Chelsea secure sleeve sponsor
Chelsea have announced their first ever sleeve sponsor as Alliance Tyres.
The tyre is produced by Yokohama Tyres, who are the shirt sponsors for Chelsea. The logo for Alliance Tyres will appear on the left sleeve of Chelsea’s shirt for the 2017/18 Premier League.
Neither the financial terms nor the duration of the contract have been disclosed. However, it is likely to run for the length of Yokohama’s shirt deal, which has three years of the initial five remaining.
"We are delighted to be able to further expand our partnership with Yokohama Rubber by helping to promote their Alliance Tyres brand to a global audience,” said Chris Townsend, Chelsea's commercial director. "The new opportunity to brand the sleeve of the iconic Chelsea shirt is perfect for the right partner that wishes to capitalise on the huge reach of the Premier League and the many millions of Blues fans around the world."
He added "Yokohama is a premium tyre brand which manufactures a range of innovative products and their business has gone from strength to strength since our partnership began in 2015. We look forward to continuing to help grow their wider business through the inclusion of the Alliance Tyres branding."