RESOLVING THE LEDGER
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The Circle website arranged on a smartphone in New York, US, on Wednesday, Feb. 12, 2025. Circle Internet Financial Ltd.'s USDC stablecoin has gained back all of the market value it lost after the collapse in crypto prices following the failure of FTX. Photographer: Gabby Jones/Bloomberg via Getty Images | Bloomberg via Getty Images
Friday was a momentous day in the history of BlueCo Chelsea. Believe it or not, we finally got a proper front-of-shirt sponsor! I know! Absolutely unfathomable. And not just for the last few weeks or months of the season, almost right from the very start! (Well, other than the first two games but who’s counting?)
Speaking of counting, the actual amount of the sponsorship was not announced, but reports surmise it’s just about “the going rate for a top Premier League club”. Do we count as a top club? If so, perhaps we did in fact make good on our £50-60m hopes.
One less impressive count is the length of the contract, said to be just for an “initial” one year, with an option to extend. It’s not clear who has the option, or any other details about said extension. In fact, there’s very little detail at all about any of this, but I suppose that’s par for the course with these things.
What we do know is that Circle are a publicly traded financial platform company and they will be specifically marketing their USDC “stablecoin” on the front of our shirts. A stablecoin is like bitcoin, but tied to actual currency rather than just the figments of our imaginations. So it’s a lot more like cash, just done on a blockchain. (USDC stands for “US Digital Coin”.) Yes, we’re advertising money. Of sorts. Could be worse.
NEW FRONT OF SHIRT. 💙 Welcome to Chelsea, @USDC by @Circle . 🤝 From 2026/27, Circle becomes our new Principal Partner and Official Front-of-Shirt Partner across the men’s, women’s and academy teams. Bringing together the global game and the future of finance.
— Chelsea FC (@ChelseaFC) August 28, 2026
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