English and French soccer heavyweights Chelsea and Olympique de Marseille have both unveiled significant new sponsorship deals.
English Premier League side Chelsea have brought in worldwide payments and financial platform Sokin as a new sleeve sponsor, in a multi-year deal, while Ligue 1's Marseille have announced similar global money transfer app Sendwave as a new premium partner.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Through the latter agreement, Sendwave, part of the Zepz group, will benefit from visibility on the lower backs of the Marseille team kit in all 2026-27 Ligue 1 games.
Stéphane Richard, Olympique de Marseille president, commented: "The arrival of a new international player by our side is an important show of confidence in the club. It confirms our ability to attract international companies that wish to support our development and back the team."
The Chelsea-Sokin deal, meanwhile, sees that brand – aside from the primary sleeve sponsorship element – become a principal partner of London club Chelsea, as well as the club's official business payments and FX partner. The deal covers both the men's and women's sides.
The Sokin logo will be covered on the sleeves of all kits worn by the men's, women's, and academy Chelsea sides, during matches, across the length of the tie-up.
That logo adorned the men's team's sleeves for the first time during Chelsea's 0-2 home loss to London rivals Tottenham Hotspur on Saturday.
Vroon Modgill, Sokin's chief executive and founder, commented: "Chelsea plays on the biggest stage in world football, and its business runs in dozens of currencies. Sokin was built for that with regulated, multi-currency payments and foreign exchange for organisations that operate internationally."
The most prominent move from Sokin – recently – in the sports sponsorship space saw the company brought in as the inaugural shirt sponsor for MI London, one of the teams from English domestic cricket's short-form The Hundred competition.
In terms of recent Chelsea commercial agreements, the West London club brought in global automotive brand GAC as a sponsor in early October.
Chelsea have also expanded their existing agreement with Fanatics-owned collectables brand Topps recently.
Chelsea currently sit fifth in the 20-team Premier League, after eight matches. Marseille, meanwhile, lie eighth in the 18-team Ligue 1.
Elsewhere in European soccer, troubled Spanish side Valencia have struck a two-season tie-up with fashion brand Scalpers.
A deal between those two parties was unveiled late last week, stretching across the 2026-27 and 2027-28 campaigns.
The agreement entails that the brand outfitting club players and staff with specifically-designed collections during the length of the deal.
The Scalpers collection for Valencia is now on sale.
Peter Lim, the unpopular owner of Valencia, confirmed late last week that a 42% stake has been sold to an investment group backed by the co-founders of the KKR private equity investment group.
The consortium taking over that sizeable minority stake is called Pitchwise Holdings.
