Following reports last fall about the club trying to find a new main sponsor, Chelsea have today announced a new kit sponsorship deal with mobile network operator Three.
While today's announcement brings an end to Chelsea's five-year shirt sponsorship deal with Yokohama, the Japanese brand will continue as Chelsea's official tyre partner.
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 Football Club chief executive Guy Laurence explains: "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."
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."
The Three logo, which is used by the Ireland national team - not in matches of course - will appear on Chelsea's home, away and third 2020-21 kits.
What do you think about 3 becoming Chelsea's official shirt sponsor from next season? Comment below.