Chelsea Football Club has formed a new international partnership with DAMAC Properties, a leading luxury real estate developer based in Dubai.
Under the agreement, DAMAC becomes Chelsea’s Official Property Development Partner and will feature prominently as a shirt sponsor for the remainder of the 2024/2025 season.
DAMAC’s branding will feature on the front of Chelsea FC’s men’s and women’s team shirts, beginning with the upcoming UEFA Conference League semi-final clash against Djurgarden.
The collaboration gives DAMAC major visibility across matchday broadcasts, global digital channels and on-ground activations during one of the most high-profile stages of the football season.
A key element of the deal is the launch of Chelsea Residences by DAMAC – a first-of-its-kind branded real estate project in Dubai’s Maritime City. With plans for more than 1,400 residential units, the development weaves Chelsea FC’s identity throughout its design – from concierge services and wellness areas to high-performance amenities inspired by the club.
President and COO of Chelsea Football Club, Jason Gannon, expressed his support on the collaboration.
“With the club located in the heart of London, the collaboration will bring Chelsea to life in Dubai, support our continued growth on the global stage. We can’t wait to see Chelsea Residences take its place in the Dubai skyline,” he said via press release.
According to DAMAC, the project is designed to combine luxury beachfront living with football-inspired lifestyle offerings, targeting international buyers and Chelsea fans seeking a premium residential experience in the UAE.
Managing Director of Sales & Development of DAMAC Properties, Amira Sajwani, highlighted the significance of the collaboration, emphasising its groundbreaking nature.
“This launch marks the first of an elite collection that celebrates not just the passion of Chelsea FC but its enduring legacy, innovative spirit and relentless pursuit of excellence. This initiative goes beyond celebrating the beautiful game; it sets a new benchmark for those who expect nothing less than the exceptional, every time,” she said via press release.
The alliance represents the latest move by a football club to team up with a real estate brand to grow its commercial reach and lifestyle influence. For Chelsea, it’s a strategic step in bolstering its global presence, particularly across the Middle East – a region known for strong investment in both luxury development and European football.
From DAMAC’s perspective, the teaming up with Chelsea offers global brand exposure and a distinct market edge in Dubai’s competitive high-end property sector. The project adds to a growing trend of sports-branded real estate developments aimed at high-net-worth individuals and football enthusiasts who value exclusivity and brand alignment.
The integration of DAMAC’s real estate portfolio with Chelsea’s global brand presents strong potential for long-term returns through:
- Property sales driven by Chelsea fan loyalty
- Global media exposure via international football broadcasts
- Co-branded luxury positioning across the hospitality, wellness and real estate sectors
This joint venture also highlights Chelsea’s evolving commercial strategy under its current ownership — with a focus on diversifying revenue streams, deepening international fan engagement, and forging cross-industry partnerships beyond traditional sports sponsorship.
