Chelsea bizarrely announce new front-of-shirt sponsor for just a month as 'luxury' £1bn Dubai project also confirmed

The partnership with the Dubai-based real estate giant will see its logo featured on the front of Chelsea's men's first-team jerseys for the remaining four Premier League matches, as well as during their Europa Conference League semi-final clash against Swedish side Djurgarden. Should Chelsea progress to the final of the competition, DAMAC’s branding would also appear in that potential seventh and final game.

Fans will get their first glimpse of the DAMAC-branded kit on Thursday evening when Enzo Maresca’s squad travel to Stockholm for the first leg of their semi-final encounter with Djurgarden. Notably, DAMAC’s contract does not encompass Chelsea’s involvement in the FIFA Club World Cup, which will be held in the U.S. from June 14 to July 13. The London club is guaranteed to play at least three group-stage fixtures during the expanded global tournament, and potentially more depending on progression.

Beyond shirt sponsorship, DAMAC’s collaboration with Chelsea includes a substantial development project in Dubai. The luxury real estate company has committed to building Chelsea-branded residences, with the total investment surpassing the £1 billion mark. The project is being marketed as a high-end living concept that aims to blend elite football heritage with luxury lifestyle offerings, a move that fits into both Chelsea’s global brand strategy and DAMAC’s high-value property portfolio.

For a second consecutive year, Chelsea have navigated much of a campaign without a full-season shirt sponsor, a rarity for a club of its stature. Though the deal with DAMAC ensures the club will not end the season entirely without a visible commercial partner, the piecemeal nature of these short-term agreements underlines ongoing challenges in securing major long-term sponsorships.

However, Chelsea are still actively engaging in discussions with multiple parties in hopes of securing a longer-term sponsorship agreement, one that would ideally begin with the Club World Cup and extend into future seasons. The club is acutely aware that participation in next season’s UEFA Champions League would significantly enhance their appeal to potential partners, both in terms of financial return and global exposure.