Chelsea Nets Shirt Sleeve Partner

23 Jul 2017 | tshego

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Chelsea has become the latest Premier League team to secure a shirt sleeve sponsor, after announcing Alliance Tyres ahead of the new Premier League season.

The brand of tyre was launched in Europe earlier this year and is produced by the club’s partner Yokohama Tyres, which acquired Alliance Tire Group last summer for $1.2bn.

The logo will appear on the left arm of the new 2017/18 Chelsea shirt.

Chelsea’s commercial director Chris Townsend said: “We are delighted to be able to further expand our partnership with The Yokohama Rubber Co. Ltd. by helping to promote their Alliance Tyres brand to a global audience.

“The new opportunity to brand the sleeve of the iconic Chelsea shirt is perfect for the right partner that wishes to capitalise on the huge reach of the Premier League and the many millions of Blues fans around the world.

“Yokohama is a premium tyre brand which manufactures a range of innovative products and their business has gone from strength to strength since our partnership began in 2015. We look forward to continuing to help grow their wider business through the inclusion of the Alliance Tyres branding.”

The Alliance Tyres logo first appeared on the Chelsea shirt sleeve at their pre-season match against Arsenal in Beijing.

After Premier League clubs were permitted to sell the new designation earlier this year, Chelsea joins the likes of Manchester City, Watford, Southampton, Swansea, Crystal Palace, Leicester City, Huddersfield and Stoke who have also all announced extra sponsorship this summer.