Chelsea agree front-of-shirt sponsorship deal with Dubai-based DAMAC Properties for rest of season

DAMAC Properties will be Chelsea’s front-of-shirt sponsor for the remainder of the 2024-25 season — but the agreement will not cover this summer’s Club World Cup.

The Emirati property development company will sponsor Chelsea’s shirts for the side’s remaining four Premier League games of the campaign, alongside their Conference League semi-final tie against Swedish club Djurgarden and a potential final in the competition. The men’s team’s semi-final first leg in Stockholm on Thursday will see the debut of the new sponsor.

Club sources say a competitive process is continuing for Chelsea’s long-term front-of-shirt sponsor, having not had one yet this season, including potentially one covering their participation in this summer’s Club World Cup. Chelsea will play at least three group games in the tournament, which is taking place in the United States and will run from June 14 through to July 13.

The 2024-25 season is the second consecutive year that Chelsea have not had a front-of-shirt sponsor for the full campaign. Infinite Athlete only signed up to a one-year deal, worth around £40million ($53.4m) in September 2023 before later agreeing to continue to be on the club’s shirt during pre-season.

Proud to unveil @DAMACOfficial on the front of our shirts for the rest of the 24/25 season! 💙

Also launching: Chelsea Residences by DAMAC — luxury living, Chelsea style. 🏙️#ChelseaResidences #CFC #DAMAC #DAMACProperties

— Chelsea FC (@ChelseaFC) April 30, 2025

DAMAC will oversee the development Chelsea-branded residences in Dubai, a project costing upwards of £1bn, which is described by the club as “luxury living”.

Chelsea’s chief operating officer Jason Gannon has said “the collaboration will bring Chelsea to life in Dubai”.

‘Short-term deal raises questions about its value’

The reaction of many Chelsea supporters to this news might well be something along the lines of, ‘What’s the point?’

DAMAC is only guaranteed to adorn the front of the Chelsea shirt for a maximum of seven matches if Enzo Maresca’s team reach the final of the Conference League. The 2024-25 season has one month left to run, and the fact the deal does not cover the Club World Cup raises questions about just how much revenue this particular sponsorship will actually raise.

Chelsea will point to the fact that DAMAC has signed up to a longer-term commercial partnership which will see club-branded residences in a £1bn development in Dubai. This is the most interesting aspect of the deal, which club officials believe is the first arrangement of its kind, and could potentially unlock a lucrative new revenue stream.

In the meantime, the endless questions about Chelsea’s lack of a front-of-shirt sponsor will go away, if only for a little while.

The club are in talks with multiple companies with a view to shirt sponsorship during the Club World Cup and beyond, and will hope to avoid a repeat of this season’s unbranded shirt fronts. Securing qualification for next season’s Champions League would help their chances of getting the long-term deal they want considerably.

(Photo: Catherine Ivill – AMA/Getty Images)