Circle is now the front-of-shirt sponsor of Chelsea FC, the first time a crypto financial services company has taken the main jersey slot at a Premier League club.
The agreement was announced on Friday. It makes Circle a principal partner of Chelsea and places USDC branding on the shirts of the club’s men’s, women’s and academy teams starting with the 2026/27 season.
Neither side disclosed financial terms. Reports earlier this year said Chelsea had been seeking £65 million a year, about $88.3 million, for the position. The slot had been empty for three years, and the club opened its season away at Fulham on Aug. 24 wearing a blank shirt.
The kit appeared for the first time on Sunday at Stamford Bridge, where Chelsea beat Brighton and Hove Albion 4-3.
Circle CEO Jeremy Allaire said linking USDC with a club that has a worldwide following reflects the stablecoin’s cross-border design. Chelsea FC President Jason Gannon said the partnership puts the club at the front of football’s digital shift.
USDC market position and UK regulatory backdrop
USDC supply stands at $73.9 billion, about 26% of the $289.8 billion market for dollar-pegged stablecoins. Tether stands at $183.4 billion.
In June, the UK Financial Conduct Authority warned Premier League and other clubs about sponsorship arrangements with unauthorized crypto firms, citing financial crime and reputational risk. Circle acquired its UK e-money license in 2016.
Crypto sponsorship in football moves to the shirt front
Until now, crypto spending in football had stopped short of the front-of-shirt position. OKX and Kraken took sleeve deals at Manchester City and Tottenham Hotspur. OKX’s Manchester City agreement was reported at $70 million a year in 2023, while Tezos was reported to have paid £20 million a year for Manchester United’s training kit.