By gaining planning permission this week for their new ground at Stamford Bridge, Chelsea will make it a three-way capital heavyweight contest with Tottenham and West Ham to get elusive naming rights.
Spurs, who will finish their White Hart Lane building work at least two years ahead of Chelsea, have demanding chairman Daniel Levy looking for a long-term deal worth more than double Arsenal's £150million Emirates Stadium contract in 2012 that included a shirt sponsorship.
Ideally, Levy wants a 20-year agreement worth £20m annually, knowing how difficult it would be to re-name a UK stadium for a second time, and there is talk of possible Chinese investment.