Live Nation’s branding debuted on Chelsea’s shirts in their 2-1 FA Cup loss against Brighton on Saturday. (Steve Bardens/Getty Images)

Chelsea, the English Premier League soccer club, have unveiled events and ticketing company Live Nation as their new sleeve sponsor for the remainder of the 2024-25 season.

The firm has replaced rival events and ticketing platform Fever, which became the west London-based club’s sleeve sponsor in a short-term deal at the start of the season.

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The new partnership will see Live Nation branding feature on the sleeves of the Chelsea men’s and women’s kits, with the logo appearing for the first time during the men's team's 2-1 loss in the FA Cup against Brighton and Hove Albion on Saturday (February 8).

Casper Stylsvig, Chelsea’s chief revenue officer, said: “We are excited to welcome Live Nation to the club and our family of partners. To work in partnership with such a globally recognized company, at a time when our focus is on growth and innovation, will bring huge value to the club.”  

The company is among three principal partners for Chelsea, joining kit supplier Nike and training kit sponsor Bingx.

The club, however, is still without a main front-of-shirt sponsor for this season.

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Last season, Chelsea also began the Premier League campaign without a primary shirt sponsor but agreed a deal with Infinite Athlete in late September 2023. On this occasion, with just 14 games to go in the league, the team appears set to go the entire season without one.

Chelsea recently secured several new commercial deals, including a tie-up with the Twilio customer engagement platform earlier this month and a new regional sponsorship agreement with crypto casino Roobet in January.