Chelsea have unveiled their new home kit for the 2020-21 season, which will be worn for the first time in their Premier League clash against West Ham tonight and also for the remainder of this season.
The new shirt marks the start of the club’s partnership with telecommunications company Three, as the Blues’ relationship with Yokohama Tyres came to an end on Tuesday – as such, this kit will also be worn for the rest of the 2019-20 season.
So, what’s the new kit sponsor about?
Three, based in the UK are a British telecommunications and internet service provider and a subsidiary of CK Hutchison Holdings, operating under the global Three brand. It provides 3G, 4G and 5G services through its own network infrastructure.
With this new partnership with Chelsea, the company wants to provide connectivity opportunities for football fans whether its accessing content, watching livestreams or interacting with other fans online. As one of the UK’s leading networks, they hope to facilitate the wealth of connectivity opportunities that will enhance the fan experience day to day. This is according to Elaine Carey, chief commercial officer at Three UK.
Three is also focused on bringing fans and customers closer to the team and game at every opportunity through its new ‘Connect the Game’ creative platform. With men and women’s professional football games being played behind closed doors for the foreseeable future, the role of the Three network and technology has never been more important. Three wants to ensure that fans and customers feel just as connected to their club now as they would cheering from the stand at Stamford Bridge.
Having launched today July 1, fans will begin to see Three ‘Connect the Game’ through activations and initiatives created in partnership with Chelsea FC men’s, women’s and academy teams, club venues, the Chelsea Foundation, and its related community programmes.
The telecommunication company will also work alongside Chelsea to help develop and support its eSports offering and drive the brand even further into gaming. It will also be enhancing connectivity within Stamford Bridge and the surrounding areas to ensure match days are even more connected and enjoyable, for returns to normality and fans are back cheering from the stands.
In a deal lasting appropriately three years, the brand will appear on all of the club’s shirts, including the Chelsea Women and Academy sides, and will also ensure Chelsea’s home ground Stamford Bridge is 5G-enabled within the first year of the partnership – echoing rival EE’s deal with Wembley Stadium.
Chelsea and Three have not disclosed the value of the deal, but its agreement with Yokohama was reported to be worth £200m over five years – the second biggest in the Premier League, after Chevrolet’s sponsorship of Manchester United. Yokohama will continue its commercial relationship with Chelsea as its official tyre partner.