February 2 – Premier League Chelsea have struck a new sponsorship deal with Live Nation, naming the global live entertainment giant as a Principal Partner for the remainder of the 2024/25 season.
As part of the agreement, Live Nation’s branding will feature on the sleeves of Chelsea’s men’s and women’s kits. Both parties are keen to leverage the partnership to engage a wider audience, blending the passions of football and live entertainment on a global scale.
The deal further strengthens Chelsea’s rapidly expanding commercial portfolio. In just the past three weeks alone, the club has secured sponsorships with Twilio, Constant Contact, and Roobet, reflecting a sharp focus on boosting commercial revenues in a fast-changing football economy.
For Live Nation, the partnership opens up access to Chelsea’s international fanbase, aligning two major global brands in the pursuit of deeper audience engagement. While crossovers between football and music aren’t new, Chelsea’s latest move highlights a growing trend of elite clubs partnering with non-traditional sponsors to maximise brand influence beyond the pitch.
Casper Stylsvig, chief revenue officer for Chelsea Football Club, said: “We are excited to welcome Live Nation to the club and our family of partners. To work in partnership with such a globally recognised company, at a time when our focus is on growth and innovation, will bring huge value to the club.”
No value for the deal was given.
Glen Littlewood, SVP marketing LNUK, added: “The power of live entertainment is key to our business, and although that entertainment usually takes place onstage for us, we look forward to playing our small part in the magic that takes place on-pitch with this partnership with Chelsea FC.”
Contact the writer of this story, Harry Ewing, at moc.l1739264279labto1739264279ofdlr1739264279owedi1739264279sni@g1739264279niwe.1739264279yrrah1739264279