June 26 – Chelsea have added another technology company to their commercial portfolio, announcing a multi-year partnership with legal AI platform Legora, whose branding will appear on the sleeves of the club’s training kits across the men’s, women’s and Academy teams.
The agreement will put the Legora brand on the training ground rather than on matchday shirts – a move which the company have labelled as a focus on preparation and performance rather than consumer marketing.
Chelsea’s own legal department already uses the platform as part of its contract management and legal workflows.
Founded in 2023, Legora develops AI tools designed to assist lawyers with research, drafting and document review, and Chelsea’s legal team has been among those integrating the software into its day-to-day work.
The deal puts football’s growing appetite for artificial intelligence partnerships back into the limelight. With Europe’s juggernauts digitising to match the modern era, technology companies are becoming both valuable commercial partners and service providers.
Is AI taking over? Not quite – but clubs are increasingly turning to AI to cut corners and streamline processes.
Rob Hamblin, general counsel for Chelsea Football Club, said: “We are pleased to welcome Legora as an official partner to the club. Their focus on supporting professionals to perform at their highest level aligns closely with our own ambitions and values. Having Legora present on the training kit of our men’s, women’s and Academy teams is a reflection of our shared commitment to preparation, development and continuous improvement.”
Contact the writer of this story, Harry Ewing, at [email protected]