Chelsea confirm Circle Internet Group as front-of-shirt partner

Chelsea have confirmed Circle Internet Group as their Principal Partner and front-of-shirt partner from the 2026/27 season, with the announcement made on Friday. According to Ben Jacobs, the agreement installs Circle as the primary shirt branding for the new campaign.

Front-of-shirt status denotes the lead logo position on match kits, while the Principal Partner designation signals top billing within the club’s commercial tiering. Branding is expected to appear once the 2026/27 kit is in use.

Financial terms and contract length were not disclosed.

Chelsea’s confirmation comes on Friday, indicating the collaboration takes immediate effect for 2026/27 competitive fixtures.

In Premier League club structures, a Principal Partner is ordinarily granted the most prominent shirt placement alongside a suite of marketing and digital rights, placing the brand at the forefront of matchday and media visibility.

The timing means Circle’s branding should debut as 2026/27 gets under way, subject to kit rollout and competition regulations.