Chelsea and Todd Boehly 'to announce £40m-a-year deal' in coming days after Luton hint

Chelsea are finally set to announce a new shirt sponsorship deal worth around £40million a year, according to reports. The Blues started the Premier League campaign with plain shirts after failing to find a new sponsor as Three's contract expired at the end of last season.

Chelsea were reportedly close to teaming up with gambling company Stake earlier this summer before scrapping a deal following backlash from fans. They also saw a deal with Paramount blocked by the Premier League, but have since struck a lucrative deal with sports tech startup Infinite Athlete, according to the .

The report says a rolling annual contract was agreed earlier this year, but Chelsea will have to wait for Premier League approval before they can make an official announcement. A 'thorough investigation' has reportedly been conducted into the history and finances of Infinite Athlete, the parent company of Chelsea partner Tempus Ex.

The rest of the process shouldn't take long though, and hopefully the deal could be formalized in the next few days. Chelsea hinted at the upcoming partnership during Friday's win over Luton Town by displaying the Infinite Athlete logo on pitchside advertising boards at Stamford Bridge.

Infinite Athlete, an American sports technology and data company, has big plans to enter the world of football after establishing itself in the NFL. They were founded earlier this year and describe themselves as a company striving to make sport a better environment for multiple stakeholders.

: "Born from the idea that the world can do better in all aspects of sport and live events: the fans, the game and the athlete experience - the goal of Infinite Athlete is to create a single technological foundation for all major sports, upon which innovative sports technologies and media products can be built."

Chelsea's deal with Infinite Athlete will provide a welcome financial boost, given the money the Blues have spent on signing players over the past two years. It's just as valuable as Arsenal's long-standing deal with Emirates, which is also worth £40m a season, according to

However, that pales in comparison to Manchester United's deal with software firm Teamviewer and Liverpool's deal with banking giant Standard Chartered. The two clubs would receive nearly £50m per season, while Manchester City's deal with Etihad would be worth over £67m annually.

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