Chelsea Announces Back-of-Shirt Sponsor
- New Sponsorship: Chelsea FC has announced a short-term kit sponsorship with TMGM, marking their first-ever back-of-shirt sponsor.
- FA Cup Focus: The TMGM logo will appear on the back of Chelsea's shirts specifically for the FA Cup due to Premier League restrictions.
- Limited Appearances: The sponsorship's visibility is limited to Chelsea's FA Cup run, potentially lasting from one to four matches.
Chelsea FC has announced a new short-term kit activation with Australian online broker TMGM, becoming the club’s first-ever back-of-shirt sponsor. However, the deal could last for only one match.
Chelsea TMGM Back-of-Shirt Sponsor Deal
The partnership between Chelsea and TMGM actually began in 2023, but the latest agreement elevates the brand to the back of the shirt specifically for the FA Cup.
Unlike sleeve or front-of-shirt deals, back-of-shirt sponsorship is not permitted in the Premier League. Because of that restriction, clubs can only display such sponsors in domestic cup competitions. UEFA competitions also allow only two commercial shirt sponsors (front and sleeves), which further limits their use.
Chelsea have already been eliminated from the EFL Cup, meaning the FA Cup is the only competition where the TMGM logo can appear. It will debut in Chelsea’s FA Cup fifth-round tie against Wrexham A.F.C. If Chelsea loses that match, the sponsorship will appear just once. If they go all the way to the FA Cup final, it could be visible for up to four matches.
What do you think about Chelsea now having a back-of-shirt sponsorship? Let us know in the comments.
