Chelsea Football Club have officially announced a new front-of-shirt sponsor, DAMAC Properties, for the remainder of the 2024-25 season. The agreement was confirmed by the club on Wednesday, ending a prolonged period in which Chelsea had played most of the season without a principal shirt sponsor.
The Dubai-based real estate developer will now appear on the front of both the men’s and women’s first-team shirts for the final four Premier League fixtures and the remaining matches in the UEFA Europa Conference League. The debut of the new sponsorship will take place on Thursday when Chelsea face Swedish side Djurgården in the semi-final first leg in Stockholm.
End of a Blank Era: Chelsea Fill Sponsorship Void
Since the start of the season, Chelsea had been conspicuously without a front-of-shirt sponsor, following the end of their previous deal and a temporary pre-season arrangement with Infinite Athlete. That left a blank space on their iconic blue kits — an unusual sight for a club of their stature, especially in the modern commercialized football era.
The new agreement with DAMAC ends that sponsor-less run. DAMAC is a well-established name in the luxury property sector in the Middle East, and this partnership marks a strategic move for both the club and the company, potentially boosting visibility and branding on a global scale during key end-of-season fixtures.
Women’s Team Also Included in Sponsorship Rollout
In a move reflective of the club’s commitment to parity and brand integration, the new DAMAC sponsorship will also be featured on the shirts of Chelsea Women’s team. The women’s side, who are still in the hunt for silverware with four matches remaining, will don the new shirts beginning immediately.
This inclusion reinforces Chelsea’s broader brand strategy, highlighting the increasing marketability and visibility of women’s football. DAMAC’s presence across both men’s and women’s squads also represents a growing trend among corporate sponsors to seek multi-team exposure within football clubs.
Beyond Football: Chelsea Residences by DAMAC Unveiled
Alongside the kit sponsorship, Chelsea and DAMAC have announced a broader commercial partnership involving a real estate development in Dubai. The project, dubbed “Chelsea Residences by DAMAC,” will include more than 1,400 seafront residential units designed around a football theme and featuring Chelsea-branded amenities.
In a statement, Chelsea emphasized that the development will offer exclusive amenities focused on health, fitness, and well-being. The initiative is billed as the first-of-its-kind, aimed at fusing elite football branding with luxury real estate, thereby extending the Chelsea identity far beyond the pitch and into lifestyle offerings.
Uncertainty Around Club World Cup Involvement
While the DAMAC deal provides immediate sponsorship visibility for Chelsea during the critical tail-end of the season, questions remain about its duration. Specifically, it is unclear whether DAMAC branding will appear on Chelsea’s kit during the FIFA Club World Cup, scheduled to run from June 14 to July 13.
That tournament, which includes continental champions from across the globe, presents a significant commercial opportunity for sponsors. However, as of now, Chelsea have not confirmed whether DAMAC’s involvement will extend to those matches. A decision is expected closer to the start of the tournament.
