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Marketing and Sponsorship

Chelsea Strikes Jersey Sponsorship Deal With Yokohama Rubber Worth $308M

Tokyo-based Yokohama Rubber "is to become Chelsea’s new shirt sponsor" in a deal believed to be worth $308M (all figures U.S.), making it the second most lucrative jersey deal in EPL history, according to Owen Gibson of the GUARDIAN. Neither Chelsea nor Yokohama "would confirm the figures involved" but the five-year agreement is believed to be worth around $62M per year. The deal, which begins next season, is second only to the $82M a year that Chevrolet pays Manchester United and "is more than double the club’s previous contract with Samsung" (GUARDIAN, 2/27). In London, Matt Law notes Yokohama has a business network spanning over 100 countries, including the U.S., Japan, China and Australia. The company "already has sponsorship deals" with the Celtics and Spurs (London TELEGRAPH, 2/27). Also in London, Charles Sale writes the deal amounts to a "notable triumph" for Chelsea Head of Global Commercial Activities Christian Purslow, "brought in last October after the departure of Ron Gourlay to re-structure Chelsea’s commercial department and find that big-money shirt sponsor." Purslow’s first move "was to bring in outside agency HTH, formed by two ex-Manchester United commercial executives, to help in the hunt which has reaped huge rewards" (London DAILY MAIL, 2/27). Click here to see a complete list of Chelsea's sponsorships and key contacts (Resource Guide LIVE).

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