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Chelsea former men’s front-of-shirt partner Three has been elevated to sponsor of the club’s women’s side in an enhancement of the mobile network’s long-running deal.

The firm will sponsor Chelsea’s Women’s Super League (WSL) team’s training kit during the upcoming 2024/25 season, including the side’s campaigns in the Women’s Champions League, FA Cup and League Cup.

Deal terms will see the Three logo appear on women’s player training kits, match day warm-up shirts and travel apparel. The deal demonstrates the rising sponsorship value of women’s value, as well as the pressure mounting on clubs to diversify revenue streams.

Three was previously the fornt-of-shirt partner of the Premier League side, with the deal expiring in the 2022/23 season. Although replaced by Infinite Athlete as the firm’s front-of-shirt sponsor for the 2023/24 season, Three remained associated with the club as its official telecommunications partner.

Casper Stylsvig, Chelsea Chief Revenue Officer, said: “We are thrilled to announce the renewal of our partnership with Three. Since we began working together in 2020, they have been a steadfast supporter of the club and created really impactful campaigns, like the Talk More Than Football mental health initiative.

“After an incredible end to the 2023/24 season and a seventh WSL title, along with the redefined resources and team in place to help the squad grow on and off the pitch, it’s the perfect time to reimagine the positioning of the partnership with a greater focus on our hugely successful women’s team.

“Three have consistently delivered best-in-class initiatives in the women’s football community, and their new role as a principal partner of the team is a perfect illustration of our joint passion for the game and ambition to be innovative.”

Women’s football in general is seeing a surge in viewership, and as a consequence an uptick in commercial interest and revenue. The WSL, England’s top-flight football league which Chelsea has won a record seven times, secured continued visibility this year via renewals with Sky Sports and BBC Sport.

According to data from Deloitte, WSL revenue reached a new peak of £48m last year, a 50% increase from the £32m generated in the 2021/22 season. Chelsea was one of the team’s to see the sharpest revenue rise, alongside Arsenal, Manchester City and Manchester United.

Three’s extension of its partnership with Chelsea will secure the brand’s extended visibility across the breadth of English football. The firm already has strong visibility in the Premier League via its men’s team sponsorship, and moving into the women’s team will give it access to a growing audience.

Elaine Carey, Three UK and Ireland’s Chief Commercial Officer, said: “At Three, we are proud to shine a light on female talent, both on and off the pitch, which is why the partnership with Chelsea Women is the perfect fit. 

“Following an incredible number of years building the WeSeeYou Network, we’re excited to continue supporting, celebrating, and connecting women in sport, to help them reach their full potential.”

Chelsea’s one-year deal with Infinite Athlete expired at the end of last season. The club has yet to announce a front-of-shirt sponsor for its men’s team, with just under a month left until the 2024/25 season commences.

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