Chelsea announce Three as new Official Shirt Sponsor

24 Jan 2020

By: Sport Industry Group

Chelsea have confirmed that Three will take over from Yokohama Tyres as the club’s Official Shirt Sponsor from the end of the 2019/20 season.

The tyre company had been the Premier League side’s shirt sponsor for the past five seasons, but while the end of the current campaign will bring that era to a close, Yokohama will continue to be an Official Chelsea Partner, extending as the club’s Official Tyre Partner.

“Chelsea is a world-class football club and we have been proud of our partnership and presence on the prestigious shirt for the last five years,” said Masataka Yamaishi, President and Chairman of the Board, Yokohama Rubber Co. Ltd.

“Yokohama and Chelsea have many shared values, including a dedication to high performance and innovation, which has resonated with fans and our customers alike around the world. We’ve shared many successes together so far in our story, and we are pleased to be able to continue building on this with our renewed partnership.”

The five-year partnership between the two has coincided with a period of success for both Chelsea’s men’s and women’s teams, who have each lifted league and domestic cup titles. The men’s team have also won the UEFA Europa League in that time.

Chelsea will now enter into a partnership with connectivity company Three, whose logo will be worn by all of Chelsea's teams from the 2020/21 season onwards, including men's, women's and academy sides. As part of the deal, the company will ensure that Stamford Bridge is 5G enabled by the end of the first year of the sponsorship.

The club's CEO 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."

Whilst the Japanese brand will continue as a club sponsor, the news means Chelsea will now be on the lookout for a new front of shirt sponsor and the Stamford Bridge side’s shirts will next year bear a new logo.