Chelsea FC has named Live Nation, the parent company of Ticketmaster, as a principal partner.
Following the agreement, Live Nation’s logo features on the Chelsea men’s and women’s sleeves for the remainder of the 2024/25 season, with the branding appearing for the first time during the club’s 2-1 loss to Brighton on Saturday (8 February).
Casper Stylsvig, Chief Revenue Officer for Chelsea, remarked: “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.”
This partnership marks Chelsea’s third sleeve sponsor since January 2024. At the beginning of last year, the London club announced BingX, a cryptocurrency exchange company, as its sleeve sponsor.
Ahead of the 2024/25 season in August, Chelsea revealed events company Fever would replace BingX as its sleeve sponsor. However, BingX remains the training kit sponsor.
Sponsorship has become significantly more important for Premier League clubs, enabling ways to generate revenue and remain competitive while obeying Profit and Sustainability (PSR) guidelines.
While Chelsea supporters have seen a plethora of different brands on the kit’s sleeves, the club is 14 league games away from completing its second consecutive season without a front-of-shirt sponsor – the most valuable sponsorship space available on the kit.
However, a lack of front-of-shirt partners hasn’t stopped Chelsea from securing other commercial deals. This year the club has signed deals with gambling company Roobet and cloud communication platform Twilio
Commenting on Live Nation’s partnership, Glen Littlewood, SVP of Marketing at LNUK, said: “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.”
