Why do Chelsea now have a shirt sponsor and what is DAMAC?

The Sun

01-05-2025

CHELSEA have announced a new front-of-shirt sponsor with DAMAC for the rest of the season after 50 games without one - but only for a maximum of seven matches.
The Blues had spent most of the season without a sponsor but on Wednesday afternoon announced on their social media channels their partnership with the firm.
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In a statement released on the club website, it read: "Chelsea Football Club today announces a new, long-term global partnership with Dubai-headquartered DAMAC Properties which becomes our Official Property Development Partner.
"DAMAC will also feature on Chelsea FC's front of shirt for the rest of the season."
Amira Sajwani, managing director of sales & development of DAMAC Properties, said: "This launch marks the first of an elite collection that celebrates not just the passion of Chelsea FC but its enduring legacy, innovative spirit and relentless pursuit of excellence.
"This initiative goes beyond celebrating the beautiful game; it sets a new benchmark for those who expect nothing less than the exceptional, every time."
The West Londoners have dabbled with rumours of a potential long-term sponsor since leaving Three in 2023, with Jordan brand - the sponsors of Paris Saint-Germain - the last name touted for a collaboration.
The DAMAC logo will make its first appearance on Chelsea shirts during Thursday's Conference League semi-final first leg against Djurgarden and for the women's team starting at Tottenham on May 4.
However, it's expected that the sponsor won't be a permanent addition as the club will continue their search for one ahead of the Club World Cup.
Why didn't Chelsea have a shirt sponsor?
As stated, Chelsea had a sponsorship with sports technology brand Infinite Athlete from October 2023 until the start of this season, but failed to agree on an extension.
That left the club rocking shirts without a front-of-shirt-sponsor for much of this season as the only side in the division not to be attached.
The main reason regarding the absence of a sponsor was the lack of elite continental football being offered at Stamford Bridge.
The Blues have found themselves in the Conference League - Europe's third-tier club competition - and with that have been significantly shifted outside from the elite status of European football.
The credibility of a sponsor for the Conference League wouldn't command the fee that Chelsea would want and vice versa.
However, the reward of having a shirt sponsor regardless of the mega wealth available to the club as showcased in under the ownership group led by Clearlake Capital and US billionaire Todd Boehly remains imperative.
Profit and Sustainability and Financial Fair Play rules can be pretty dense, but essentially ask clubs to function more as businesses, which puts the onus on club's revenue streams.
What is DAMAC?
As stated on the company website, DAMAC was established in 1982 with its origins in catering and logistics.
The DAMAC Group of Companies has expanded to encompass a diverse portfolio across various industries, including property development and real estate, data centres, retail and fashion, hospitality, capital markets, and logistics.
In short, Chelsea's new shirt sponsor are one of the Middle East's largest real estate developers.
The most high-profile involvement the company has had in football is their eight-year long relationship with Cristiano Ronaldo's Al-Nassr FC.