Chelsea announces new official shirt sponsorship deal after ending Yokohama deal

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Chelsea have announce a new shirt sponsorship deal with British telecommunication and internet service provider company on a three year deal.

The blues will replace Japanese Tyre company Yokohama’s name in front of their jersey with British telecommunication and internet service provider three starting next season.

This came after Japanese Tyre company Yokohama’s five years shirt sponsorship deal worth over £40m per year with the premier league giant came to an end.

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But according to report the Japanese company will continue to be Chelsea’s official sponsor but not a shirt sponsor after extending their deal beyond 2020.

The new shirt sponsorship deal brings together a Premier League football club and a premium brand in connectivity, with both aiming to build towards headline-grabbing success in 2020. It is, 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, who recently launched a 5G network will ensure Stamford Bridge is 5G-enabled within the first year of the partnership.


The deal will be significant one for Chelsea financially and help fan enjoy watch football games at Stamford Bridge.

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.

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‘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.’

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