Chelsea refused Paramount Plus sponsorship deal by Premier League, talks ongoing with gambling company

Chelsea have been refused permission to sign a shirt sponsorship deal with Paramount Plus by the Premier League due to concerns it could cause problems with the league’s broadcast partners.

The club are instead holding discussions with gambling company Stake.com despite the upcoming betting sponsorship ban in the top flight.

In April, Premier League clubs voted for a landmark ban on gambling companies sponsoring the front of shirts, although sleeve sponsorships and LED pitchside advertising will still be permitted. Those affected have until the start of the 2026-27 campaign to find alternative sponsors.

Paramount Plus, a U.S. streaming service, does not show football in the UK but does broadcast competitions including the Champions League, Serie A and National Women’s Soccer League (NWSL) in the U.S.

Chelsea had hoped to complete a sponsorship deal with Paramount Plus, but this was judged to not be permitted under the Deed of License – the contract between clubs and the Premier League, which covers matters including broadcasting and commercial deals.

Sky Sports, BT Sport (soon to be TNT Sports) and Amazon Prime are the Premier League’s current broadcast partners in the UK, and the league has a TV deal with NBC Sports in the U.S.

Chelsea’s front of shirt sponsorship deal with Three expires this summer. The mobile network had been Chelsea’s front of shirt sponsor for the past three seasons.

Stake bills itself on social media as a “leading crypto betting platform”.

When accessed from the UK, Stake is an online gambling website offering a sportsbook, the option to bet on sports including football, a casino, and virtual games like roulette and slots.

UK-based bookmakers tend not to accept cryptocurrency because the UK gambling regulator says it carries significant risks of money laundering and illegal activity.

From outside the UK, however, users can use Stake to bet in Bitcoin and other cryptocurrencies.

“Stake.com is a worldwide leader in crypto gambling with one of the best casino and sports betting platforms for Bitcoin and other cryptocurrencies,” its website says.

Stake has also sponsored Everton and Watford in recent seasons, but other clubs have chosen to part ways with gambling sponsors before new rules come in from August 2026.

(Photo: Craig Mercer/MB Media/Getty Images)