Chelsea FC have released a cool video showing how they made the mega Yokohama sponsorship deal.
The Blues have put together a slick video taking you through how they went about signing a new sponsor for their kit.
Samsung’s partnership with Chelsea came to an end this summer after a decade and the club were forced to explore alternative organisations to be branded across their blue shirts.
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The end result was the announcement of an absolutely huge £40 million per year deal with Japanese tyre manufacturers Yokohama Rubber.
The agreement represented the second most lucrative deal in the history of English football, falling foul of Manchester United’s contract with Chevrolet which is worth in excess of £50 million.
Everyone likes a bit of a behind-the-scenes look and this video provides just that. Moreover, it confirms how seriously Chelsea treat their commercial dealings.
Thirty-three companies were targeted on this mission, with Chelsea delivering personalised blue club-branded cases to the respective CEOs.
The package contained both a personalised shirt printed with their organisation’s logo as well as a personalised Premier League medal. A video then took them through a fantasmal simulation of their relationship with the club with fine details including the signature on the contract personalised to each firm.
There is no doubt that this courting tactic worked, with all 33 firms apparently responding. With the mega deal that was finally announced, there is little to dispute the bidding war referred to in the video.
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The business side of football has grown tremendously since the turn of the century with organisations and clubs alike waking up to the potential of the industry. Especially with Premier League clubs, whose games are watched in nearly every corner of the globe, the exposure possible from having your firm’s name on a football shirt is beyond vast.
Commercial revenue streams are now a significant contributor to a club’s earnings and in turn these deals help to finance activities on the field. Whether it be through facilitating the acquisition of a new star or the payment of a player’s wages, sponsorship is a key aspect of modern football.
With regard to Yokohama, meanwhile, it has just been announced that they will adjust the logo that appears on the shirts for next season. Instead of reading ‘Yokohama Tyres’, Chelsea’s three kits will carry just ‘Yokohama’.
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While many may regard this as a minor and laughable development, the fact that such a supposedly insignificant change is taking place further underlines the importance of the opportunity to the Japanese firm.
Football these days…eh?