On April 30, 2025, Chelsea Football Club announced a new front-of-shirt sponsorship deal with DAMAC Properties, a Dubai-based luxury real estate developer.
This partnership marks the end of a season-long period without a primary shirt sponsor, a rarity for a club of the London club’s stature.
Chelsea Strikes New Deal
The DAMAC logo will debut on the club’s kits during the UEFA Conference League semi-final against Djurgarden and will remain for the final matches of the 2024/25 season for both the women’s and men’s teams.
Additionally, DAMAC becomes Chelsea’s official property development partner, with plans to launch ‘Chelsea Residences,’ a football-themed luxury real estate project in Dubai.
This short-term agreement reflects Chelsea‘s broader commercial strategy under the ownership of Clearlake Capital and Todd Boehly.
Since the expiration of their previous £40 million per season deal with telecommunications company Three, Chelsea have struggled to secure a long-term sponsorship that aligns with their financial and brand aspirations.
The club’s absence from the UEFA Champions League has further complicated these efforts, as top-tier sponsors often seek partnerships with clubs competing at the highest European level.
Looking ahead, Chelsea’s commercial team must navigate a complex environment to secure a sustainable and profitable sponsorship deal.
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Why the Football Really Matters
The club’s performance on the pitch remains non-negotiable when it comes to attracting high-calibre sponsors.
A top-four finish and a return to the UEFA Champions League aren’t just about silverware or prestige anymore – they’re directly tied to revenue, reach, and relevance.
For brands investing millions, visibility in Europe’s elite competition is a minimum requirement.
The Blues’ inconsistent domestic form over the last few seasons has raised eyebrows commercially, and with rivals like Arsenal and Manchester City pulling away both on the table and in brand strength, the pressure is on.
Without a compelling footballing product, the off-pitch business simply won’t sell.
The DAMAC deal is a short-term fix.
It helps plug a financial gap and gives Chelsea some extra visibility in the Middle East. But it also shows how much the club still has to sort out off the pitch.
Without strong results on it, the big, long-term sponsors just won’t come. That’s why the end of this season matters.
If Chelsea can finish strong and get back into Europe’s top competitions, they’ll have a much better shot at landing the kind of front-of-shirt deal a club of their size should already have.
Main Photo
Credit: IMAGO / Action Plus
Recording Date: 26.04.2025