September 10 – Premier League side Chelsea have unveiled global tyre manufacturer Linglong Tire as their new official global tyre partner on a multi-year deal.
In January the west London club announced that Japanese tyre company Yokohama would end its sponsorship with the club. That relationship had been running since 2015 and had included a five-year £200 million deal as the main shirt sponsor that ended in 2020.
As part of the new partnership with Linglong, the Chinese tyre maker will provide the tyres for the Chelsea men’s team bus in the UK, and will create bespoke content and have exclusive interactions between Chelsea players and the brand.
For Chelsea’s international fanbase, Linglong will collaborate with the club to create content and experiences in strategic markets, as well as build Linglong’s global presence through pitchside ad placements with the men’s and women’s teams at Stamford Bridge.
The tyre brand also used this summer to partner up with Bundesliga side VfL Wolfsburg, building on their history of football partnerships first started with Juventus in 2019.
Casper Stylsvig, Chelsea’s chief revenue officer, commented: “We are delighted to welcome Linglong Tire as our new official global tyre partner, an ambitious and innovative company who are committed to excellence in manufacturing, service and brand. We look forward to contributing to Linglong’s global growth plans and collaborating with a respected Chinese brand to grow our footprint in China.”
No value was given for the deal.
Wang Feng, chairman and president of Linglong Tire, said: “Becoming the official global partner of Chelsea Football Club is an important milestone in Linglong Tire’s internationalisation strategy. We cherish this opportunity and will fully utilise this to showcase the brand charm and product strength of Linglong Tire to the world. We look forward to working with Chelsea to deliver passion and excellence to fans and consumers worldwide, jointly writing a new chapter in our brand development.”
Contact the writer of this story, Harry Ewing, at moc.l1726760287labto1726760287ofdlr1726760287owedi1726760287sni@g1726760287niwe.1726760287yrrah1726760287