Chelsea Signs Global Sponsorship Deal with Dubai’s DAMAC Properties.

Roger Hampel

Photo Credit: Chelsea FC

Chelsea Football Club has entered a new global partnership with DAMAC Properties, the Dubai-based luxury real estate developer. The agreement names DAMAC as Chelsea’s Official Property Development Partner and includes prominent shirt sponsorship rights for the remainder of the 2024/25 season.

Strategic Sponsorship with Global Visibility Chelsea DAMAC

As part of the deal, DAMAC’s branding will appear on the front of Chelsea FC’s men’s and women’s team shirts, starting with the upcoming UEFA Conference League semi-final match against Djurgarden.

The partnership offers DAMAC significant exposure through matchday broadcasts, global digital platforms, and on-ground activations during one of the most competitive phases of the football season.

This collaboration marks another example of luxury property developers using football sponsorships to align with globally recognized clubs and reach international consumer audiences.

Launch of Chelsea-Branded Residences in Dubai

The centerpiece of the partnership is the development of Chelsea Residences by DAMAC, a first-of-its-kind branded real estate project in Dubai’s Maritime City. With over 1,400 residential units planned, the project integrates Chelsea FC branding into its design — from concierge services and wellness spaces to high-performance facilities inspired by the club’s identity.

According to DAMAC, the development aims to blend luxury beachfront living with football-themed lifestyle amenities, targeting international buyers and Chelsea supporters seeking premium residential experiences in the UAE.

Real Estate and Football: Growing Intersection

The Chelsea–DAMAC partnership is the latest example of football clubs collaborating with real estate brands to expand their commercial footprints and lifestyle presence. For Chelsea, this partnership represents an opportunity to strengthen its global profile, particularly in the Middle East — a region with deep investment in both luxury development and European football.

From DAMAC’s perspective, the Chelsea tie-in provides global brand recognition and a unique value proposition in Dubai’s crowded high-end residential market. The project adds to the growing list of sports-branded real estate ventures aimed at high-net-worth individuals and football fans seeking exclusivity and brand association.

Business Context and Commercial Implications

The integration of DAMAC’s real estate portfolio with Chelsea’s global brand offers potential long-term returns through:

• Property sales tied to Chelsea fan loyalty

• Global media exposure through football broadcasts

• Co-branded luxury positioning across hospitality, wellness, and real estate sectors

It also reflects Chelsea’s evolving commercial strategy under its current ownership — focusing on diversified revenue streams, international fan engagement, and cross-industry partnerships beyond traditional sport sponsorship.