English Premier League soccer giants Chelsea have extended their partnership with cryptocurrency company BingX, which will remain as an official principal partner of the club for the 2026-27 season.
Under the new agreement, BingX remains the club’s men’s training kit sponsor and will continue its strategy of prioritising digital campaigns and fan activations to boost engagement with its brand.
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The company said the next phase of its partnership will continue under the “Trained on Greatness” platform, which has been seen across Chelsea’s training wear and content.
John Rogers, Chelsea FC’s head of partnerships, said: “From day one, they [BingX] have shared our vision of embracing innovation while putting fans and their community at the heart of everything we do together.
“This extension reflects the strength of our relationship and our belief in the potential of the digital world to enhance the experiences of our global fanbase.”
The one-year extension builds on the pair’s original agreement signed in January 2024, which saw BingX serve as the west London club’s sleeve sponsor for the remainder of the 2023-24 season before switching to become its training club sponsor for the 2024-25 campaign.
Vietnamese technology firm FPT Corporation is the official sleeve sponsor for Chelsea for the remainder of the 2025-26 season as part of a deal expansion covering the men’s, women’s, and academy kits signed last October.
BingX, meanwhile, took over the training kit sponsorship from global travel and accommodation platform Trivago, which had held the rights since the 2021-22 campaign, and debuted its logo on the first team shirts days later during its Carabao Cup semi-final first-leg match against Middlesbrough.
The partnership came amid the club struggling to fill key sponsorship slots, having failed to secure a sleeve sponsor since Hyundai, the Korean car manufacturer, ended its deal with the club in 2022 after its previous Russian billionaire owner, Roman Abramovich, was sanctioned by the UK government.
The club is still in search of a permanent front-of-shirt sponsor, having played the majority of the 2023-24, 2024-25, and 2025-26 seasons without a primary shirt sponsor since its agreement with UK telecommunications network Three expired at the end of the 2022-23 campaign.
Sports technology and AI company Infinite Athlete was brought in as the club’s front-of-shirt sponsor for the remainder of the 2023-24 season, while Dubai-based property development company DAMAC Properties took over the designation for the final leg of the 2024-25 season.
In late February, Chelsea announced a deal with AI software company IFS to feature on the front of their shirts for the remainder of the 2025-26 season as part of a wider multi-year global partnership.
In terms of other sponsorship activity, the club secured online trading and investment services platform TMGM, which had expanded its deal to become their back-of-shirt sponsor last month, while also announcing commercial deals with Pegasus Airlines and the major soft drinks brand Coca-Cola.
The commercial agreement comes two weeks after it was announced that the club made the largest pre-tax loss in EPL history of £262.4 million ($346.3 million) in 2024-25.
This Chelsea loss comes despite the London giants bringing in £490.9 million in revenue, which Chelsea claims is their second-highest income total ever.
Last September, Chelsea reorganized its commercial team, confirming the departure of chief revenue officer Casper Stylsvig, and consolidating the role of commercial president Kline.
Kline now leads the club’s commercial team and joined Chelsea’s business leadership team along with chief digital officer Phil Lynch, who will continue to head up the club’s marketing, content, and product divisions.
Among the changes, James Murray, formerly chief strategy officer and head of business operations at the club, now assumes a new role as chief operating officer, taking on a wider remit of responsibility in the day-to-day running of club operations.
