Chelsea Football Club has embarked on a groundbreaking partnership with Dubai-based luxury real estate developer DAMAC Properties, unveiling the first-ever football-themed branded residences in Dubai. This collaboration, announced on April 30, 2025, also sees DAMAC becoming Chelsea’s front-of-shirt sponsor for the remainder of the 2024/25 season.
Introducing Chelsea Residences by DAMAC
At the heart of this partnership is the launch of “Chelsea Residences by DAMAC,” a luxury waterfront development located in Dubai Maritime City. This project will feature over 1,400 residential units, each offering stunning sea views and access to exclusive Chelsea-branded amenities focused on health, fitness, and wellbeing.
The residences aim to seamlessly integrate Chelsea FC’s rich heritage into their architectural design, concierge services, and high-performance spaces, setting a new benchmark for luxury living in the region. Amira Sajwani, Managing Director of Sales & Development at DAMAC Properties, emphasized the project’s uniqueness: “This initiative goes beyond celebrating the beautiful game; it sets a new benchmark for those who expect nothing less than the exceptional, every time”.
DAMAC: Chelsea’s New Front-of-Shirt Sponsor
In addition to the real estate venture, DAMAC Properties will feature as the front-of-shirt sponsor for Chelsea’s men’s and women’s teams for the remainder of the 2024/25 season. The new kit, debuting during the UEFA Conference League semi-final against Djurgården on May 1, 2025, symbolizes the deep strategic alignment between sport and luxury real estate .
Jason Gannon, President and COO of Chelsea Football Club, expressed enthusiasm about the collaboration: “DAMAC are world-renowned in building luxury properties, and we are thrilled to be working with the industry leader to bring to market a first-of-its-kind branded Chelsea FC residence in Dubai. With the club located in the heart of London, the collaboration will … supporting our continued growth on the global … “.
Strategic Implications and Future Prospects
This partnership represents a strategic move for Chelsea FC to expand its brand presence in the Middle East, tapping into the region’s growing appetite for luxury lifestyle experiences intertwined with sports. For DAMAC Properties, aligning with a globally recognized football club like Chelsea enhances its portfolio of branded residences, following previous collaborations with luxury brands such as Versace and de GRISOGONO.
The Chelsea Residences by DAMAC project is poised to attract international investors and high-net-worth individuals seeking unique lifestyle properties that offer both luxury living and a connection to the world of football. As branded real estate gains momentum in Dubai, this collaboration sets a precedent for future partnerships between sports entities and luxury developers.
