Chelsea Football Club has added to their line-up of principal partners announcing the Thai energy drink maker Carabao will be the official training wear partner starting in the summer of 2016. The 3-year deal worth $44.85 million will see the Carabao logo feature on all training gear of the Blues players and technical staff.
The deal marks the first time Chelsea have had a new sponsor dedicated to their training gear.
“We are delighted to form a new partnership with Carabao which represents the first time a football club has welcomed a new partner as its training wear sponsor,” Chelsea FC managing director Christian Purslow said.
“We are confident that adding Carabao to our family of global partners will, under Financial Fair Play rules, further enhance our competitiveness on the field while growing our popularity still further in Thailand where the club has always enjoyed incredible support. In return our global reach will help Carabao enter new markets and become synonymous with the Chelsea name.”
Carabao is probably not a familiar brand for most Chelsea fans. The energy drink is currently not available in Britain but plans are in place to distribute in England and around Europe starting next April. The expansion plans has targeted sales of 11% in Europe, 22% in the US, and 20% in Asia with sales of $6 billion which would make it the 4th largest energy drink maker in the world.
“I feel delighted to be a part of the Chelsea family,” Sathien Setthasit, Chairman and CEO of Carabao Group PLC, said. “For the past 10 years Chelsea has been one of the greatest teams in the Premier League. We are looking to expand into the world market and have found Chelsea to be a good partner to take us worldwide. I believe the partnership between Chelsea and Carabao will take us to the world and help us become very famous from now on.”