Circle Becomes Chelsea’s Front-of-Shirt Sponsor in Premier League First for Crypto

Circle is now the front-of-shirt sponsor of Chelsea FC, the first time a crypto financial services company has occupied the main jersey slot at a Premier League club. The agreement, announced Friday, makes Circle a principal partner and puts USDC branding on Chelsea’s men’s, women’s and academy shirts beginning with the 2026/27 season.

Neither side disclosed financial terms. Reports earlier this year said Chelsea was seeking £65 million a year, about $88.3 million, for a slot that had been empty for three years; the club opened its season away at Fulham on Aug. 24 wearing a blank shirt. The kit appeared for the first time Sunday at Stamford Bridge, where Chelsea beat Brighton and Hove Albion 4-3. Circle CEO Jeremy Allaire said tying USDC to a club with a worldwide following reflects the currency’s own cross-border design. Chelsea FC President Jason Gannon said the deal puts the club at the front of football’s digital shift.

USDC supply stands at $73.9 billion, about 26% of the $289.8 billion dollar-pegged stablecoin market, against Tether’s $183.4 billion.

The UK’s Financial Conduct Authority warned Premier League and other clubs in June about sponsorship arrangements with unauthorized crypto firms, citing financial crime and reputational risk. Circle acquired its UK e-money license in 2016.

Crypto’s football spending until now stopped short of the shirt front. OKX and Kraken took sleeve positions at Manchester City and Tottenham Hotspur, with OKX’s deal reported at $70 million a year in 2023, and Tezos paid a reported £20 million a year for Manchester United’s training kit.

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