Sydney – September 21, 2026 -- TMGM Group has extended its sponsorship of Chelsea Football Club into a fourth year, expanding its regional rights to include the Middle East alongside its existing Asia-Pacific footprint.
TMGM branding appeared on Chelsea's FA Cup shirts for the first time in club history in 2026
The milestone marked the highest-profile moment yet in the three-year partnership. TMGM also joined Chelsea's 2026 Asia-Pacific Pre-Season Tour as an Official Partner, securing open training access, pitch-side presence and post-match tunnel experiences for clients.
Chelsea players Cole Palmer and João Pedro visited TMGM's Sydney headquarters during the tour
The visit formed part of a broader activation schedule that included The Famous CFC fan event in Bangkok, where hundreds of supporters attended a live match screening featuring an appearance by former Chelsea captain John Terry. Additional activity included premium home-match hospitality, behind-the-scenes visits at Chelsea's Cobham training ground, and player-led content under TMGM's "Trade like a lion" campaign.
Year four adds a China-focused performance series and Middle East market entry
Under the renewed terms, TMGM's expanded regional rights will cover brand visibility at Chelsea home fixtures, original content featuring current players and club legends, and regional digital campaigns. The Famous CFC fan events will continue in selected markets, with clients retaining access to hospitality and behind-the-scenes experiences across Chelsea's matchday, stadium and training environments.
"Entering our fourth year and extending into the Middle East creates opportunities to connect with more audiences through experiences that reflect the ambition of both organisations," TMGM said.
Chelsea Football Club said TMGM's digital-first content and in-person events across Asia-Pacific had brought clients and supporters closer to the club, and confirmed plans to build on that momentum in the region and the Middle East.