Three UK Becomes First Specific Principal Partner Of Chelsea FC Women

Telecommunications company, Three UK, has become the inaugural partner of the Chelsea Women’s team as part of the club’s commercial strategy revamp.

Three was previously the main sponsor for Chelsea’s men’s and women’s teams. In January 2020, they announced a three-year partnership with the club. Three UK CEO, Dave Dyson, stated, “Chelsea FC is many teams in one club, and it is important to us that this sponsorship covers not only the men’s team but also the women’s and the Academy as well.”

However, amidst Russia’s war with Ukraine in 2022, Three faced mounting pressure to cut ties with the club, then owned by oligarch Roman Abramovich. Following government sanctions freezing Abramovich’s assets in the UK, Three paused its marketing activities with Chelsea. Nevertheless, their name continued to feature on the women’s team jerseys as they secured the league and Cup double.

When questioned about the matter, Three explained, “we understand from discussions with Chelsea FC that there are ongoing issues with removing the Three logo from the shirts, as a result of kit supply issues and license restrictions. We have requested that Chelsea provide a solution to this issue promptly. . . the branding has been taken off all digital assets. We have requested the removal of the physical assets (perimeter boards, etc.).”

Upon the club’s sale in the summer of 2022 to a consortium led by American businessman Todd Boehley, Three resumed its partnership with Chelsea FC. Last season, Three relinquished its position as the club’s shirt sponsor after the conclusion of its three-year agreement. Nonetheless, Three continued as the Official Telecommunications Partner of Chelsea Football Club.

Their name on the Chelsea jerseys was replaced by sports technology firm, Infinite Athlete, the global parent company of Tempus Ex Machina, who entered into a seven-year partnership with the club early in 2023. With the Infinite Athlete branding on their jerseys, Chelsea Women claimed a fifth consecutive Women’s Super League title in May.

With this new agreement, Three’s branding will now be visible on the reigning Women’s Super League champions’ training kit as they gear up for matches. Three’s logo will also appear on all matchday warm-up shirts and travel apparel in the upcoming season. Fans will be able to purchase the corresponding range following the full retail launch from the 2025/26 season. Three will also offer exclusive deals on match tickets, stadium tours, and merchandise through its Three+ loyalty app.

The partnership announcement follows Chelsea’s recent declaration of their long-term strategic plan to expedite the growth of Chelsea Women. A repositioning will allocate dedicated resources, management, and commercial leadership solely to the advancement and success of the women’s team.

This new approach will empower Chelsea Women to unlock the full potential of women’s football, aligning with Three’s efforts in showcasing and amplifying women-led narratives. In collaboration with Chelsea, they introduced the WeSeeYou network, described as “a culture-shifting initiative, establishing a long-term community of role models, celebrating the abundant – but frequently concealed – women in this domain.”

“At Three, we take pride in spotlighting female talent, both on and off the pitch,” remarked Elaine Carey, the Chief Commercial Officer of Three UK and Ireland, “which is why the partnership with Chelsea Women is the perfect match. Following numerous outstanding years developing the WeSeeYou network, we look forward to continuing to support, celebrate, and connect women in sports to help them realize their full potential.”

Casper Stylsvig, Chief Revenue Officer for Chelsea Football Club, stated, “we are excited to announce the extension of our partnership with Three. Since commencing our collaboration in 2020, they have been unwavering supporters of the club and have created highly impactful campaigns, like the ‘Talk More Than Football’ mental health initiative.”

“Three consistently delivers top-tier initiatives in the women’s football community, and their new role as a Principal Partner of the team exemplifies our shared passion for the game and our ambition to be innovative.