Outside Stamford Bridge, everywhere along the sidewalks of Fulham Road, the Merch stalls sold scarves with the faces of Cole Palmer, Liam Delap, Enzo Fernandez, Joao Pedro, Moises Caicedo, even Nicolas Jackson and Thiago Silva.
Since Jackson is for sale this month and Silva is no longer at Chelsea, you may have done theirs for less than the advertised £ 20 with a little negotiation.
There were no scarves for Estevao Willian for sale, but there will be soon enough. So much has been clear after witnessing the infectious arousal that flows through Stamford Bridge in their few pre-season victories over Bayer Leverkusen and AC Milan.
Chelsea defeated Leverkusen 2-0 and Milan 4-1 and there was a tangible buzz when the 18-year-old Brazilian, who arrived from Palmeiras this summer after he had signed for £ 29 million, which was up to £ 56 million when he was 17, had the ball. To hell with Hyperbole they saw him as electric, energetic, everything they hoped to be that he would be the Joga Bonito spirit that he will bring their team.
The agent of Estevao, Andre Cury, told us earlier how his client Chelsea chose because it was his understanding that he could play in no. 10. That was the case in these friendly matches while he was also used on the right wing when Palmer stood on the field. Wherever he was, there was no fiddling with the smile from his face, as if he couldn't believe he was finally here.
Against Leverkusen on Friday, Estevao scored within 17 minutes, although the conversation afterwards was more about the telepathic concept between Estevao and Palmer. They can't talk to each other. Estevao only speaks Portuguese and Palmer, English. But as the Bundesliga visitors discovered, each is fluent in the art of football, their feet speak the same language.
Against Milan on Sunday, Estevao was a replacement and replaced Palmer in the 61st minute. He won a penalty against the Serie A -side in the 67th when Yunus Musah stopped him from meeting the cross of Liam Delap. Estevao seemed interested to take it himself, but when Delap asked if he could have it instead, after he had not yet scored in the previous season while Joao Pedro had caught goals for fun, he gave the ball to his teammate without a modicum of hassle.
Jimmy Floyd Hasselbaina, worked Pitch-Side as an expert for Channel 5, compared Estevao with Eden Hazard. It was a big comparison and one that would usually prevent them from making a teenager who does not yet have to play in the Premier League, regardless of how Mercurial. Sometimes exceptions have to be made when the potential is so extreme.
Estevao deserves time like everyone else who is new to England and Europe and he will get that. Chelsea manager Enzo Maresca spoke in the summer with his counterparty Abel Ferreira with his Palmeiras opposite and was told that the player he inherits must be protected.
With that in mind, it is unlikely that Maresca immediately throws him in his Premier League-Line-Up. Chances are that we will see Palmer at no. 10 and Pedro Neto on the right wing in the Premier League opener of next weekend versus Crystal Palace.
The fact that Maresca did not make a half-time changes to Sunday's victory over Milan, suggested that this team is the one he will choose to compete against Palace.
But in Estevao they have an early gifted player who itches to earn his place after 14 months of waiting to appear in Chelsea. If he can act as he has been for Palmeiras in Brazil, he would be impossible to ignore even at the age of 18.
In addition to Estevao, there is a lot of enthusiasm around Chelsea at the other signing sessions they have made. Every goal scored in these friendly victories over Leverkusen and Milan came from a summer news vige, except when Andrei Coubis van Milan bundled the ball past his own goalkeeper.
Joao Pedro got two, Delap got two, and Estevao the One, while Jamie Gittens, Andrey Santos, Jorrel Hato and Caicedo's deputy Dario Essugo showed what they can add to Maresca's side.
But Estevao is the newbie who generates the biggest excitement.
Just like the merch stalls outside, you could not find anything with him in the official Megastore of Chelsea. His name was not even added to a aging board and you told whose name and number on the back of your shirt of 2025-26.
The queue for that service was demolished on Sunday. A guy at the front of the line told Daily Mail Sport that he had waited more than an hour to get 'Palmer' and '10' on his.
Palmer sells more merchan than anyone else at Chelsea because he catches the imagination just as much as one of his colleagues, although he now competes in Estevao in that respect.