LONDON: Japanese tyre major Yokohama Rubber Co Ltd has expanded its ongoing £40 million ($52m) a year principal sponsorship of Chelsea FC to include the shirt sleeve of the current Premier League champions.
In addition to the Yokohama Tyres logo that has been prominently featured across the chest of the Chelsea FC jersey these past two seasons, the new jerseys to be worn by players during Premier League, FA Cup and Carabao Cup matches will feature the logo of the company’s recently acquired Alliance Tyres brand on the jersey’s left sleeve. The new jersey made its debut at Chelsea’s pre-season match with Arsenal at Beijing’s National Stadium (aka the Bird’s Nest) on July 22.
Yokohama concluded its $1.2 billion buyout of the Alliance Tire Group (ATG) on July 1.
The Premier League has granted clubs the opportunity to display two sponsors on their shirts frrom this season, with company logos set to replace the Premier League sleeve badge on the kits of several clubs from the start of the forthcoming season.
ATG is an off-highway tyre specialist brand to be launched by Yokohama in Europe as a start in 2017.
Seeking to expand its global tyre sales and brand recognition, Yokohama Rubber in July 2015 entered into a five-year partnership agreement with Chelsea FC, which has an extensive worldwide fan base. Yokohama Rubber expects the partnership with Chelsea FC, which last season recaptured the Premier League title, to increase the brand recognition for its Yokohama and Alliance brands by appealing to images associated with the champions.
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