Access All AreasLive Nation has become a ‘principal partner’ of Chelsea Football Club in a deal that will see the logo of the world’s biggest concert and festival promoter feature on the club’s men’s and women’s shirts.
At a time when the blending of live entertainment and sport, which has become known as ‘sportainment’, is on the increase, the deal is the latest move by Live Nation into the football world, having produced the UEFA Champions League Final Kick Off Show at Wembley Stadium before the match on 1 June last year, featuring a performance by Lenny Kravitz.
Commenting on the deal, which is set to run for the remainder of the 2024/25 Premier League football season, Casper Stylsvig, chief revenue officer for Chelsea Football Club, said, “We are excited to welcome Live Nation to the club and our family of partners. To work in partnership with such a globally recognised company, at a time when our focus is on growth and innovation, will bring huge value to the club.’
Live Nation UK SVP marketing Glen Littlewood said, “The power of live entertainment is key to our business, and although that entertainment usually takes place onstage for us, we look forward to playing our small part in the magic that takes place on-pitch with this partnership with Chelsea FC”.