Top-flight English soccer side Chelsea have confirmed Korean carmaker Hyundai as their new sleeve sponsor until 2022.
The four-year deal, which also lists Hyundai as the Premier League outfit’s global automotive partner, will see the company’s logo replace Alliance Tyres on the left sleeve of the team’s playing shirts.
News of the partnership was first reported in May by The Times newspaper, which claimed the agreement would be worth UK£50 million over five years. That figure would represent the biggest sleeve sponsorship deal in the Premier League, although the final sum is likely to be less now that Chelsea have confirmed just a four-year contract.
“At Chelsea we pride ourselves on partnering with some of the world's leading companies and we look forward to working closely with Hyundai as they seek to reward, engage and entertain our global fanbase,” said Chelsea’s commercial director Chris Townsend.
The partnership marks Hyundai’s first move into the UK soccer market, and will also see the company benefit from car displays at the club, LED perimeter branding at Stamford Bridge, and various media and digital content rights.
“Just as we always place the customer first, so we have always positioned fans at the heart of our activities throughout our long-running engagement in football” added Andreas-Christoph Hofmann, vice president of marketing and product at Hyundai Motor. “We will be taking the same approach with Chelsea fans as we kick off this new partnership. Along with our existing partnership with Olympique Lyonnais, this marks the start of a new pan-European sponsorship approach that will include other top clubs in Europe.”