Chelsea FC Women Extends Partnership with Škoda UK as First Official Back of Shirt Sponsor.

Roger Hampel

Photo Credit: Chelsea FC

Chelsea FC Women has announced the renewal and expansion of its partnership with Škoda UK, confirming the automotive brand as the club’s first-ever Official Back of Shirt Partner. The agreement extends into the 2025/26 season and beyond, deepening a relationship that began in January 2024 and reflects Škoda’s growing investment in women’s sport.

The new sponsorship arrangement will see Škoda’s logo featured prominently on the back of all matchday kits, beginning with the final games of the 2024/25 season. The branding debut will coincide with Chelsea’s record-breaking sixth consecutive Barclays Women’s Super League title celebration, marking a high-visibility moment for both parties.

Strategic Sponsorship in a Winning Environment Chelsea FC Women Škoda UK

The extension of the partnership comes at a time when Chelsea FC Women is dominating English football — having secured eight league titles in total and still pursuing a domestic treble. Škoda’s brand will also appear during the Adobe Women’s FA Cup final at Wembley on May 18, offering a major platform for exposure.

According to Giulia Mazzia, Commercial Director of Chelsea FC Women:

“To welcome Škoda as our first Official Back of Shirt Partner illustrates our ambition to innovate and integrate partners into our business model. Škoda helps us connect with fans locally and globally through both matchday presence and digital content.”

Beyond the Shirt: Mobility, Media, and Matchday Moments

Škoda’s commitment goes beyond branding. The company will provide Chelsea Women’s players and staff — including the Women’s Academy — with vehicles from its all-electric Enyaq range and the Kodiaq iV plug-in hybrid. This integration of product into the club’s daily operations further solidifies the partnership’s functional and symbolic value.

Škoda will also:

• Maintain title sponsorship of the “We Are Chelsea” podcast

• Release exclusive digital content across Chelsea FC Women’s and Škoda UK’s channels

• Lead the team bus into Stamford Bridge on select matchdays with a Škoda model — a symbolic “arrival” gesture that enhances visual storytelling on matchday

  
  

Amplifying Brand Values Through Women’s Sport

Škoda’s presence in women’s sport is not new. The brand has an established history in professional women’s cycling, including partnerships with the Tour de France Femmes and its Cycling Academy programmes. This new phase with Chelsea FC Women reflects a broader brand strategy that aligns mobility, inclusion, and high performance.

Kirsten Stagg, Head of Marketing at Škoda UK, emphasized the brand alignment:

“Chelsea Women exemplify many of the core values we hold at Škoda. It’s a privilege to partner with a team that shares our commitment to excellence and community.”

The brand has also signed five Chelsea players as official ambassadors, who will appear in digital media, community outreach programs, and internal brand initiatives.

Commercial Significance and Industry Context

This partnership reflects several growing trends in the sports business space:

• Premium real estate on women’s kits is gaining sponsor value as fan bases grow

• Brands are aligning with purpose-driven clubs that match their ESG and marketing values

• Digital-first fan engagement (via podcasting, player content, and experiential moments) is central to long-term sponsorship ROI

• Women’s football is now seen as a viable and high-impact platform for brand storytelling and global visibility