May 15 – Premier League Chelsea have scored a record £50 million, five-year sleeve sponsorship deal with Hyundai, who are reportedly doubling that paid by current sleeve sponsor Alliance Tyres.
Sleeve sponsorship branding positions were opened up in the Premier League for the first time this season, with Manchester City’s three-year £25 million deal with Nexen Tire reckoned to be the highest value deal done to date.
South Korean car maker Hyundai, a main sponsor or FIFA, will pretty much double that. Current sleeve sponsor Alliance Tyres – who had a one-year deal – is a subsidiary of Chelsea’s main shirt sponsors Yokohama Tyres.
Chelsea have had success attracting sponsorship from Korea having had electronics manufacturer Samsung as their shirt sponsors from 2005 to 2015. Samsung gave way to Yokohama for the 2015/16 season in a five-year £200 million deal, at that time the second largest in the Premier League, behind Manchester United’s seven year £370 million Chevrolet sponsorship.
Chelsea conclude their season this weekend, facing Manchester United in the FA Cup Final.
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