Chelsea and DAMAC Unveil Ambitious Dubai Project with Rooftop Pitch and Luxury Apartments

Blues badge to feature on exclusive Chelsea Residences in landmark sponsorship move

In a bold and striking fusion of football and luxury real estate, Chelsea Football Club have taken their global brand to new heights—quite literally. The Blues have officially announced a landmark partnership with DAMAC Properties, a leading name in Middle Eastern development, which includes the construction of an eye-catching 1,400-unit apartment complex in Dubai. Dubbed the “Chelsea Residences,” the high-end development promises a unique blend of elite living and subtle football flair.

Complete with a rooftop football pitch emblazoned with the iconic Chelsea badge and even a “football simulation room” for residents, the project signals a new chapter in the club’s commercial strategy—and marks their growing footprint far beyond Stamford Bridge.

Luxury Living with a Football Twist

The Chelsea Residences are set to rise in one of the world’s most cosmopolitan cities, just 20 minutes from Dubai International Airport and overlooking the Arabian Gulf. DAMAC’s plans detail a collection of one, two, and three-bedroom sea-facing apartments, starting at a cool £445,000.

But what separates this from any other upscale property launch in the region is the integration of Chelsea’s identity throughout the entire experience. While this isn’t a theme park of blue kits and lion mascots, the subtle branding will be woven into everything—from concierge services to fitness areas and architectural accents. It’s about blending “modern sophistication, high-end finishes, and state-of-the-art materials” with just the right touch of Stamford Bridge DNA.

And yes, football fans will be pleased to know there’s more than a marketing gimmick in play: the rooftop pitch, with the Chelsea crest proudly on display, will be a genuine highlight of the building. Imagine a five-a-side under the Dubai sky, framed by the Blues’ emblem and a panoramic cityscape in the background.

A New Era of Sponsorship for the Blues

Djurgarden v Chelsea FC – UEFA Conference League 2024/25 Semi Final First Leg

The deal with DAMAC comes at a pivotal time for Chelsea. Having kicked off the last two seasons without a permanent shirt sponsor, the club’s commercial image had appeared a little disjointed. A short-term partnership with Infinite Athlete filled the gap during the 2023-24 campaign, but clearly, the club’s ownership were on the hunt for something with more stature—and staying power.

DAMAC’s logo made its first appearance on Chelsea shirts during the recent Europa Conference League win over Djurgarden, instantly turning heads. It’s the first time in nearly a year that Chelsea have had a front-of-shirt sponsor for a competitive fixture. And more than just a name on a jersey, this partnership is clearly designed to stretch into a far wider lifestyle brand experience.

“This is a first-of-its-kind collaboration,” Chelsea noted in their official statement, “with Chelsea FC’s famous brand woven into the fabric, from its concierge service to its high-performance spaces.”

It’s a calculated, ambitious pivot—merging football with lifestyle, and tying Chelsea’s identity to global luxury rather than just the Premier League matchday experience.

Why Dubai—and Why Now?

Brentford FC v Chelsea FC – Premier League

Dubai is no stranger to eye-catching developments or celebrity-branded real estate, but bringing in a top-tier Premier League club adds a distinctly sporting flavour to the mix.

For Chelsea, the timing makes sense. The club has a growing international following, particularly in the Middle East and Asia. With Premier League rights drawing record audiences across the globe and the appetite for luxury living in Dubai showing no signs of slowing down, the Chelsea Residences project is the kind of move that ticks boxes on both the football and financial sides of the table.

DAMAC, on the other hand, get a globally recognised brand with deep roots in sport and entertainment. It’s a partnership that aligns aspiration with accessibility—and gives fans an unexpected but intriguing way to live the Chelsea lifestyle, quite literally.

The Bigger Picture: Building Chelsea’s Global Brand

This isn’t just about apartments or even shirt sponsorship. It’s about what Chelsea are becoming under their current ownership—global, innovative, and commercially savvy. Since the Todd Boehly-led consortium took over the club in 2022, there’s been a clear shift toward ambitious branding ventures and international expansion.

The DAMAC partnership reflects that vision. It suggests Chelsea are looking to elevate themselves not just in footballing terms, but also as a luxury lifestyle brand, capable of commanding attention and revenue across industries.

It may also hint at the club’s ambitions off the pitch as much as on it. A return to the Champions League would no doubt increase the appeal of similar sponsorship deals and reinforce Chelsea’s status among Europe’s elite—something Boehly and his team are keen to re-establish after a turbulent period of transition.

What Comes Next?

As part of the current deal, DAMAC branding will appear on Chelsea shirts for the remainder of the 2024-25 season. Whether that becomes a long-term agreement remains to be seen, but early signs suggest this partnership is about more than just short-term visibility.

A successful run-in this season, particularly with European qualification on the line, could solidify Chelsea’s negotiating power for other global brand ventures. And with the Dubai project set to move forward, it’s possible we’ll see further collaborations—perhaps more Chelsea-themed developments, experiences, or international fan events linked directly to the DAMAC group.

One thing’s clear: Chelsea’s brand is no longer confined to the pitch.