MSC Cruises has resumed its sponsorship agreement with Chelsea FC after “temporarily withdrawing” marketing activities when the club’s former owner Roman Abramovich was sanctioned.
The line announced in March that it was pulling away from the agreement and “look forward to transition of ownership” as other sponsors – including mobile network operator Three – also suspended their partnerships.
Three last week announced it had also resumed marketing activities with the club following the £4.25 billion sale to a consortium led by American investor Todd Boehly and private equity firm Clearlake Capital which was completed on May 30.
Antonio Paradiso, MSC Cruises’ UK and Ireland managing director, said: “We’re delighted to kick-on with our Chelsea sponsorship and wish the men’s and women’s teams well in their bid for silverware during the upcoming season.”
In November 2021, the line extended its sponsorship deal with the west London-based football club. The current agreement runs for another two years until June 2024.
The collaboration includes LED perimeter advertising, VIP hospitality, star player engagement as well as a dedicated digital marketing presence.