Chelsea shirts will have a new logo on the sleeve for the 2017/18 season after Chelsea agreed a sleeve sponsorship deal with Yokohama Rubber Co. Ltd.
Yokohama’s new passenger vehicle tyre brand, Alliance Tyres, which was launched in Europe in the start of 2017 will feature on the sleeves of the Chelsea shirt.
Chelsea commercial director Chris Townsend said: “We are delighted to be able to further expand our partnership with The Yokohama Rubber Co. Ltd. by helping to promote their Alliance Tyres brand to a global audience.
“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.
“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.”
The new sleeve sponsor will be seen for the first time when we face Arsenal in Beijing today.