Chelsea Sponsor Teams Up With WePlay

03 Aug 2015 | tshego

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Yokohama, the new official shirt sponsor of Chelsea FC, has appointed digital sports agency WePlay to support brand development through social.

WePlay has been tasked with handling the strategy and execution across all of Yokohama’s social channels, including Facebook, YouTube, Twitter and Instagram.

Yokohama’s five year sponsorship deal with the Premier League champions, signed in February, is one of the largest sponsorship deals in the history of English football. Worth a reported £40m a year, English football’s second biggest shirt sponsorship deal will run from the first team through to youth level of the club.

Manchester United’s seven-year deal with US car brand Chevrolet remains the biggest, worth around £50m per year.

Yokohama’s Kazu Sekiguchi commented: “Our deal with Chelsea FC is a key part of our plans to raise our global profile and WePlay will be fundamental to our efforts to promote this relationship.

“We knew that engaging Chelsea FC fans on social wouldn’t be something we could just do; we needed a partner who could use their expertise to support us and help us achieve our objectives. From our initial discussions, WePlay will do just that and more, and we look forward to seeing how our first forays go down with football fans.”

Luca Massaro, CEO of WePlay, added: “A lot of people will be curious to find out more about the company, especially when they see the name Yokohama Tyres sprawled across the front of one of England’s most successful football clubs. We’re looking forward to helping Yokohama capitalise on the influx of interest their agreement with last year’s Premier League champions will bring and showing them the full potential of social media.”