Chelsea could go from no front-of-shirt sponsor to three in the space of four months.
After spending the vast majority of the season with a blank space on the front of their blue jerseys the west London club have concluded a deal with a Dubai-based property developer for the remainder of the campaign.
And Mail Sport understands that talks are ongoing which could see interested firms strike separate deals for the upcoming Club World Cup and next season.
Companies from a variety of different industries are involved in what has been described as ‘a competitive process’.
The deal for the rest of this season, which features four Premier League matches and the remainder of the club’s Europa Conference League tilt, is with DAMAC properties, who deal in luxury real estate. It will also see the company name on the shirts of the club’s women’s team.
No financials have been publicly released, but the agreement has been described as ‘healthy’ by those with knowledge of the situation.
Chelsea have announced a new front-of-shirt sponsor for their final few matches until the end of the season
The Blues will wear their new-look kit for the first time this week when they take on Djurgarden
A £1bn development from the company will be Chelsea-branded, with the shirt sponsorship raising awareness of the project. Chelsea’s brand will be ‘woven into the fabric from concierge service to high-performance spaces’ a joint press release said.
‘It will reflect the very best of Chelsea FC both in terms of high-end style, commitment to excellence and vision for the future’, the release added. While the shirt sponsorship deal is relatively short-term, DAMAC will then continue as Chelsea’s official property development partner.
Talks are ongoing over separate deals for the expanded Club World Cup, which is to be held in the US and next season.
Some of those involved, which include a number of high-end corporations, have an interest in both. What those in the running can bring beyond simple monetary value is a key element of discussions.
The west London club has been without a consistent front-of-shirt sponsor since their three-year £120million deal with telecommunications company Three came to an end in 2023.
Three’s relationship with Chelsea strained in 2022 after the company attempted to disassociate themselves with the club, following the sanctions imposed on former owner Roman Abramovich in the wake of Russia’s invasion of Ukraine.
The Blues were asked to remove Three’s branding from their advertising boards and strip the logo from their jersey, which ultimately proved impossible.
Several Chelsea fans reacted angrily and accused the sponsor of abandoning the club in unprecedented times, prompting one disgruntled supporter to smash a Three router on video and others to post bad reviews of the company on Trustpilot.
The Blues have not had a consistent shirt sponsor since the end of their three-year deal with Three in 2023
The Blues began the following season without a sponsor before agreeing a short-term deal with Infinite Athlete.
Premier League regulations state clubs can only have one shirt sponsor during the course of a season. One change is permitted for a single match day in the season, however, so clubs can promote a charity partner.
Special dispensation is also granted to clubs experiencing exceptional circumstances, such as financial difficulties, or if a sponsor fails to honour their contract.
Jason Gannon, Chelsea president and chief operating officer, said: ‘DAMAC are world renowned in building luxury properties, and we are thrilled to be working with the industry leader to bring to market a first-of-its-kind branded Chelsea FC residence in Dubai.
‘With the club located in the heart of London, the collaboration will bring Chelsea to life in Dubai, support our continued growth on the global stage. We can’t wait to see Chelsea Residences take its place in the Dubai skyline.’
Amira Sajwani, managing director of sales & development of DAMAC Properties, added: ‘This launch marks the first of an elite collection that celebrates not just the passion of Chelsea FC but its enduring legacy, innovative spirit and relentless pursuit of excellence. This initiative goes beyond celebrating the beautiful game; it sets a new benchmark for those who expect nothing less than the exceptional, every time.’
