This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Chelsea Football Club (CFC) as their sponsors and partners for the 2024/25 season.
Also read: Premier League 2024/25 Sponsors
PRINCIPAL PARTNERS
Nike
Chelsea FC signed a long-term deal with Nike in October 2016, roping it in as their official kit supplier from the 2017/18 season onwards and thus ending their eleven-year partnership with Adidas.
The deal, reportedly worth north of US$1 billion over 15 years, was Nike’s biggest deal with a Premier League club at the time, before it signed an even more lucrative deal with Liverpool FC in January 2020.
BingX
The Singapore-based cryptocurrency exchange, describing itself as “a leading cryptocurrency exchange, serving over 10 million users worldwide”, was announced as the Chelsea senior men’s team’s matchday shirt sleeve sponsor for the remainder of the 2023/24 season as well as the club’s Official Crypto Exchange Partner in January 2024.
It was also announced at the time that BingX would replace trivago as CFC’s Official Training Wear Partner with the start of the 2024/25 season.
Apart from branding rights, the partnership also entails “focusing on global brand growth and engaging both Chelsea fans and BingX users through exciting digital content”.
OFFICIAL PARTNERS
Cadbury
Chelsea FC signed a deal with Mondelez International, owner of the confectionary brand Cadbury, in August 2020, making Cadbury their official chocolate partner.
The deal has seen Cadbury provide support to entrepreneurs and small businesses with the help of the Chelsea FC Foundation, the club’s charity arm, and its “Edge of the Box Club” initiative via seminars that cover topics like brand marketing and sales, providing necessary training and connections to help the businesses build their brand.
The two parties officially renewed their partnership in March 2023, with the new deal set to focus in particular on promoting “greater inclusion for the deaf community across the country”.
The Ascott Limited
The Ascott Limited, the lodging business unit of Singapore-listed CapitaLand Investment Limited, was unveiled by Chelsea FC as their official global hotels partner in July 2024, with VIP experiences and match tickets on offer.
The partnership enables CFC and Ascott to collaborate on providing money-can’t-buy experiences to the Ascott Star Rewards (ASR) members around the world, including exclusive access to matches at Stamford Bridge, Chelsea’s home ground, as well as VIP visits to the Cobham training ground. Ascott’s branding also features at the Bridge for both the CFC men’s and women’s teams’ matches as well as across the club’s social and digital channels.
EA Sports
The company behind the famous football simulation video game series FIFA (now EA Sports FC) has maintained an exclusive official partnership with the Blues since 2008.
EA Sports holds rights to feature Chelsea FC—including real-life likeness of their players, kits, and stadium—in its annual EA Sports FC release. The two also create co-branded social media content.
The two parties last renewed their partnership officially in December 2021.
FICO
The Bozeman, Montana-based finance analytics and credit reporting company partnered up with Chelsea FC as the primary official partner of their senior men’s team’s 2023/24 pre-season tour of the US east coast.
Announced in May 2023, apart from branding rights, the deal entailed “bringing attention to the need for greater financial literacy in the US” as part of FICO’s “Field of Financial Empowerment” campaign, which saw “‘Score A Better Future Fundamentals’ financial education workshops” held for high school students in the cities where the CFC team played during the tour. The workshop participants were also given an opportunity to watch the Blues play in person.
In June 2024, FICO expanded its partnership with Chelsea FC to include the sponsorship of their women’s team in addition to being the primary official partner of their men’s team before they headed out to the US again for their 2024/25 pre-season.
Infinite Athlete
After their front-of-matchday-shirt sponsorship agreement with British telecom company Three ended with the end of the 2022/23 season, Chelsea FC started the 2023/24 season without any organisation occupying that role. Talks with online crypto casino and sports betting platform Stake.com (fan backlash) and US streaming service Paramount Plus (blocked by the league) went nowhere.
In late September 2023, however, Chelsea FC were given the greenlight to agree a shirt sponsorship deal with Infinite Athlete, which describes itself as an innovative sports tech company and was established in 2023 itself after the merger of Tempus Ex Machina and Biocore, the former having signed a seven-year agreement with Chelsea FC in April 2023.
The Infinite Athlete deal, reportedly worth £40 million per annum, was confirmed by the club at the end of September 2023.
Levy Restaurants
Levy UK has been Chelsea FC’s official catering partner since August 2014 in a deal that was initially set to last until 2023. However, in September 2021, Levy UK + Ireland signed a new extension deal with the club, adding three more years to the deal.
The deal sees Levy provide catering services on matchdays at Stamford Bridge as well as at other Chelsea FC venues, like their training facility in Cobham, the on-site music venue Under the Bridge, the Chelsea Health Club & Spa, and Frankie’s Sports Bar & Grill.
MSC Cruises
The Geneva-headquartered global cruise line has served as Chelsea FC’s official global cruise partner since January 2019, a deal that provides the global cruise line access to more clientele and ambassadors of the club.
The deal kicked off in 2019, just a few months before the launch of MSC Bellissima, which was launched in March that year and had CFC memorabilia on board with the club’s representatives in attendance for the naming ceremony.
CFC and MSC Cruises last renewed their partnership in November 2021.
Sure (Rexona)
Chelsea FC have been partners with Rexona, a Unilever-owned deodorant brand that is made available in the UK market under the name “Sure”, since 2017. Unilever also enjoys a strong association with the club, with the two parties focusing on grassroots football initiatives in Africa.
Apart from branding rights, the deal also entails Rexona and the club working on global campaigns and fan-focused money-can’t-buy experiences. One of the major projects the two collaborate on is the “Breaking Limits” programme, which is aimed at “equipping young people with the confidence and opportunity to move”.
Rexona and Chelsea FC last renewed their partnership in October 2023 as part of a two-year agreement that also saw Ben Chilwell join fellow Chelsea players Sam Kerr, Melanie Leupolz, and Lauren James as Rexona brand ambassadors.
Singha
Singha has been Chelsea FC’s official beer partner since 2010.
Aside from branding rights, the Thai brewery holds pouring rights inside Stamford Bridge and also engages in CFC’s expansion into the southeast Asia market.
Skrill
Paysafe’s digital wallet Skrill came on board as an Official Tour Partner for the Chelsea men’s team in July 2024 for their pre-season tour of the US that summer.
As per the agreement, Skrill also acted as a Presenting Partner for the team’s opening game of the tour against Wrexham AFC.
The St. James
The St. James is an American wellness and fitness company based out of Springfield, Virginia. It signed an official partnership agreement with Chelsea FC in July 2023.
The deal, apart from branding rights, entails The St. James delivering “elite youth soccer programming, training and clinics” with the help of CFC coaches, while also hosting the Chelsea FC Global Youth Tournament in Washington, DC.
Three
The Reading-headquartered British telecom company was roped in by Chelsea FC in an initial three-year deal as one of their Principal Partners in January 2020, which saw Three’s “3” logo emblazoned on the front of the Chelsea matchday shirts with “Project Restart”, which was the name given to the remainder of the 2019/20 Premier League season that was played out after football came to a halt due to the first COVID lockdown in the UK.
The deal arrived on the back of the previous principal shirt sponsor, Yokohama Tyres, taking on a lower-tier partnership with the club.
The Three shirt-sponsorship deal reportedly roped in an amount comparable to the £40 million in revenue which Chelsea FC were collecting every year from their previous principal sponsorship deal with Yokohama Tyres. The deal also saw Three enable 5G signals within Stamford Bridge.
In March 2022, Three reportedly suspended the CFC partnership after the club’s then owner, Roman Abramovich, was sanctioned by the UK on the back of Russia invading Ukraine. Three’s branding, however, kept featuring across CFC assets—including their matchday shirts. In June 2022, the telecom company confirmed that it had resumed its marketing activities pertaining to its partnership with Chelsea FC after a Todd Boehly-led consortium purchased the club.
Three ended its front-of-shirt sponsorship agreement with the club ahead of the 2023/24 season, though it remains a part of their sponsorship portfolio.
TMGM
The Chinese trading platform signed a multi-year deal with Chelsea FC to become their Official Regional Online Forex and Trading Partner in Asia Pacific in July 2023.
Through the partnership, Chelsea FC and TMGM intend to create activations that drive brand awareness and understanding of TMGM as an FX provider, while delivering exclusive content, events, and experiences for TMGM clients and CFC fans across the region.
OFFICIAL WOMEN’S PARTNERS
Lindahls
The Swedish high-protein dairy brand from Lactalis Nestlé was announced as an official sponsor of the Chelsea senior women’s team in September 2023 in a deal covering the 2023/24 season. The deal has since been carried forward into the 2024/25 season.
Apart from holding branding rights at Chelsea Women’s domestic home games at Kingsmeadow and Stamford Bridge as well as across their social media assets, Lindahls also subsidises fan travel for the team’s domestic away games as part of the agreement.
Cornerstone
Chelsea Women and Cornerstone, a leader in learning and talent experience solutions, announced a partnership agreement in September 2023.
Through the partnership, Cornerstone is to power CFC’s entire workforce both on and off the pitch via integration into the club’s wider learning and development programmes. Pitch-side branding and Cornerstone-hosted events across Stamford Bridge, Kingsmeadow, and Cobham are also included in the agreement.
Škoda UK
The British division of Czech automaker Škoda was announced as the Official Car Partner of Chelsea Women in January 2024, marking Škoda’s first venture into women’s football.
The partnership, centred around showcasing Škoda’s Enyaq SUV and Coupe models, entails not only branding rights at both Stamford Bridge and Kingsmeadow during Chelsea Women home games, but also collaborated content creation for the social media channels of both Škoda UK and Chelsea Women.
Chelsea Women’s playing (both senior and academy players) and non-playing staff are also provided with Enyaqs as per the agreement with Škoda UK.
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