Chelsea FC expected to name tech company Infinite Athlete shirt sponsor for 2023-24 season

Chelsea FC is expected to name tech company Infinite Athlete its principal partner for the 2023-24 season which includes a front-of-the-shirt sponsorship for the men’s and women’s kits. News of the pairing was initially shared by several users on Twitter, and a source familiar with the deal indicated that the agreement is currently pending Premier League approval.

Infinite Athlete is the new parent company formed after sports operating system Tempus Ex Machina acquired athlete safety engineering firm Biocore last week. Chelsea and Tempus commenced a seven-year partnership last spring in a deal that seeks to enhance the fan experience, soccer analytics and club operations.

The first fan-facing element was the recent rollout of the AI-powered Match View X, which gave fans using the official club app to have a bespoke streaming experience by choosing statistical and graphical overlays, player tracking data and more. Tempus Ex reported that there were 2.7 million total views with nearly half of all fans opting to use the interactive features. While Infinite Athlete and Tempus Ex will continue to market their B2B products to clubs and leagues, the goal of the expanded agreement is to reach a broader audience, inclusive of other fans who may ask that their favorite clubs provide the same experience.