It’s all been a little too quiet at Stamford Bridge this summer, with Chelsea yet to announce any new additions to their title-winning squad.
And manager Antonio Conte is apparently not best pleased.
But there’s a theory that the delay is down to marketing purposes, SunSport understands.
The Blues have been hot on the trail of a number of mega-money targets so far this summer and are thought to have completed a deal for former Man City ‘keeper Willy Caballero.
But it is believed the London side will not reveal any new transfers until their new jersey’s are shown off on July 1.
The Blues are believed to want the fresh signings to be holding up the kits when they are announced by the club.
By doing so, both Chelsea and their London rivals Tottenham will increase sale venues as fans snap-up replica memorabilia with new signings.
A source said: “Both clubs are yet to officially announce their new kits ahead of the season.
“It makes sense from a marketing perspective to wait and not rush by the club showing off signings.
“Rather than reveal the player with an old kit, supporters will be lured in by the new one with a star name on the back.
“It’s a normal tactic and has been done by dozens of other clubs in the past, but it is successful and worth it.”
Chelsea and Spurs fans have grown frustrated already with the lack of transfer action from both clubs.
The pair are looking to spend millions this summer, and the earlier signings are made, the cheaper they will be.
But the rivals are both of the understanding a measured approach towards kit sales is the best option.
Antonio Conte has already made his first move of the summer by swooping for ex-Manchester City goalkeeper Caballero.
He will be the understudy to Thibaut Courtois in the next campaign, while also playing in cup matches.
The Blues are also closing in on a mega-move for Monaco ace Tiemoue Bakayoko as Nemanja Matic looks set to leave.
Meanwhile, Spurs are interested in bringing in Everton attacking midfielder Ross Barkley.