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Chelsea confirm Circle as new front-of-shirt sponsor

ยทBy Paul Vegas
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Chelsea confirm Circle as new front-of-shirt sponsor

Chelsea/X.com

Circle Internet Group will become the new name emblazoned across Chelsea's shirts this weekend, ending a lengthy sponsor search.

The Circle and USDC branding will appear across the front of Chelsea's men's, women's and academy shirts, debuting when the men's side host Brighton on Sunday.

Chelsea president Jason Gannon framed the tie-up as forward-looking for both parties.

"This partnership with Circle positions Chelsea at the forefront of football's digital evolution. We are two organisations fixated by the future and are relentlessly innovating to be in the best position possible for the long-term. We look forward to beginning our journey with Circle โ€” to introduce Circle to the Chelsea family and continue enhancing how we operate," Gannon said.

Circle co-founder and chief executive Jeremy Allaire echoed the sentiment from the company's side.

"We built USDC on the belief that money should work seamlessly for everyone everywhere, the way the internet does. Partnering with Chelsea connects us with a global sports community built on that exact same borderless vision," he said.

The deal ends a search that has run since Chelsea's ยฃ40m-a-year arrangement with mobile network Three came to an end in 2023. Swedish AI firm IFS filled the void for the final months of last season, but Chelsea began the current campaign without a shirt sponsor at all before finalising terms with Circle.

News of the agreement came a day after the club booked their place in the Carabao Cup third round with a routine win over Luton Town, in which new signing Danny Welbeck scored on his debut.