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The Premier League giants have finally filled the front-of-shirt void with Dubai’s DAMAC Properties, in what could be the start of a new era.
After an uncharacteristic 50-match run without a front-of-shirt sponsor, Chelsea FC have finally unveiled a new short-term partnership with DAMAC Properties, a Dubai-based luxury real estate developer.
The deal, announced this week, will see DAMAC's branding featured on the men’s and women’s kits for the remainder of the 2024/25 season.
DAMAC will be on the Chelsea shirts for their remaining four Premier League fixtures as well as the remaining Europa Conference League campaign.
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While financial terms remain under wraps, insiders quoted by Daily Mail describe the arrangement as “healthy,” with Chelsea’s iconic brand being tied directly into DAMAC’s ambitious £1 billion “Chelsea Residences” development.
The seafront real estate project in Dubai will include over 1,400 units, each boasting exclusive access to Chelsea-branded fitness, wellness, and concierge services.
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In a joint press release, the Premier League giants with an estimated net worth of $3.13 billion as per Forbes, and developer framed the move as more than a logo deal.
“DAMAC Properties has been at the forefront of the Middle East’s luxury real estate market.
An ultra-modern development, Chelsea Residences by DAMAC, is being designed and launched in partnership with Chelsea FC in Dubai, slated to be the first-of-its-kind football-themed branded residences.
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“The new development will be built with Chelsea Football Club's famous brand woven into the fabric, from its concierge service to its high-performance spaces. It will reflect the very best of Chelsea FC both in terms of high-end style, commitment to excellence and vision for the future.
“To showcase this groundbreaking, global partnership and celebrate the launch of the first-ever Chelsea Football Club branded residences, DAMAC Properties will feature on Chelsea FC men’s and women’s shirts for the remainder of the 24/25 season, with its debut at the UEFA Conference League semi-final fixture against Djurgarden this Thursday.”
Chelsea’s competitive market and more to come
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Talks are ongoing with various firms over future sponsorships, including deals for the upcoming Club World Cup in the United States and next season’s front-of-shirt rights.
According to reports, Chelsea, the fifth richest club in England, are considering offers from companies across a wide range of industries in what insiders have called “a competitive process.”
The club is reportedly prioritising partners that offer strategic value, not just financial muscle.
Chelsea have been without a consistent front-of-shirt sponsor since the £120 million deal with telecoms giant Three ended in 2023.
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Their relationship soured during the Roman Abramovich sanctions saga, with public backlash from fans after Three attempted to distance itself from the club.
A brief interim deal with Infinite Athlete followed, but uncertainty remained until now.
And DAMAC’s arrival could mark the start of a new era.
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