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Chelsea gambled by not agreeing a cheaper shirt sponsor deal – will they reap the reward?

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Chelsea gambled by not agreeing a cheaper shirt sponsor deal – will they reap the reward?

There are two ways to look at Chelsea not signing a front-of-shirt sponsorship deal before the start of the season.

You could view it as a failure, with companies not wanting to fork out £45million-plus for the privilege of being in prime position on their kits following a disappointing Premier League campaign in 2023-24, buoyed by the narrative that the club’s owners, Clearlake Capital and Todd Boehly, don’t know what they are doing.

The alternate view, echoed within their home stadium Stamford Bridge, is that Chelsea rolled the dice and gambled on their sporting performance improving, therefore rendering it foolish to enter a long-term deal with a potential partner in the summer when the front-of-shirt value could be sold for a much bigger fee just a few months later.

In this case, both can be true, yet it’s evident no company was willing to pay what Chelsea were asking for, otherwise the players would be sporting some brand’s logo on their chests already.

One opportunistic company even shared a press release at the beginning of November, announcing the ‘exclusive news’ it had secured a deal to become Chelsea’s new front-of-shirt partner for the rest of the season. When challenged on the fact this simply wasn’t true, the firm, which will remain nameless, thought it would still be a good story for media outlets to run.

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The club hierarchy’s choice to hold their nerve, to not just accept a low-ball figure for the sake of it, could be about to pay off — and it is a bet not many others in the game would have been willing to make.

New head coach Enzo Maresca has been a transformative appointment, guiding Chelsea to third in the league. There is a good feeling around Chelsea and the potential of their young squad.

This has led to renewed interest from potential partners when it comes to Chelsea selling their front-of-shirt sponsorship, meaning they have orchestrated something resembling a beauty contest to drive up the price.


Enzo Fernandez during Chelsea’s 4-3 win against Tottenham this month (Shaun Botterill/Getty Images)

Chelsea sources, speaking on the condition of anonymity to protect relationships, have indicated to The Athletic that the process is nearing its end — their shirts will have a sponsor before the season ends.

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Leading the negotiations for securing a lucrative deal are Jason Gannon, the club’s president and chief operating officer, Todd Kline, their new president of commercial, and Casper Stylsvig, their chief revenue officer.


Chelsea’s starting point for this deal has always been at the Champions League level. Their domestic rivals competing in Europe’s elite club competition are the benchmark, and they didn’t want to accept an offer that would look cheap, despite playing in UEFA’s third-tier Conference League.

The view from the other side of the negotiation table, however, was one that essentially asked, ‘Why would we give you Champions League money when you aren’t even in that competition?’. There was also a fair sense of concern about how this season would play out, given the change from Mauricio Pochettino to Maresca in the dugout.

Manchester United, the outlier in this scenario due to years of underperforming on the pitch, recently extended their deal with technology firm Snapdragon, which sees them earn $75million (£59.8m at the current exchange rate) per year for their front-of-shirt asset.

In July 2022, Liverpool extended their deal with bank Standard Chartered to the end of 2026-27, with The Athletic being told it constituted a significant uplift on the previous £40million-a-year contract. Arsenal’s Emirates airlines deal — which was renewed at the start of last season, meaning it will have lasted for 22 years when the latest extension ends in 2028 — is reportedly worth £50m a year.

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Chelsea are seeking around £60million a year, which they believe is the going rate for the Premier League’s elite clubs, especially those competing at the top end of the table.

The Athletic’s special report into Manchester City’s sponsors in 2022 detailed that they receive more than £67.5million a year from Etihad Airways, from the United Arab Emirates home of its owners, for sponsorship including matchday shirtfronts.

At the beginning of last season, again having failed to secure a front-of-shirt sponsorship, Chelsea signed a short-term deal for 2023-24 with Infinite Athlete, a biomechanics engineering company, which was worth over £40million to the club.

“Somewhere between £45million and £55m a year would probably be your typical Champions League high-ranking Premier League club’s value,” explains Professor Rob Wilson, from the University Campus of Football Business.

“In the context of this conversation, hindsight is our friend, so if it was a strategy in the summer, then you have to give Chelsea a pat on the back. But I can’t see it. I just think they simply weren’t able to sign a sponsor that was prepared to spend £40million a year, so they have sat on it looking for what they might find.

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Chelsea are the only one of the 20 Premier League sides without a front-of-shirt sponsor (Ryan Pierse/Getty Images)

“They are now at the top end of the league and that makes them a more interesting proposition.”

Short-term and long-term sponsorship deals remain a possibility. One sticking point in negotiations with potential partners is that Chelsea are not looking to sign with anyone for five years, preferring shorter contracts. They don’t want to be stuck in a five-year deal if, as predicted, there is a sponsorship boom in football linked to the 2026 men’s World Cup, which is being jointly hosted by the United States, Canada and Mexico.

“The power of the American investor is coming into play,” explains Richard Busby, chief executive of BDS Sponsorship — one of Europe’s most prominent consultancies in the field. “The World Cup in 2026 and its impact in America is crucial to what happens to shirt-sponsorship prices.

“If it starts to really get big viewership in America — the Premier League is still relatively small in America when it comes to viewership — then, clearly, there is a lot more money potentially available.”

This is a view also shared by senior figures at Chelsea. The club have been in discussions with several potential partners, including airlines and tech companies. The Middle East and the United States are generally viewed as where most of the sponsorship money is coming from, although Asia has also been touted as an emerging market.

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Chelsea, naturally, see themselves as an attractive proposition. Being located in London is a significant part of that thinking, along with an improved sporting performance and brand identity, having won the Champions League twice in the past 12 years. What shouldn’t be overlooked, however, is that Chelsea have lost ground on their rivals by not having a front-of-shirt sponsor in place sooner.

Wilson says: “Chelsea should be worth somewhere between £35million and £40m a year. They’re obviously asking for a bit more than that to benchmark themselves against Liverpool, Manchester United and Manchester City, but it’s more the opportunity cost of the lost revenue.

“When you think about PSR (the Premier League’s profit and sustainability rules) headroom, they are going to be extraordinarily tight. What they’ve done over the last couple of years is they’ve sold the hotel (at Stamford Bridge), they’ve sold the stake in the women’s team, and that is all geared up around their PSR compliance calculation.

“So, when you effectively aren’t able to weigh in an additional £40million worth of shirt sponsorship, that’s quite a sizeable amount of value against that calculation, hence why they’ve had to take those drastic steps to sell those assets.”

While Chelsea have gone through the first five months of the season with no front-of-shirt sponsor, they do have a longer campaign ahead than most. Yes, these months have gone, but 2024-25 could extend into July for them due to their involvement in the first revamped and greatly expanded Club World Cup.

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The recently announced free-to-air DAZN broadcast deal for that U.S.-hosted tournament means any front-of-shirt sponsor that eventually does a deal with Chelsea is going to have more eyeballs on it from a global perspective — even if nobody knows how many people are actually going to tune in to watch the competition.

This means Chelsea can still appease companies feeling somewhat uneasy about committing to a deal in the second half of the season. But with Chelsea still to play in the FA Cup (they are at home to fourth-division strugglers Morecambe in round three next month) and through to the round of 16 in the Conference League in March, there are still plenty of fixtures to take place.


Busby says he would be “very surprised” if Chelsea could do a deal for such a significant fee in “less than nine months”, also noting January is “budget month” for many corporations, meaning that is the time they are sitting down to work out where money could be spent.

There is also the theory that anything spent on a shirt sponsorship has to be matched by the paying company to market it.


Chelsea did a short-term deal with Infinite Athlete last season (Ryan Pierse/Getty Images)

“For every pound spent on a sponsorship fee, theoretically, you should be spending the same in terms of making the activation work,” Busby says. “When Coca-Cola sponsor the Olympics, they are spending eight times as much on getting it activated as they do on the sponsorship fee.

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“Now, you don’t need to spend eight times as much (in Chelsea’s situation), but you still need to spend a lot of money on a global sponsorship beyond the figure everyone sees reported.”

From the perspective of the Premier League’s PSR, which state clubs are allowed adjusted losses of £105million over a rolling three-year period, not having a front-of-shirt sponsor in place is far from ideal.

Chelsea are yet to publish their financial results for the year ending June 30, 2024, with those expected to land at Companies House in the early part of 2025, but they reported operating losses of £121.4million (2021-22) and £90.1m (2022-23) in the previous sets of accounts. The sale of two hotels to a sister company for £76.5m in 2023 helped ensure they remained on the right side of the Premier League guidelines, and the sense coming from the club is that even without a front-of-shirt sponsor being secured, they are going to be fine going forward.

Wilson, however, disagrees.

“They will breach this year unless they can bring in some additional revenue from an alternate source,” he says. “The only thing they have left to sell is their shirt sponsorship.

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“Because of the hotel sale, combined with their transfer activity in the summer, they are going to be right on the limit for the year ending 2024. They will have a black hole in their 2024-25 accounts, unless they sell the shirt sponsorship, or they have a positive net transfer spend next summer. But they have to do that before June 30, because they will need the transfer receipts before the PSR year ends.”

Chelsea sources said to The Athletic they were confident there is no risk whatsoever of them breaching PSR for this season.


Chelsea are confident a front-of-shirt partnership will be finalised sooner rather than later, but, until then, the only Premier League side among the 20 without a partner’s logo on the chests of their matchday jersey will continue to be an outlier.

Whether or not Chelsea can generate their ideal fee remains to be seen, yet their decision to roll the dice and say no to taking a lower-valued deal was a bold and, in hindsight, brave move.


There is an expectation the 2026 World Cup, largely hosted by the United States, will change the football sponsorship market (Loren Elliott/Getty Images)

If the predictions about a potential sponsorship boom for Premier League clubs on the back of a successful 2026 World Cup prove true, then Chelsea, whose youthful squad will be a couple of years more experienced collectively and should be both regulars in the Champions League and competing for trophies once again, could be one of the first in line to cash in.

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United are tied up with Snapdragon until 2029, Emirates will sponsor Arsenal until at least 2028 and Liverpool’s relationship with Standard Chartered runs to 2027. This means Chelsea could be the biggest Premier League club without a front-of-shirt sponsor, which is likely going to drive up interest due to the limited inventory.

If Chelsea’s season tails off, and playing in the Champions League again once more becomes a faraway dream, then they could find themselves back at square one. But when you roll the dice, especially in football, that’s the risk you take — and Chelsea made that move with their eyes wide open.

(Top photo: Ryan Pierse/Getty Images)

Culture

Poetry Challenge: Memorize “The More Loving One” by W.H. Auden

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Poetry Challenge: Memorize “The More Loving One” by W.H. Auden

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Let’s memorize a poem! Not because it’s good for us or because we think we should, but because it’s fun, a mental challenge with a solid aesthetic reward. You can amuse yourself, impress your friends and maybe discover that your way of thinking about the world — or even, as you’ll see, the universe — has shifted a bit.

Over the next five days, we’ll look closely at a great poem by one of our favorite poets, and we’ll have games, readings and lots of encouragement to help you learn it by heart. Some of you know how this works: Last year more Times readers than we could count memorized a jaunty 18-line recap of an all-night ferry ride. (If you missed that adventure, it’s not too late to embark. The ticket is still valid.)

This time, we’re training our telescopes on W.H. Auden’s “The More Loving One” — a clever, compact meditation on love, disappointment and the night sky.

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Here’s the first of its four stanzas, read for us by Matthew McConaughey:

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The More Loving One by W.H. Auden 

Looking up at the stars, I know quite well 

That, for all they care, I can go to hell, 

But on earth indifference is the least 

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We have to dread from man or beast. 

Matthew McConaughey, actor and poet

In four short lines we get a brisk, cynical tour of the universe: hell and the heavens, people and animals, coldness and cruelty. Commonplace observations — that the stars are distant; that life can be dangerous — are wound into a charming, provocative insight. The tone is conversational, mixing decorum and mild profanity in a manner that makes it a pleasure to keep reading.

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Here’s Tracy K. Smith, a former U.S. poet laureate, with the second stanza:

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How should we like it were stars to burn 

With a passion for us we could not return? 

If equal affection cannot be, 

Let the more loving one be me. 

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Tracy K. Smith, poet

These lines abruptly shift the focus from astronomy to love, from the universal to the personal. Imagine how it would feel if the stars had massive, unrequited crushes on us! The speaker, couching his skepticism in a coy, hypothetical question, seems certain that we wouldn’t like this at all.

This certainty leads him to a remarkable confession, a moment of startling vulnerability. The poem’s title, “The More Loving One,” is restated with sweet, disarming frankness. Our friend is wearing his heart on his well-tailored sleeve.

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The poem could end right there: two stanzas, point and counterpoint, about how we appreciate the stars in spite of their indifference because we would rather love than be loved.

But the third stanza takes it all back. Here’s Alison Bechdel reading it:

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Admirer as I think I am 

Of stars that do not give a damn, 

I cannot, now I see them, say 

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I missed one terribly all day. 

Alison Bechdel, graphic novelist

The speaker downgrades his foolish devotion to qualified admiration. No sooner has he established himself as “the more loving one” than he gives us — and perhaps himself — reason to doubt his ardor. He likes the stars fine, he guesses, but not so much as to think about them when they aren’t around.

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The fourth and final stanza, read by Yiyun Li, takes this disenchantment even further:

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Were all stars to disappear or die, 

I should learn to look at an empty sky 

And feel its total dark sublime, 

Though this might take me a little time. 

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Yiyun Li, author

Wounded defiance gives way to a more rueful, resigned state of mind. If the universe were to snuff out its lights entirely, the speaker reckons he would find beauty in the void. A starless sky would make him just as happy.

Though perhaps, like so many spurned lovers before and after, he protests a little too much. Every fan of popular music knows that a song about how you don’t care that your baby left you is usually saying the opposite.

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The last line puts a brave face on heartbreak.

So there you have it. In just 16 lines, this poem manages to be somber and funny, transparent and elusive. But there’s more to it than that. There is, for one thing, a voice — a thinking, feeling person behind those lines.

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W.H. Auden in 1962. Sam Falk/The New York Times

When he wrote “The More Loving One,” in the 1950s, Wystan Hugh Auden was among the most beloved writers in the English-speaking world. Before this week is over there will be more to say about Auden, but like most poets he would have preferred that we give our primary attention to the poem.

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Its structure is straightforward and ingenious. Each of the four stanzas is virtually a poem unto itself — a complete thought expressed in one or two sentences tied up in a neat pair of couplets. Every quatrain is a concise, witty observation: what literary scholars call an epigram.

This makes the work of memorization seem less daunting. We can take “The More Loving One” one epigram at a time, marvelling at how the four add up to something stranger, deeper and more complex than might first appear.

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So let’s go back to the beginning and try to memorize that insouciant, knowing first stanza. Below you’ll find a game we made to get you started. Give it a shot, and come back tomorrow for more!

Your first task: Learn the first four lines!

Play a game to learn it by heart. Need more practice? Listen to Ada Limón, Matthew McConaughey, W.H. Auden and others recite our poem.

Question 1/6

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Let’s start with the first couplet. Fill in the rhyming words.

Looking up at the stars, I know quite well 

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That, for all they care, I can go to hell, 

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Tap a word above to fill in the highlighted blank.

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Ready for another round? Try your hand at the 2025 Poetry Challenge.

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Edited by Gregory Cowles, Alicia DeSantis and Nick Donofrio. Additional editing by Emily Eakin,
Joumana Khatib, Emma Lumeij and Miguel Salazar. Design and development by Umi Syam. Additional
game design by Eden Weingart. Video editing by Meg Felling. Photo editing by Erica Ackerberg.
Illustration art direction by Tala Safie.

Illustrations by Daniel Barreto.

Text and audio recording of “The More Loving One,” by W.H. Auden, copyright © by the Estate of
W.H. Auden. Reprinted by permission of Curtis Brown, Ltd. Photograph accompanying Auden recording
from Imagno/Getty Images.

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Famous Authors’ Less Famous Books

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Famous Authors’ Less Famous Books

Literature

‘Romola’ (1863) by George Eliot

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Karl Leitz for Anthony Cotsifas Studio

Who knew that there’s a major George Eliot novel that neither I nor any of my friends had ever heard of?

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“Romola” was Eliot’s fourth novel, published between “The Mill on the Floss” (1860) and “Middlemarch” (1870-71). If my friends and I didn’t get this particular memo, and “Romola” is familiar to every Eliot fan but us, please skip the following.

“Romola” isn’t some fluky misfire better left unmentioned in light of Eliot’s greater work. It’s her only historical novel, set in Florence during the Italian Renaissance. It embraces big subjects like power, religion, art and social upheaval, but it’s not dry or overly intellectual. Its central character is a gifted, freethinking young woman named Romola, who enters a marriage so disastrous as to make Anna Karenina’s look relatively good.

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It probably matters that many of Eliot’s other books have been adapted into movies or TV series, with actors like Hugh Dancy, Ben Kingsley, Emily Watson and Rufus Sewell. The BBC may be doing even more than we thought to keep classic literature alive. (In 1924, “Romola” was made into a silent movie starring Lillian Gish. It doesn’t seem to have made much difference.)

Anthony Trollope, among others, loved “Romola.” He did, however, warn Eliot against aiming over her readers’ heads, which may help explain its obscurity.

All I can say, really, is that it’s a mystery why some great books stay with us and others don’t.

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‘Quiet Dell’ (2013) by Jayne Anne Phillips

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Karl Leitz for Anthony Cotsifas Studio

This was an Oprah Book of the Week, which probably disqualifies it from B-side status, but it’s not nearly as well known as Phillips’s debut story collection, “Black Tickets” (1979), or her most recent novel, “Night Watch” (2023), which won her a long-overdue Pulitzer Prize.

Phillips has no parallel in her use of potent, stylized language to shine a light into the darkest of corners. In “Quiet Dell,” her only true-crime novel, she’s at the height of her powers, which are particularly apparent when she aims her language laser at horrific events that actually occurred. Her gift for transforming skeevy little lives into what I can only call “Blade Runner” mythology is consistently stunning.

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Consider this passage from the opening chapter of “Quiet Dell”:

“Up high the bells are ringing for everyone alive. There are silver and gold and glass bells you can see through, and sleigh bells a hundred years old. My grandmother said there was a whisper for each one dead that year, and a feather drifting for each one waiting to be born.”

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The book is full of language like that — and of complex, often chillingly perverse characters. It’s a dark, underrecognized beauty.

‘Solaris’ (1961) by Stanislaw Lem

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Karl Leitz for Anthony Cotsifas Studio

You could argue that, in America, at least, the Polish writer Stanislaw Lem didn’t produce any A-side novels. You could just as easily argue that that makes all his novels both A-side and B-side.

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It’s science fiction. All right?

I love science and speculative fiction, but I know a lot of literary types who take pride in their utter lack of interest in it. I always urge those people to read “Solaris,” which might change their opinions about a vast number of popular books they dismiss as trivial. As far as I know, no one has yet taken me up on that.

“Solaris” involves the crew of a space station continuing the study of an aquatic planet that has long defied analysis by the astrophysicists of Earth. Part of what sets the book apart from a lot of other science-fiction novels is Lem’s respect for enigma. He doesn’t offer contrived explanations in an attempt to seduce readers into suspending disbelief. The crew members start to experience … manifestations? … drawn from their lives and memories. If the planet has any intentions, however, they remain mysterious. All anyone can tell is that their desires and their fears, some of which are summoned from their subconsciousness, are being received and reflected back to them so vividly that it becomes difficult to tell the real from the projected. “Solaris” has the peculiar distinction of having been made into not one but two bad movies. Read the book instead.

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‘Fox 8’ (2013) by George Saunders

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Karl Leitz for Anthony Cotsifas Studio

If one of the most significant living American writers had become hypervisible with his 2017 novel, “Lincoln in the Bardo,” we’d go back and read his earlier work, wouldn’t we? Yes, and we may very well have already done so with the story collections “Tenth of December” (2013) and “Pastoralia” (2000). But what if we hadn’t yet read Saunders’s 2013 novella, “Fox 8,” about an unusually intelligent fox who, by listening to a family from outside their windows at night, has learned to understand, and write, in fox-English?: “One day, walking neer one of your Yuman houses, smelling all the interest with snout, I herd, from inside, the most amazing sound. Turns out, what that sound is, was: the Yuman voice, making werds. They sounded grate! They sounded like prety music! I listened to those music werds until the sun went down.”

Once Saunders became more visible to more of us, we’d want to read a book that ventures into the consciousness of a different species (novels tend to be about human beings), that maps the differences and the overlaps in human and animal consciousness, explores the effects of language on consciousness and is great fun.

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We’d all have read it by now — right?

‘Between the Acts’ (1941) by Virginia Woolf

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Karl Leitz for Anthony Cotsifas Studio

You could argue that Woolf didn’t have any B-sides, and yet it’s hard to deny that more people have read “Mrs. Dalloway” (1925) and “To the Lighthouse” (1927) than have read “The Voyage Out” (1915) or “Monday or Tuesday” (1921). Those, along with “Orlando” (1928) and “The Waves” (1931), are Woolf’s most prominent novels.

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Four momentous novels is a considerable number for any writer, even a great one. That said, “Between the Acts,” her last novel, really should be considered the fifth of her significant books. The phrase “embarrassment of riches” comes to mind.

Five great novels by the same author is a lot for any reader to take on. Our reading time is finite. We won’t live long enough to read all the important books, no matter how old we get to be. I don’t expect many readers to be as devoted to Woolf as are the cohort of us who consider her to have been some sort of dark saint of literature and will snatch up any relic we can find. Fanatics like me will have read “Between the Acts” as well as “The Voyage Out,” “Monday or Tuesday” and “Flush” (1933), the story of Elizabeth Barrett Browning’s cocker spaniel. Speaking for myself, I don’t blame anyone who hasn’t gotten to those.

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I merely want to add “Between the Acts” to the A-side, lest anyone who’s either new to Woolf or a tourist in Woolf-landia fail to rank it along with the other four contenders.

As briefly as possible: It focuses on an annual village pageant that attempts to convey all of English history in a single evening. The pageant itself interweaves subtly, brilliantly, with the lives of the villagers playing the parts.

It’s one of Woolf’s most lusciously lyrical novels. And it’s a crash course, of sorts, in her genius for conjuring worlds in which the molehill matters as much as the mountain, never mind their differences in size.

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It’s also the most accessible of her greatest books. It could work for some as an entry point, in more or less the way William Faulkner’s “As I Lay Dying” (1930) can be the starter book before you go on to “The Sound and the Fury” (1929) or “Absalom, Absalom!” (1936).

As noted, there’s too much for us to read. We do the best we can.

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Culture

6 Poems You Should Know by Heart

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6 Poems You Should Know by Heart

Literature

‘Prayer’ (1985) by Galway Kinnell

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Whatever happens. Whatever
what is is is what
I want. Only that. But that.

Galway Kinnell in 1970. Photo by LaVerne Harrell Clark, © 1970 Arizona Board of Regents. Courtesy of the University of Arizona Poetry Center

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“I typically say Kinnell’s words at the start of my day, as I’m pedaling a traffic-laden path to my office,” says Major Jackson, 57, the author of six books of poetry, including “Razzle Dazzle” (2023). “The poem encourages a calm acceptance of the day’s events but also wants us to embrace the misapprehension and oblivion of life, to avoid probing too deeply for answers to inscrutable questions. I admire what Kinnell does with only 14 words; the repetition of ‘what,’ ‘that’ and ‘is’ would seem to limit the poem’s sentiment but, paradoxically, the poem opens widely to contain all manner of human experience. The three ‘is’es in the middle line give it a symmetry that makes its message feel part of a natural order, and even more convincing. Thanks to the skillful punctuation, pauses and staccato rhythm, a tonal quality of interior reflection emerges. Much like a haiku, it continues after its last words, lingering like the last note played on a piano that slowly fades.”

“Just as I was entering young adulthood, probably slow to claim romantic feelings, a girlfriend copied out a poem by Pablo Neruda and slipped it into an envelope with red lipstick kisses all over it. In turn, I recited this poem. It took me the remainder of that winter to memorize its lines,” says Jackson. “The poem captures the pitch of longing that defines love at its most intense. The speaker in Shakespeare’s most famous sonnet believes the poem creates the beloved, ‘So long as men can breathe or eyes can see, / So long lives this, and this gives life to thee.’ (Sonnet 18). In Rilke’s expressive declarations of yearning, the beloved remains elusive. Wherever the speaker looks or travels, she marks his world by her absence. I find this deeply moving.”

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Lucille Clifton in 1995. Afro American Newspapers/Gado/Getty Images

“Clifton faced many obstacles, including cancer, a kidney transplant and the loss of her husband and two of her children. Through it all, she crafted a long career as a pre-eminent American poet,” says Jackson. “Her poem ‘won’t you celebrate with me’ is a war cry, an invitation to share in her victories against life’s persistent challenges. The poem is meaningful to all who have had to stare down death in a hospital or had to bereave the passing of close relations. But, even for those who have yet to mourn life’s vicissitudes, the poem is instructive in cultivating resilience and a persevering attitude. I keep coming back to the image of the speaker’s hands and the spirit of steadying oneself in the face of unspeakable storms. She asks in a perfectly attuned gorgeously metrical line, ‘what did i see to be except myself?’”

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‘Sonnet 94’ (1609) by William Shakespeare

They that have power to hurt and will do none,
That do not do the thing they most do show,
Who, moving others, are themselves as stone,
Unmovèd, cold, and to temptation slow,
They rightly do inherit heaven’s graces
And husband nature’s riches from expense;
They are the lords and owners of their faces,
Others but stewards of their excellence.
The summer’s flower is to the summer sweet,
Though to itself it only live and die;
But if that flower with base infection meet,
The basest weed outbraves his dignity.
For sweetest things turn sourest by their deeds;
Lilies that fester smell far worse than weeds.

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“It’s one of the moments of Western consciousness,” says Frederick Seidel, 90, the author of more than a dozen collections of poetry, including “So What” (2024). “Shakespeare knows and says what he knows.”

“It trombones magnificent, unbearable sorrow,” says Seidel.

“It’s smartass and bitter and bright,” says Seidel.

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These interviews have been edited and condensed.

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