Chelsea Announce '3' Sponsor Deal
Jan 24, 2020, by Pat
Following reports last fall about the club trying to find a new main sponsor, Chelsea have today announced a new kit sponsorship deal with mobile network operator Three.
While today's announcement brings an end to Chelsea's five-year shirt sponsorship deal with Yokohama, the Japanese brand will continue as Chelsea's official tyre partner.
In addition, Three, which has grown from being the UK’s first 3G-only network in 2003 to having the UK’s leading 5G spectrum holdings with more than the rest of the industry combined, launched 5G services in 2019 and will ensure Stamford Bridge is 5G-enabled within the first year of the partnership.
Chelsea Football Club chief executive Guy Laurence explains: "Mobile technology has revolutionised the way football clubs and supporters interact with each other which makes Chelsea FC and Three such natural partners. ‘We have a social media following of over 100 million and the official app, The 5th Stand, has had nearly four million downloads. We stream live women’s and Academy football with men’s first team highlights available soon after matches. It truly is an area from which regular fans are benefitting and as communications technology develops in the coming years, Three will be at the forefront of the advances with the exciting roll out of 5G networks, helping to enhance and expand the experience of being a Chelsea supporter in the modern digital age."
Dave Dyson, CEO of Three UK, adds: "Chelsea FC is a great match for Three – we share the same values and are both playing to win. This partnership is a great way to kick off 2020, when we are building the UK’s fastest 5G network and Chelsea are building the best team."
The Three logo, which is used by the Ireland national team - not in matches of course - will appear on Chelsea's home, away and third 2020-21 kits.
What do you think about 3 becoming Chelsea's official shirt sponsor from next season? Comment below.
Al Shabab 26-27 Home & Away Kits Released
Saudi Pro League side Al Shabab has officially revealed its new home and away kits for the 26-27 season, manufactured by local brand Offside. The home shirt presents a traditional look featuring bold black and white vertical stripes alongside a classic black collar. Meanwhile, the away jersey features a sleek black base highlighted by elegant gold details, shoulder piping, and a subtle graphic pattern across the torso.
Sunderland 26-27 Third Kit Released
Sunderland AFC and Hummel have officially unveiled the club's new 26-27 third kit, drawing inspiration from the city's rich history of glassmaking. The new design boasts a deep blue base covered in a repeating tonal stained-glass graphic pattern, which incorporates the classic football emblem from Sunderland's iconic ship badge.
Elevating the shirt's look are metallic copper accents used for the retro Sunderland crest on the chest and the Hummel branding on the shoulders. The outer back neck area features the inscription "Glass Making Since The 7th Century" in matching copper text, paying homage to Monkwearmouth's historic St Peter's Church and the roots of local craftsmanship.
The Sunderland 26-27 third kit is accompanied by a broader capsule collection, including a matching varsity jacket and pre-match warm-up range, with official availability starting August 14, 2026.
Alcorcón 26-27 Away Kit Released
Spanish club AD Alcorcón and kit supplier Kappa have officially launched the team's new away strip for the 26-27 season. The new uniform brings a bold design to the pitch, combining a distinct color scheme with Kappa's signature template elements.
The Kappa AD Alcorcón 26-27 away shirt features a deep green base paired with striking red accents across the shoulders. All technical details and branding, including the monochromatic AD Alcorcón crest, the Kappa Omini logos on the chest and shoulders, and the main front sponsor, are applied in a vibrant red tone.
Completing the set, the new away kit is paired with green shorts featuring red side panels, alongside matching green socks. The full uniform is available through the club's official online store.
Woking FC 26-27 Away Kit Released
National League side Woking FC and kit maker Erreà have officially unveiled the club's new away kit for the 26-27 season. This follows the earlier launch of their new home shirt.
The Woking FC 26-27 away jersey features a yellow base detailed with thin vertical navy pinstripes. Navy accents are applied to the collar and sleeve cuffs, accompanied by subtle gold trimming on the sleeves. The kit is finished with a monochromatic navy club crest and matching sponsor branding from Nuffield Health across the chest.
For the home shirt, Woking sticks to tradition with a classic half-and-half red and white design. It features black ribbing around the crew collar and sleeve cuffs with white accent lines, maintaining a clean look for the 26-27 campaign.
Swansea City 26-27 Third Kit Released
Swansea City and Joma have officially launched the club's new third kit for the 26-27 Championship season. The new strip completes the Swans' kit collection for the campaign, offering a sleek look inspired by the local coastline.
The Joma Swansea City 26-27 third shirt features a black base overlaid with a subtle tonal wave pattern across the body. A classic polo collar and matching sleeve cuffs feature crisp white piping, complemented by silver-white detailing for the Joma logo, principal sponsor AG1, and the standalone swan crest.
As with the home and away jerseys, Welsh identity is embedded throughout the shirt, with "ABERTAWE" printed on the upper back neck and the club slogan "Ein Hanes. Ein Dyfodol. Ein Ffordd." featured inside the collar label. Black shorts and socks complete the new Swansea City 26-27 third kit.
