Chelsea dial up Three shirt sponsorship deal

Chelsea dial up Three shirt sponsorship deal
​English soccer giants Chelsea have announced a three-year principal partnership with British telecommunications company Three.

The Premier League club’s new deal will see the BT-owned brand become the primary shirt sponsor of their men’s, women’s and academy sides, with prominent positioning across all of Chelsea’s physical and digital assets.

The tie-up, which includes an option to extend beyond the contract’s initial period, also sees Three ensure that the Blues’ Stamford Bridge home is 5G-enabled within the first year of the partnership.

Chelsea had previously announced that they would be ending their deal with current shirt sponsor Yokohama at the end of the 2019/20 season, with the tyre brand taking on a lower category partnership.

The contract with Three is described as ‘significant’ financially for Chelsea, with The Athletic reporting it is 'comparable' to the expiring UK£40 million (US$52.5 million) a year deal with Yokohama. That would ensure Chelsea retain equal footing with Liverpool and Arsenal in terms of shirt sponsorship revenue, joint third highest in the Premier League.

Currently, Manchester City earn UK£45 million (US$59.1 million) per year from Etihad, while Manchester United remain way out in front with their monster deal with Chevrolet, which is worth UK£64 million (US$84.1 million) per season.

Chelsea Chief Executive, Guy Laurence, said: “Mobile technology has revolutionised the way football clubs and supporters interact with each other which makes Chelsea FC and Three such natural partners.

“We have a social media following of over 100 million and the official app, The 5th Stand, has had nearly four million downloads. We stream live women’s and academy football with men’s first team highlights available soon after matches.

“It truly is an area from which regular fans are benefitting and as communications technology develops in the coming years, Three will be at the forefront of the advances with the exciting roll out of 5G networks, helping to enhance and expand the experience of being a Chelsea supporter in the modern digital age.

“With Three, we have found a partner, who share our passion for innovation and we are delighted to have them on board and on our shirts.”

Dave Dyson, Three Chief Executive, added: “Chelsea FC is a great match for Three – we share the same values and are both playing to win. This partnership is a great way to kick off 2020, when we are building the UK’s fastest 5G network and Chelsea are building the best team.

“Chelsea FC is many teams in one club – and it is important to us that this sponsorship covers not only the men’s team, but also the women’s and the academy as well. Three UK has enough 5G spectrum to put us in the top 10 holdings in the world and give our customers the very best 5G service, and we want to be with the team that can drive that winning message over the next few years.”

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