TMGM, the online trading and investment services provider, has expanded its partnership with Chelsea to become the English soccer club’s back-of-shirt sponsor.
Described as “a club first,” the enhanced deal will see TMGM’s branding feature across the men’s match shirts throughout their participation in the domestic 2026 FA Cup competition, beginning with this weekend’s fixture against second-tier Championship side Wrexham in the fifth round.
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TMGM has had a partnership with Chelsea since 2023, serving as the Premier League club’s official regional online forex and CFD trading partner in Asia-Pacific.
That tie-up was renewed in 2024 and focuses on fan engagement initiatives in the region.
Chelsea and TMGM collaborate on activations across the Asia-Pacific region aimed at brand awareness for the Australia-based firm.
TMGM also activates the sponsorship through exclusive content, events, and “on-the-ground experiences.”
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By GlobalDataLate last month, 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.
As with the 2023-24 and 2024-25 seasons, Chelsea started this campaign without a primary shirt sponsor.
In October, the Premier League outfit also expanded its partnership with FPT, making the Vietnamese tech solutions firm its sleeve sponsor for the rest of the season.
In recent months, Chelsea have also announced commercial deals with Pegasus Airlines and the major soft drinks brand Coca-Cola.
Meanwhile, German giants Bayern Munich have renewed and expanded their partnership with Austrian cryptocurrency firm Bitpanda.
The expanded deal will see Bitpanda now serve as the Bundesliga champions’ official online trading partner.
Bayern first partnered with the company in January 2024.
Bitpanda has sponsorship deals with several European clubs, including England's Arsenal, French champions Paris Saint-Germain, Italy's AC Milan, and Swiss outfit FC Basel.
Elsewhere, the crypto firm has deals with the NFL and tennis’ top-tier ATP Tour.
Read – Deal Focus: Chelsea continue short-term shirt sponsorships with IFS deal
