Edited)
 In reply to Jazzpilicueta

It doesn't take a lot of work

to ensure the correct colour
shows through when
showing the whole kit.

But it does. These social media

launches probably get a small,
very speci!ed, window for the
players.

Reddit has a BTS picture that

also includes a few players that
aren't here anymore and the
lighting looks like they did a
general lighting of the whole
set. Which makes sense for
what is probably a quick "you
have these guys for 30"-type
shoot.

These types of shoots wouldn't

have each individual light
positioned perfectly for each
shot.

Like yea, you can re-light each

and every shot to get the best
photo possible, or you can
probably shoot a dozen other
shots in the meantime.

What means more to this? More

shots to use in promotional
material. Having a few dozen
"usable" shots is insanely more
valuable than having a few
perfectly lit shots. Hell, on their
website, the background pops
even more than the kit. Seems
to me that the purpose of this
launch is more "90s nostalgia"
than "look at the new kit".

 1   

Jazzpilicueta
11 minutes ago (Edited)
 In reply to tjc5022
You must be easy to please!
There's 6 shots in the tweet,
you're saying we shouldn't
mind if the club photographer
couldn't be arsed to touch up a
measly 6 photographs? A kit
launch should show the kit in all
it's glory, not make gold show
up like corroded copper.

Anyway, we've debated the

issue at some length and now
I'm bored.

   

 Chelsea#25
7 hours ago
 In reply to Trueberculosis
Agree - doesn't look as nice in these as
it should

   

 Trueberculosis
8 hours ago

clearly inspired by the 90s, speci!cally

the 1997-99 home shirts

So basically the year after which most of our

present players were born

 1   

 tjc5022
8 hours ago
 In reply to Trueberculosis
So?

   

 Chelsea#25
7 hours ago
 In reply to tjc5022
Haha stop, you're hardly going to try
and start an argument over that

 6   

 tjc5022
6 hours ago (Edited)
 In reply to Chelsea#25
Sorry. Just getting sick of the
constant negativity train.

Like it's really not that di"erent of a

thing to bring up history and events
before the births of the people that
would be representing those
history/events.

Unless you want to call out all Tom

Hanks for acting in a movie about a
war he wasn't even alive for.

 1   

 Chelsea#25
6 hours ago
 In reply to tjc5022
Think it was a light joke.

   

 tjc5022
6 hours ago
 In reply to Chelsea#25
Maybe. I usually see that
commenter just go negative for
the most part, so did not take it
as a joke. My mistake if so.

 1   

 Trueberculosis
3 hours ago
 In reply to Chelsea#25
It was a very serious observation.
As serious as the observation
that Leonardo di caprio is in
charge of chelsea recruiting -
under 24 or nothing

 2   

 BLUEYORKSTATEOF… 8 hours ago

Looks better on the players/models than it

did from the sneak preview on the hanger.
If anyone remembers the 90’s though, shirts
were baggy. If Chilly rolled up to the park in
that we would’ve called it an “extra
medium”.

 1   

 BlueWays
8 hours ago (Edited)
Whaooo… Gorgeous! This is a really nice
shirt… cool and fresh…brilliant style. I wish
they would sell the sponsorless edition, I
would buy it instantly. Love it!

   

 Kobias
9 hours ago
Conspiration theory:

Our US owners will stick with a sponsorless

shirt as is tradition for US sports teams.

 2   

 It'sTheNopeThatKills
9 hours ago
 In reply to Kobias
Our Capitalist owners who invested to