Chelsea Sponsor Deal Secured with DAMAC Properties
Chelsea FC have officially announced a new front-of-shirt sponsorship deal with DAMAC Properties, now the primary Chelsea sponsor and one of the Middle East’s largest luxury real estate developers. Agreed on May 1, 2025, the deal represents a huge commercial step as Chelsea remodels their club brand under new ownership of Todd Boehly and Clearlake Capital.
It is a multi-year agreement that will involve DAMAC’s logo appearing on the first-team kits of both the men’s and women’s teams from the 2024-25 campaign. This news comes after months of speculation since Chelsea’s contract with their former sponsor, Three UK, ended at the conclusion of the 2022–23 season. In the 2023–24 season the club carried in-house branding, as they awaited a long-term sponsor.
According to sources close to the club, the deal is said to be worth in the region of £40 million a year and ranks as one of the largest shirt agreements in the Premier League, but falls short of Manchester United’s £60m-a-season contract with Qualcomm’s Snapdragon. Deal is set to offer Chelsea financial stability and strategic power in international markets, especially in the Middle East.
Global sports tie-ups are nothing new to DAMAC Properties. In the past, the firm has sponsored events and professional athletes, though, this being its first high-profile club-level football deal. Established in 2002, the firm is most famous for its high-end projects throughout the UAE, Saudi Arabia and other Gulf Cooperation Council (GCC) region.
Middle East Influence and Fan Reactions
Club officials suggest that this sponsorship represents how Chelsea’s brand identity is developing. Under Boehly’s leadership, the focus has shifted to becoming a truly global entity. The added appeal of a Middle Eastern sponsor is both commercially smart and culturally symbolic in light of football’s increasingly larger footprint in the region.
DAMAC’s chairman Hussain Sajwani was excited to announce the venture, declaring: “This alliance with Chelsea aligns perfectly with our global ambitions. We look forward to building something truly iconic together.” Meanwhile, Chelsea’s commercial director Casper Stylsvig explained that the club was looking for more than just money – they wanted a brand that represented the modern day values Chelsea espouses.
The DAMAC-sponsored kits have yet to be revealed, but fans can expect a new look from Nike, Chelsea’s kit sponsor. According to early concept leaks you can expect a cool blue and gold-style that plays off DAMAC’s sophisticated luxury motif.
Blues fans have expressed themselves positively on the development. But many have also applauded the move to secure a long-term, premium sponsor instead of jumping into shorter-term options. But opinions expressed concerns both about how money made from property and the morality of sponsorship — a recurring theme in modern football finance.
Author’s Opinion
Chelsea’s deal with DAMAC Properties seems a clever commercial move. And with the advent of Financial Fair Play (FFP) regulations tightening, securing consistent income streams is essential. An estimated £40m-per-year deal hands Chelsea the space to invest in infrastructure, critically the women’s team and academy development.
The connection to the Middle East also demonstrates strategic wisdom. Those in the Middle East treat football as a second language, and with the sport’s rising popularity, Chelsea finds a perfect fit in partnering with powerhouse brand DAMAC.
But the club should be open about the ethical considerations of such deals. In today’s football environment, fans expect more than just performance on the pitch, but also good commercial decisions. So long as Chelsea make the sponsorship more than just that — and make a meaningful investment in the local area and sustainability — it could well be a long-term success.
In short, this DAMAC deal is not just a new sponsor for Chelsea – it’s a re-location on the chess board of the global economy, a vital move in order to be able to compete at the highest level both on and off the field.
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