Chelsea announce Three UK as the club's first women's-only principal partner with telecommunications giant to sponsor training kit a year on from end of shirt deal

Chelsea have announced Three UK as the club's first women's-only principal partner with the telecommunications giant to sponsor their training kits.

Shortly after unveiling a long-term strategic plan to accelerate the growth of the women's team, the Blues have unveiled their latest commercial deal which places Three, one of the UK's largest mobile networks, front and centre on their sportswear.

Three were previously the main shirt sponsors for the men's and women's sides with a high-profile three-year partnership announced in January 2020. 

But following the outbreak of war in Ukraine, the company was pressured to sever their ties with Chelsea, then owned by Russian oligarch Roman Abramovich. 

After Abramovich was sanctioned by the UK government and saw his assets frozen, Three suspended their marketing activities. Their name, however, continued to appear on the club's shirts as Chelsea Women won a league and cup double.

The suspension saw the brand removed from shirts and around Stamford Bridge.

Chelsea were sold to a consortium fronted by American businessman Todd Boehly in 2022 and the mobile phone company resumed the partnership. Last season, their shirt sponsorship deal ended after the culmination of the three-year contract.

The brand continued in their role as the club's official telecommunications partner.

From next season, Three's branding will be displayed on the Women's Super League champions' training kit as well as warm-up shirts on matchday and travel gear.

Three will also have exclusive offers on tickets and merchandise on their app.

Elaine Carey, Three UK and Ireland's chief commercial officer, said:  'At Three, we are proud to shine a light on female talent, both on and off the pitch which is why the partnership with Chelsea Women is the perfect fit. 

'Following an incredible number of years building the WeSeeYou [a national platform founded alongside Chelsea in 2022] network, we're excited to continue supporting, celebrating, and connecting women in sport, to help them reach their full potential.'

Chelsea's chief revenue officer, Casper Stylsvig, added: 'We are thrilled to announce the renewal of our partnership with Three. 

'Since we began working together in 2020, they have been a steadfast supporter of the club and created really impactful campaigns, like the "Talk More Than Football" mental health initiative.'

'Three have consistently delivered best-in-class initiatives in the women's football community, and their new role as a Principal Partner of the team is a perfect illustration of our joint passion for the game and ambition to be innovative.'

Sports technology firm Infinite Athlete sponsored Chelsea's shirts last season. Sporting their logo, Chelsea Women won a fifth successive WSL title in May.