Chelsea finally set to get new shirt sponsor as Blues confident Premier League will approve £40m-a-year deal with Infinite Athlete

Chelsea are set to announce their brand new front-of-shirt sponsor for the 2023/24 campaign.

After beginning the new season with a blank design on the front of their shirt, it seems the Blues are set to link up with Infinite Athlete in a deal worth around £40m ($50.8m) a year, according to The Telegraph.

Having most recently ended their three-year tenure with telecommunications brand '3', Chelsea's sleek design this season has drawn plenty of admirers for its retro feel without a front-of-shirt sponsor. However, with money and sponsorships ultimately having the final say, Mauricio Pochettino's side are set to see another design hit the shelves in the weeks that follow.

After falling to defeat against West Ham in the Premier League on Sunday, the Blues are set to face new boys Luton Town at Stamford Bridge on Friday evening.