"Can't even get this right...": Chelsea fans react as club reveals shirt sponsor EIGHT months into season

Chelsea haven't had a shirt sponsor all season. (Deposit Photos)

Chelsea have gone the entire season without a front-of-shirt sponsor, with Enzo Maresca's side, rather unusually, wearing a plain, flame-patterned blue jersey.

But just as fans had gotten used to the minimalist look, eight months into the campaign, it’s now disappearing. On Wednesday, Chelsea announced that they had secured a new sponsor — Dubai-based property development firm DAMAC Properties.

In a statement, the club revealed it had partnered with DAMAC as its official Property Development Partner. As part of the collaboration, the firm is set to build more than 1,400 Chelsea-branded residential units in Dubai’s newest beachfront address, Maritime City — the first of its kind.

To celebrate the partnership, Chelsea will feature DAMAC's logo on the front of their men's and women’s shirts — but only for a few weeks.

"To showcase this groundbreaking global partnership and celebrate the launch of the first-ever Chelsea Football Club branded residences, DAMAC Properties will feature on Chelsea FC men’s and women’s shirts for the remainder of the 24/25 season, starting with the UEFA Conference League semi-final fixture against Djurgarden this Thursday," the club said.

Jason Gannon, President and COO of Chelsea FC, said:“DAMAC are world-renowned for building luxury properties, and we are thrilled to be working with the industry leader to bring to market a first-of-its-kind branded Chelsea FC residence in Dubai."

"With the club located in the heart of London, the collaboration will bring Chelsea to life in Dubai and support our continued growth on the global stage," Gannon added. "We can’t wait to see Chelsea Residences take their place in the Dubai skyline.”

Fans quite likes Chelsea's sponsor-less shirts. (Deposit Photos)

With only a maximum of seven games left this season, Chelsea fans have had mixed feelings about the unveiling of the new shirt sponsor — viewing it as a fitting metaphor for a chaotic season at Stamford Bridge marked by inconsistent performances, confusing transfers, and off-pitch uncertainty.

“DAMAC as a front-of-shirt sponsor doesn’t even look bad, and it’s good money from Dubai. But who on earth gets a sponsor only in the last month of the season? Chelsea do everything backwards,” one fan wrote on X. “Can’t even get this right.”

Another added: “The most pointless shirt sponsor ever. Got about four weeks of the season left — may as well have waited for next season.”

“Why a short-term deal? No sense,” another commented.

Some even speculated that the move was financially motivated to help Chelsea remain compliant with the Premier League’s Profit and Sustainability Rules (PSR), suggesting the short-term cash injection could be similar to other recent controversial commercial deals.

“Dodgy deals. Short-term cash injection to beat this year’s PSR. Just like the hotel deal,” one fan posted.

Whatever the motivation behind the deal, fans largely agree: it’s another bizarre chapter in a season where Chelsea's off-field decisions have been just as unpredictable as their on-field performances.