Chelsea and Three have rekindled their partnership as the Blues' sponsor decided to restart their marketing activities immediately following the club's takeover. Three have welcomed the new ownership fronted by Todd Boehly and intend to pick up where they left off before the club was sanctioned, and are looking to be proactive in connecting supporters to the club.
The mobile and internet provider suspended their sponsorship of the Blues in the aftermath of Roman Abramovich being sanctioned by the UK government, as did Hyundai. Three hoped that they would see their logo removed from Chelsea shirts and Stamford Bridge but the Blues' maintained their presence for the final months of the season.
The decision of Three in contrast to sponsor Trivago, proved unpopular with many supporters across social media, but the company is content with its decision in light of government sanctions and the war in Ukraine, outlining that it is one that was not made lightly.
