Circle Internet Group has become the principal front-of-shirt sponsor of Premier League club Chelsea FC, with the USDC stablecoin logo set to appear on the team's jersey starting in Chelsea's home match against Brighton on Sunday. Financial terms were not disclosed.
The sponsorship deal marks the first time a crypto financial services firm has secured the main shirt sponsorship of a Premier League club. Prior crypto-related deals in English top-flight football have been sleeve sponsorships or secondary partnerships. Earlier reports had valued the sponsorship slot at around £65 million ($88.3 million) per year, though Circle has not confirmed the deal's financial value.
Circle, which issues and manages USDC, a dollar-backed stablecoin with a market capitalization near $25 billion, will have the digital currency brand reach Chelsea's global fanbase across more than 170 countries. Chelsea FC competes in England's top division and plays at Stamford Bridge in west London. The club's principal partnerships carry significant visibility during televised matches, which reach hundreds of millions of viewers weekly during the domestic and European seasons.
The USDC logo will replace Three, the UK mobile carrier, as Chelsea's front-of-shirt sponsor. Three held the partnership since 2022. Sponsorship deals for Premier League clubs typically span multiple seasons, though Circle and Chelsea have not disclosed the term length.
Circle holds a Money Transmitter License in multiple U.S. states and is incorporated in the United States. The partnership places USDC's presence beyond cryptocurrency trading venues and into mainstream consumer channels. Chelsea's kit reaches viewers with no prior exposure to stablecoins or blockchain technology.
Circle's principal competitors in the stablecoin market, Tether, which issues USDT with a market cap exceeding $120 billion, and USD Coin competitor Paxos, have not secured comparable top-tier sports sponsorships in English professional football. The visibility the partnership grants Circle and USDC extends well beyond the crypto sector, placing the brand in front of viewers on match days and across all broadcast media featuring the club.
The deal announcement came on Thursday, two days before the kit's scheduled debut. Circle did not disclose the full contract value or term, and Chelsea has not confirmed the £65 million annual figure reported in prior media coverage. The number to watch is whether Circle renews the partnership beyond its initial term.
