Circle secures principal partnership with Chelsea Football Club to feature USDC branding on team kits from 2026/27 season, reportedly worth £60–65M annually.
DeFi & Yields ·
Circle's Internet Group has secured a principal partnership to feature USDC branding on Chelsea Football Club's kits beginning in the 2026/27 season, covering the men's, women's, and academy teams. The exact financial terms remain undisclosed, though Chelsea's commercial leadership had sought between £60 million and £65 million annually for the front-of-shirt placement. The partnership marks the club's first principal shirt sponsor since the 2022/23 season, with Chelsea having carried a blank front during the previous four campaigns.
Circle reported $73.3 billion in USDC circulation at the end of Q2 2023, representing 19% growth year-over-year. The company completed its initial public offering in Q2 2025 and has scheduled a public mainnet launch for its Arc blockchain on September 16, with BlackRock, Visa, and Mastercard among its founding validators.
The partnership underscores a broader trend of stablecoin issuers pursuing sports sponsorships—a strategy notably pursued by Tether as well. What remains uncertain is whether the reported £60–65 million annual asking price aligns with the final agreed value, as reports have suggested the deal may have settled at a lower figure.