Chelsea and telecommunications brand, Three have resumed their principal partnership following Russian oligarch Roman Abramovich’s departure as owner of the club.
Three decided to pause its marketing activities with the Premier League club in March as a result of UK government sanctions imposed on Chelsea’s previous ownership amid the Russian invasion of Ukraine.
The deal with the UK firm, which was signed ahead of the 2020/21 season, was due to expire in summer 2023 and is reportedly worth around £40 million a year.
With US businessman Todd Boehly’s consortium now having acquired Chelsea in a £4.5 billion deal, the Stamford Bridge-based club has confirmed Three is resuming its marketing activities ‘with immediate effect’.
Three’s decision means the club have their three most high-profile partnerships in place. A new sleeve sponsorship with cryptocurrency firm Amber Group for its digital asset platform WhaleFin – reportedly worth £20 million annually – was recently confirmed and the training kit deal with travel brand Trivago is about to enter its second season.