Chelsea are willing to miss out on potential sponsorship revenue in order to keep ‘Stamford Bridge’ as part of the name of their new stadium, according to the Times.
Earlier this year, the London club received permission to begin work on the redevelopment of Stamford Bridge where Chelsea have played for the entirety of their 112 year history.
After being given the go-ahead by the Mayor of London to build a new 60,000-seater ground on the site of the original stadium, the Times report that the Chelsea board are currently exploring ways that the club will be able to finance the costly £500M project, as Roman Abramovich is not expected to fund the entire project.
One way in which the club could earn revenue to cover the stadium build cost would be to sell the naming rights of Stamford Bridge.
However, as per the Times, the club are unwilling to sell all of the naming rights as they want to keep ‘Stamford Bridge’ in the title.
Consequently, the London club could miss out on potential income to finance the ambitious project.