Chelsea, the English Premier League soccer club, has announced a new strategic partnership with Roc Nation Sports International (RNSI), the entertainment and sports management company, to expand its reach in the US market.

Through the partnership, RNSI will be tasked with driving brand awareness and fan engagement for Chelsea in the territory.

Through a “connected strategy” spanning music, influencer, and sports-led storytelling, the collaboration will aim to expand the club’s reach among US audiences while increasing engagement across key platforms.

The partnership will roll out through a series of integrated campaigns, content, and live experiences over the coming months.

Scott Fenton, brand director for Chelsea, has said: “This partnership represents a major step forward in how we connect with our fans in the United States. By leaning into culture, music, and creativity, we’re building deeper, more authentic relationships with a new generation of supporters.”

Michael Yormark, president of Roc Nation Sports International, added: “Football has never been more culturally influential in the US. Our ambition is to help Chelsea show up in the moments, platforms, and conversations that truly matter to the modern fan.”

The US is a key commercial market for many European soccer clubs with the upcoming World Cup taking place in the country.

Chelsea won the revamped FIFA Club World Cup in the US last year to boost their profile in the territory.

Most recently, the Matchroom Boxing events promotion partnered with Roc Nation Sports to expand its global footprint and unlock commercial opportunities in the US.

Chelsea will contest the final of this season’s FA Cup tomorrow against Manchester City at Wembley, seeking to win the iconic knockout competition for a ninth time - the last of which came in 2018.