Chelsea, the English Premier League soccer club, have announced a new commercial partnership with Legora, the AI platform for legal professionals.
As part of the multi-year agreement, the platform’s branding will feature on the sleeve of training kits worn by the club’s men's, women's, and Academy teams.
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The Swedish-founded company will also serve as the club’s official legal AI partner.
Legora will feature on Chelsea’s training kits alongside cryptocurrency company BingX, which has a prominent placement on the front.
The west London club extended its partnership with BingX in April for the 2026-27 season.
BingX 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.
Legora becomes the latest AI-based legal platform to enter the sports market, with Harvey securing deals with several properties, including Chelsea's local rivals Fulham, French giants Paris Saint-Germain, Germany's VfB Stuttgart, and the US Open tennis grand slam.
As with recent seasons, Chelsea are again in the market for a permanent front-of-shirt sponsor, with the club’s short-term agreement with AI software company IFS concluding at the end of the 2025-26 campaign.
IFS will remain a global partner of the team as part of a wider multi-year tie-up.
In terms of recent commercial activity, Chelsea announced a new strategic partnership with Roc Nation Sports International (RNSI), the entertainment and sports management company, last month to expand its reach in the US market.
The club also recently partnered with Moët Hennessy, the wine and spirits division of French luxury goods conglomerate LVMH.
With Chelsea missing out on the lucrative UEFA Champions League club competition next season, the club is seeking to increase its commercial revenue to shrink its financial losses.
The Premier League outfit posted the largest pre-tax loss in league history of £262.4 million ($346.3 million) in 2024-25.
The loss comes despite the club bringing in £490.9 million in revenue, which Chelsea claims is their second-highest income total ever.
Chelsea finished 10th in the Premier League last season and will not compete in European competition at all next year.
