Chelsea better make July 1 an epic day in the history of the club’s transfers
By George Perry
As of July 1 Chelsea will run out of excuses for not sealing and announcing transfers. They should make the opening of the transfer window a landmark day in club history by unveiling the fruits of their negotiations of the last month.
Chelsea’s off-season has been underwhelming on the contract front, to say the least. So far, the highlights are signing a contract extension for a 34-year old third-string goalkeeper and securing a 16-year old academy prospect from Ajax.
Meanwhile, Liverpool announced their club record signing, former Chelsea winger Mohamed Salah. Everton seemingly announce a new player every other day. When the Merseysiders out-ambition the reigning Premier League champions, things are askew.
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The going line for Chelsea’s reticence is that Nike’s kit contract does not go into effect until July 1. Nike does not want the new Blues’ first picture to be holding an adidas jersey or scarf. Chelsea are obliging their lead sponsor’s wishes.
That explanation holds up until you realize Chelsea could announce a signing without – wait for it – taking a picture with that player and their kit. Earth-shattering, right?
Some Chelsea fans (plus a few supporters) defend the club’s silence, saying that announcements and leaks to the media are empty PR ploys. As champions, they continue, Chelsea do not need to manipulate the media to show ambition or intent or behind-the-scenes activity.
Well. As someone who keeps a memento of the 2015/16 season as a reminder of the consequences of a failure in ambition and intent, such PR moves are far from empty. Complacency is a champion’s worst enemy. Before the team even has an opportunity to be complacent on the pitch they could already be at a disadvantage because of complacency in the board room.
Accepting such complacency out of blind faith in the board and management is a necessary condition for becoming an Arsenal fan. It is conduct unbecoming a Blue.
Beyond issues of complacency is the strange use of “public relations” as an epithet by people who traffic in, you know, relating to the public. Chelsea’s customers are the public. Football’s customers are the public. Sponsors, media… the same. Relating to said public is, well, the job.
Chelsea can officially open the transfer window and the Nike era by announcing over £150 million in transfers. If the rumours reflect reality, Chelsea can have Romelu Lukaku, Tiemoue Bakayoko and one of two ex-Juventus wing-backs at Stamford Bridge holding a Nike jersey with Antonio Conte and Michael Emenalo standing on either side.
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Such a move will assuage fans, satisfy Conte and send a clear message to Merseysiders, Mancunians and north Londoners. The club will have no more excuses when the calendar rolls over.