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Chelsea Sign Mega Shirt Sponsorship Deal

Fri 27th Feb 2015 | Football Sponsorship

Chelsea have unveiled The Yokohama Rubber Company Ltd as its Official Shirt Partner in what is their largest-ever commercial deal.

The new five year deal which begins at the start of the 2015/16 season is thought to be worth £200m.

The partnership with one of the world’s leading tyre manufacturers will see the Yokohama brand appearing on the club’s shirts from the first team to youth teams.

The agreement was formally concluded yesterday (Wednesday) by Chairman of Yokohama, Mr Tadanobu Nagumo and CEO Mr Hideto Katsuragawa.

“It is an absolute pleasure to welcome Yokohama as our new Official Shirt Partner and we look forward to a successful relationship with them,” said Chelsea Chairman Bruce Buck.

“Chelsea and Yokohama are a perfect fit. Both are global organisations with a focus on performance and innovation, as well as having huge ambition and an unwavering culture of success.

“We believe that Yokohama will play a key role in helping us drive our global expansion in international markets such as the US, where they have operated with distinction for many years.

“Also, of course, Chelsea having such an esteemed and historic Japanese company as our partner enables us to accelerate our development in their home market too.

“We are also looking forward to working with Yokohama on our community projects around the world through the Chelsea Foundation, when together we can use the power of sport as a force for good.” 

Yokohama take over from South Korean electronics giant, Samsung.

“I would also like to express my sincere gratitude to Samsung, with whom we have had a successful and rewarding relationship since 2005,” added Buck.

“Chelsea has demonstrated through that 10-year partnership that we can play a critical role in helping our partners achieve their global growth objectives. We look forward to accomplishing similar success with Yokohama.”

Mr Nagumo, Chairman and CEO of The Yokohama Rubber Company Ltd, said: “This shirt partnership with Chelsea will give Yokohama an opportunity to showcase our company to a huge worldwide audience thanks to Chelsea’s ever-growing popularity.

“We see our partnership with Chelsea as an integral part of our global expansion plans as we enter Phase IV* of our Grand Design 100 plan. We look forward to launching our iconic new Chelsea Yokohama shirt this summer.’

The agreement, the first major commercial deal signed under Christian Purslow, the club’s Head of Global Operations who joined from Liverpool in 2014, underpins Chelsea’s strategy to be one of Europe’s leading football clubs with a self-financing model which is fully compliant with the UEFA Financial Fair Play rules.

Research from Repucom suggested that the value of Premier League shirt sponsorship deals had risen 36% in 2013/14, with foriegn investment fuelling that growth. Chelsea's announcement with the Japanese tyre manufacturer places them behind Manchester United (Chevrolet) as the two most valuable shirt sponsorship deals in the Premier League.

*Yokohama’s Grand Design 100 Management Plan was launched in 2006 and covers a 12-year period that includes their corporate centennial in 2017. The plan comprises four three-year segments, each focused on a strategic theme to maximize customer value and expand the company’s global scope. Yokohama are now just entering the fourth and final phase which focuses on growth of annual net sales, annual operating income and operating profit margin.

 

Posted by: Aaron Gourley 

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