English soccer giants Chelsea have announced a new partnership with energy drink brand Predator Energy, a subsidiary of Monster BevCorp.

The long-term partnership designates the brand as the London club’s official energy drinks partner and official hydration partner.

As part of the deal, Predator Energy products and branding will be visible at the men’s team’s training sessions and matchdays.

Predator Energy will also be able to promote its brand across the club’s website and digital channels, with men’s team players set to feature in Predator advertising and at global retail point-of-sale displays.

Additionally, co-branded products will be released, and the two entities will collaborate on fan experiences at both Chelsea’s Stamford Bridge stadium and internationally.

Chelsea’s chief revenue officer Casper Styslvig said: “We’re really excited to welcome Predator Energy to the club as our new official energy drinks partner and official hydration partner.

“As a brand, Predator Energy is hugely committed to football and has a track record of creating exciting and entertaining rewards for its global fans.”

Rodney Sacks, chairman and co-chief executive of Monster Energy Company, added: “With the club’s truly global and passionate fanbase, we look forward to unlocking great fan experiences for our consumers across the world. Domestically, we also have some big plans.”

Earlier this month Chelsea (who have played two Premier League games so far in 2024-25, losing one and winning the other) announced events and ticketing platform Fever as a major new partner for the 2024-25 season.

As principal partner, Fever will gain prominent branding on Chelsea's shirt sleeves across all home, away, and third kits during the partnership.

The deal, however, only fills one shirt sponsorship slot for Chelsea, as the main front-of-shirt rights are still yet to be sold. This represents the second season in a row in which Chelsea have played their first Premier League game without a front-of-shirt sponsor, with Infinite Athlete having only signed up to that role last campaign in late September 2023.

Infinite Athlete downgraded their deal since the end of last season, having only been front-of-shirt sponsor for the club's pre-season tour of the US, before switching their deal to sleeve sponsor for club training kits.

A source familiar with the deal has told Sportcal that the valuation Chelsea have put on the sponsorship inventory is far in excess of what prospective partners are willing to pay given that the club finished seventh in the Premier League in 2023-24.

Meanwhile, fellow Premier League side Manchester City have announced the renewal of their long-term partnership with video game company EA Sports.

The tie-up, which was originally struck in 2011, involves the two entities collaborating on digital experiences and content for fans globally through the EA Sports FC game (formally the FIFA series).

This years’ edition sees the addition of City’s women’s stadium, the Joie Stadium, as one of the first women’s stadiums available in the series.

The partnership also involves collaborative new player announcements, seen most recently with the returning Ilkay Gundogan predicting his FC 25 ratings as part of the announcement of his return to the club.

Peter Laundy, senior vice president of partnerships at City Football Group, said: “We are extremely pleased to extend our partnership with EA Sports who have enabled us to expand our presence in the world of EA Sports FC and connect with a young demographic of new and existing fans, some of whom have chosen to follow Manchester City after engaging with us on the game.

“EA Sports have created a true legacy with FC and we are proud to have worked with them across multiple successful campaigns over the years that have authentically engaged our global audience in and off-the-pitch space.”

James Taylor, director of FC partnerships at EA added: “A 13-year partnership is an incredible milestone, and we are thrilled to extend this partnership further with Manchester City.

“Through the years we’ve been able to collaborate on some iconic footballing moments and having both men’s and women’s teams feature in FC, we’re able to bring fans worldwide closer to the players and club they love.”

Last month EA Sports and Italian soccer giants Napoli announced an exclusive multi-year partnership.

The deal entails Napoli being fully integrated into the FC 25 video game, including in FC Mobile and FC Online.

The club had previously been partnered with EA’s competitor Konami, the Japanese video game company.

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