Circle Internet Signs Historic Deal as Chelsea's New Shirt Sponsor

Crypto financial services firm Circle Internet has become the new principal shirt sponsor of Chelsea FC, marking the first time a cryptocurrency company's branding appears as the main sponsor in the Premier League.

The agreement sees USDC-branded home kits debut on Sunday against Brighton and Hove Albion, but neither side disclosed the financial terms of the deal. Earlier reports indicated Chelsea was targeting 65 million pounds ($88.3 million) per year for the front-of-shirt slot.

This partnership comes amid increased UK regulatory scrutiny on crypto sponsorships, with the Financial Conduct Authority warning Premier League clubs in June that partnerships with unauthorized crypto firms could breach financial promotion rules.