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 2023–24 season.
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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 technology 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.
Also Read – Premier League teams’ principal shirt sponsors for 2023–24 season
Chelsea FC signed a long-term deal with Nike in October 2016 as their official kit supplier from the 2017–18 season, 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.
Also Read – Premier League clubs and their kit suppliers for the 2023/24 season
The Amsterdam-headquartered Dutch global accommodation search platform was announced as the Official Training Wear Partner of the club in May 2021, covering the senior and academy teams of both the men’s and women’s sides. trivago’s logo replaced that of Thai energy drink brand Carabao on the front of Chelsea’s training shirts, bibs and coaching staff tracksuits.
Apart from branding rights, the deal also includes collaboration over exclusive experience opportunities like player meets, coaching sessions from Chelsea’s trainers, and access to the exclusive trivago suite at Stamford Bridge — home of the Chelsea senior men’s team.
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”.
Chelsea FC signed a deal with Mondel?z 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 company behind the famous football simulation video game series FIFA (now rebranded to 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 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.
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 Chelsea team played during the 2023–24 pre-season tour. The workshop participants were also given an opportunity to watch Chelsea play in person.
The McLean, Virginia-based global hospitality company was announced as the club’s official global hotel partner in July 2023.
Apart from brading rights, the deal sees Hilton’s portfolio of luxury stays serve as the “official home away from home” for the Chelsea teams for their away fixtures.
Levy UK has been Chelsea FC’s official catering partner since August 2014, a deal that was extended in May 2019 to run until 2023.
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.
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 Chelsea memorabilia on board with the club’s representatives in attendance for the naming ceremony.
CFC and MSC Cruises renewed their partnership in November 2021. The current agreement between the two is set to run until June 2024.
The Limassol-headquartered sports betting company was announced as an Official Partner of the club in August 2021 on a three-year deal. Apart from branding rights, the deal sees Parimatch offer Chelsea fans opportunities to “win prizes and exclusive matchday experiences”.
Parimatch reportedly suspended its partnership with Chelsea in March 2022, after Russia invaded Ukraine. However, it retains its place on the Chelsea website as part of their sponsorship portfolio.
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. Rexona’s parent company Unilever also enjoys a strong association with the club, as the two parties focus 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 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 Chelsea’s expansion into the southeast Asia market.
The deal, apart from branding rights, entails The St. James delivering “elite youth soccer programming, training and clinics” with the help of Chelsea coaches, while also hosting the Chelsea FC Global Youth Tournament in Washington, DC.
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 dubbed to the remainder of the 2019– 20 Premier League season that was played out after the game had come to a halt due to the first COVID lockdown in the UK.
The deal came at 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 enabling 5G signals within Stamford Bridge.
In March 2022, Three reportedly suspended the Chelsea 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.
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.
Describing itself as “the world’s leading career network for women”, London-based company AllBright first partnered with CFC in January 2023, offering bespoke programmes to support the club’s female workforce.
Chelsea FC released an official statement in March 2023 confirming AllBright as an official partner. Apart from branding rights, the partnership entails the two parties collaborating on “on a range of partnership activities, and exclusive experiences for players, managers, fans and club members that will focus on growing the AllBright brand globally, from leadership development opportunities for women across the club to Player of the Year awards that celebrate on-pitch success”, with players of the Chelsea senior women’s team also given access to AllBright’s career development programmes.
In June 2023, Danish plastic construction toys brand LEGO unveiled the “Unstoppable FC” campaign, for which it on-boarded Arsenal FC, Aston Villa FC and Chelsea FC, whose senior women’s teams play in the FA Women’s Super League, as well as pro footballers Rachel Daly, Lauren Hemp, Sam Kerr and Beth Mead.
Part of the company’s “Play Unstoppable” initiative, the “Unstoppable FC” campaign aims to “teach girls resilience skills through LEGO play and football through a series of workshops and online content”.
The London-based British investment bank has an exclusive matchday-shorts sponsorship deal in place with Chelsea Women. This ongoing three-year agreement also sees the two parties collaborating over co-branded content featuring the Chelsea Women players and their manager, Emma Hayes.
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.
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.
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.
The partnership entails Chelsea FC implementing Tempus Ex tech, which “enables the creation of new interactive experiences around live events”, across their operations, including “5th Stand app [official club app], digital and mobile fan engagement, in-stadium fan enhancements, and sponsor activations, as well as coaching, training, player health and safety, and match preparation”.
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