Three UK unveils plans for Chelsea sponsorship launch

26 Jun 2020

By: Sport Industry Group

Three UK has unveiled details of its 'Connect The Game' campaign, which will kick off the brand’s partnership with Chelsea when it begins on 1st July.

Earlier this year, the telecommunications company became the Premier League side’s Principal Shirt Sponsor, and says it now aims to use the club's reach to showcase its network capabilities, as well as offering exclusive customer experiences and ‘building stronger connections between the game, the players and fans.’

Despite beginning the partnership during a time when Chelsea games will be played behind closed doors, the brand says it wants to bring fans and customers ‘closer to the team and game they love’ through its new ‘Connect the Game’ creative platform, which it says will use technology to ensure that fans feel as connected to their club as possible.

Elaine Carey, Chief Commercial Officer, Three UK - who has worked on Three’s previous sponsorship deals across sport and music in Ireland, where it has sponsored the national football and national rugby teams - said: “We are delighted to be working alongside Chelsea FC, one of the largest and most innovative of the Premier League’s clubs, to enable our customers and fans to stay connected to the team they love. 

“Connectivity is more integral than ever to football fans at the moment, whether it’s accessing content, watching live streams or interacting with other fans online. As one of the UK’s leading networks we can facilitate the wealth of connectivity opportunities that will enhance the fan experience day to day. We aim to drive innovation in football connectivity to positively benefit our customers, the fans, the club and wider community for future success both on and off the pitch.”

Launching from 1st July, the Three ‘Connect the Game’ campaign will be visible through activations and initiatives created in partnership with Chelsea’s men’s, women’s and academy teams, as well as with club venues, the Chelsea Foundation, and its related community programmes. 

The brand will also work alongside Chelsea to help develop its esports offering as well as using the club as a vehicle to bring the brand even further into gaming. 

Guy Laurence, CEO at Chelsea FC, said: “We are excited to officially begin our partnership with Three, which will, from July 1st, see their iconic brand appear on the match shirts of our men’s, women’s and academy teams.

“As a football club, we endeavour to be an industry leader, continuously striving to innovate how we engage, entertain and communicate with our global fanbase.  In Three, we have found a partner who are equally at the forefront of their industry and share our passion for innovating how football fans enjoy the modern game.

“During these unprecedented times, we need to think as imaginatively as possible to further strengthen the special connection we have with our fans. We feel confident that our new partner’s aspiration to Connect the Game will help us achieve that goal and deliver some truly memorable activations.”

As part of the deal, Three will enhance connectivity within Stamford Bridge and the surrounding areas to ensure greater connectivity on matchday when fans return to the ground.