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Posted on February 21, 2026 9:00 pm | Updated on February 21, 2026 5:16 pm
Chelsea have finally secured a front of shirt sponsor as the Blues signed a deal with AI provider. There were plenty of questions, quiet talks, and visible blank space on those famous blue shirts. Now, the West London club have finally landed a new principal partner. Though it may not be the long term solution fans expected. But, it is a clear step forward after a complicated few seasons off the field.
For much of this season, Chelsea stood alone in the Premier League without a front of shirt sponsor. Telecommunications company Three walked away in 2023 following the sanctions linked to former owner Roman Abramovich. Since then, the club has struggled to secure a lasting deal. Short term arrangements with Infinite Athlete and Damac Properties helped bridge the gap. But, nothing kept going for long at Stamford Bridge.
Behind the scenes, value was the sticking point. The Blues were believed to be targeting around £65 million per season for a permanent partner. That figure showed both the club’s global reach and their desire to return to the top table commercially. Talks kept on going, and the empty shirt became a talking point among fans and rivals alike.
Now, as per reports, IFS have been named Principal Partner with immediate effect. Their logo will appear on the men’s shirts starting with this weekend’s Premier League clash against Burnley. For the women’s side, it wil be seen during Sunday’s FA Cup tie against Manchester United. It ends a tough run and gives the Blues a commercial boost at a key stage of the season.
Driving performance through innovation.
IFS joins Chelsea FC as our new Principal Partner, bringing Industrial AI technology to elevate every level of the Club. 📈
— Chelsea FC (@ChelseaFC) February 20, 2026
IFS Step In As Principal Partner With Clear Intent
IFS are described as ‘the world’s leading provider of industrial AI’. Their involvement goes far beyond just simple branding. Their name will feature on the shirts for the remaining three months of this season. But, the agreement itself is a multi-year deal and will run until 2028.
Jason Gannon, Chelsea president, made the club’s ambitions clear. He said: “We are incredibly proud to partner with IFS and leverage their leading edge AI software to help propel the club to even greater success.”
He added that the partnership is about controlling advanced technology and improving performance both on and off the football field.
From IFS’ side, chief executive Mark Moffat underlined the shared mindset. He said: “In sport as in industry, the margins are small, the stakes are high, and the right decision at the right moment is everything. That’s what IFS Industrial AI delivers for the industries that power the global economy. Chelsea FC holds itself to that same uncompromising standard, and that shared ambition is exactly why we’re proud to be their Principal Partner.”
The company’s software and AI agents are expected to support operations across the club. They will be aiming to sharpen decision making and efficiency in multiple departments.
What This Means For Chelsea’s Commercial Future?
IFS will not remain on the front of the shirts beyond this season. When the current campaign ends, the branding will come off. This comes even though the wider partnership continues. That leaves the door open for the Blues to pursue for the long term. They can look for a high value deal they have been chasing.
According to reports, the club still wants around £65 million from their next permanent sponsor. That target shows confidence in their market value despite recent instability and mixed results on the pitch.
In the short term, this agreement helps the image of the club. With that, it removes an unwanted distraction as well. In the long term, it hints at a broader strategy built around data and smarter decisions.
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