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Chelsea Football Club has partnered with Live Nation in a deal which sees the latter named as a principal partner for the remainder of the current season.
Live Nation will also be represented on the sleeves of the club’s men’s and women’s teams’ kits.
“We are excited to welcome Live Nation to the club and our family of partners,” said Chelsea chief revenue officer Casper Stylsvig.
“To work in partnership with such a globally recognised company, at a time when our focus is on growth and innovation, will bring huge value to the club.”
Live Nation replaces events and ticketing platform Fever, which became the club’s principal partner and sleeve sponsor last August.
Chelsea kits featured Live Nation branding for the first time during the FA Cup match against Brighton on Saturday (February 8).
“The power of live entertainment is key to our business, and although that entertainment usually takes place onstage for us, we look forward to playing our small part in the magic that takes place on-pitch with this partnership with Chelsea FC,” said Glen Littlewood, Live Nation’s UK senior vice-president of marketing.
Last week, concerns were raised about another ticketing company’s connection to Chelsea. The club’s chairman Todd Boehly’s involvement with Vivid Seats as director sparked fury among some fans as the company has been known to sell tickets to Chelsea games for hugely inflated prices.
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