LONDON: Premier League side Chelsea FC have announced a new three-year shirt sponsorship deal with British telecommunications and internet service provider Three, that kicks in from the start of next season.
The announcement came hours after The Blues confirmed that its current shirt sponsorship deal with Japanese tyre manufacturer Yokohama, which completes five years at the end of the season, would be allowed to lapse.
Chelsea also noted that although the current season will bring to an end Yokohama’s official shirt partner status, the Japanese company would remain associated with the club as its official tyre partner.
Though financial terms were not disclosed, British media reported that the new agreement was “comparable” to the £200 million the club was paid by Yokohama over the five-year tenure of the contract.
The club stated that the new deal was, “appropriately, for three years initially with Three’s logo to appear on all of Chelsea’s shirts from 2020/21, including Chelsea Women and Academy sides as well as our men’s team. The partnership covers the whole Chelsea family”.
In addition, Three, which has grown from being the UK’s first 3G-only network in 2003 to having the UK’s leading 5G spectrum holdings with more than the rest of the industry combined, launched 5G services in 2019 and will ensure Stamford Bridge is 5G-enabled within the first year of the partnership.
Chelsea chief executive Guy Laurence noted: “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, CEO of Three UK, adds: “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.”
