Chelsea and Three have rekindled their partnership as the Blues' sponsor decided to restart their marketing activities immediately following the club's takeover. Three have welcomed the new ownership fronted by Todd Boehly and intend to pick up where they left off before the club was sanctioned, and are looking to be proactive in connecting supporters to the club.
The mobile and internet provider suspended their sponsorship of the Blues in the aftermath of Roman Abramovich being sanctioned by the UK government, as did Hyundai. Three hoped that they would see their logo removed from Chelsea shirts and Stamford Bridge but the Blues' maintained their presence for the final months of the season.
The decision of Three in contrast to sponsor Trivago, proved unpopular with many supporters across social media, but the company is content with its decision in light of government sanctions and the war in Ukraine, outlining that it is one that was not made lightly.
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The company are pleased to draw a line under the matter and enter the final year of an initial three-year agreement, believed to be worth a figure comparable to the £40million per year agreement that had been in place with Yokohama Tyres. Pre-sanctions ambitions in the partnership had seemed high with Three facilitating a full 5G network at Stamford Bridge, as part of a bid to enhance the fan experience. Augmented reality overlays were touted to be used for fans to study in-game player statistics in real-time such as ground covered, top speed, shots on target and passes made. Multiple cameras around the ground mean supporters in the stadium could have the easy option of viewing a moment of play or goal from a different angle, such as the other end of the ground or from the substitutes' bench.
It remains to be seen where the partnership now leads under Chelsea's new hierarchy but Three appear positive about their return. Elaine Carey, CCO at Three UK said: “We welcome this new chapter for Chelsea under its new ownership and are delighted to resume our work with the club, employees and fans. We look forward to the coming season with excitement.”
Likewise, Chelsea have stated they are pleased to reconvene the deal. Chelsea's statement read: " Following the sale of Chelsea Football Club we are pleased to confirm that Three are restarting their marketing activities with immediate effect.
"As a result of UK Government sanctions imposed on Chelsea FC’s previous ownership in March, our official shirt partner Three decided to pause their marketing activities with the Club until the impact of the sanctions on the Club ended.
"Three’s partnership with Chelsea began in 2020 and their logo has been on our shirts during a highly successful period for the Club, with the men’s team winning the Champions League and being crowned world champions, and Chelsea Women securing the domestic quadruple and a league and cup double in that time, as well as reaching the Women’s Champions League final.
"John Rogers, Chelsea Football Club’s head of global partnerships, says: ‘Following the recent pause in their activities, the Club is pleased to have resumed our work with Three and we look forward with excitement to the start of the new season, together. We would like to thank all Club partners for their support now and in the future.’"
