Chelsea Bring Circle's USDC on Board as Front-of-Shirt Sponsor
Chelsea fills its front-of-shirt sponsor slot with Circle in a landmark crypto deal, ending a three-year vacancy and putting USDC on all club shirts.
- On Friday, August 28, 2026, Chelsea announced a new principal partnership with Circle Internet Group, Inc for the 2026/27 season, marking the first time a cryptocurrency firm serves as a Premier League club's principal shirt sponsor.
- The club began the current campaign without a main sponsor, having relied on short-term agreements since their long-term deal with Three expired in 2023, including stints with DAMAC and Infinite Athlete.
- Although financial terms remain undisclosed, reports earlier this year suggested Chelsea targeted $88.3 million annually for the front-of-shirt slot, which had been vacant for three years. President Jason Gannon called the deal a "landmark partnership."
- The "USDC by Circle" branding will debut on Sunday during the men's Premier League match against Brighton at Stamford Bridge, with gold lettering matching the Nike logo on the home strip.
- While crypto firms like OKX and Kraken have sponsored sleeves for Manchester City and Tottenham Hotspur in recent years, the Financial Conduct Authority warned Premier League clubs in June about unauthorized crypto partnerships potentially breaching financial promotion rules.
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34 Articles
It was a singularity on the scale of a football giant like Chelsea FC, that the Blues evolve without a major sponsor on their jersey. It is now done, the London club has indeed found its new main sponsor. It has formalized a partnership with Circle Internet Group, which becomes at the same time the main partner of the [...]
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Chelsea names Circle front of shirt partner in USDC sponsorship deal
Circle has signed a principal partnership with Chelsea Football Club that will put USDC branding on the front of the club’s men’s, women’s and academy shirts beginning with the 2026/27 season. Chelsea FC announced the agreement on Aug. 28, naming…
What is USDC? The stablecoin on Chelsea’s shirt
Chelsea bags a new front-of-shirt partner, but the deal is light on details around fan activations. Chelsea has ended its search for a front-of-shirt sponsor, signing a principal partnership with finance firm Circle. As part of the agreement, Circle and USDC will appear on Chelsea’s men’s, women’s and academy shirts from the 2026/27 season. Supporters will see the front-of-shirt space filled when the club host Brighton in its Premier League hom…
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