Chelsea elevate TMGM deal with FA Cup back-of-shirt rights

Chelsea have upgraded their multi-year partnership with Australian online broker TMGM to include back-of-shirt branding on the men’s kit during the club’s 2026 FA Cup campaign, in what the Premier League side described as a first for the club.TMGM’s logo will appear below squad numbers on Chelsea’s men’s shirts in the FA Cup, starting with the fifth-round tie against Wrexham this weekend.John Rogers, Chelsea’s head of partnerships, said: “Our partnership with TMGM is rooted in the shared values of excellence, ambition and innovation that define both brands. "We are delighted to extend our already successful relationship by including TMGM on the back of our men’s shirts in the FA Cup competition this season; another example of harnessing the club’s global reach to drive further awareness and value for TMGM in a dynamic and meaningful way.”Chelsea said the enhanced agreement is designed to support “impactful activations” across the Asia-Pacific region, with the club pointing to fan events and on-the-ground experiences as a key part of the partnership strategy beyond matchday inventory.The club highlighted TMGM’s recent role as presenting partner of ‘The Famous CFC’ fan experience in Bangkok, where supporters gathered to watch Chelsea play Arsenal, including a Q&A with former captain John Terry.Nick Yang, TMGM’s chief commercial officer, said: “Chelsea Football Club represents one of the most iconic and globally recognised brands in football, and we are proud to deepen our partnership through this FA Cup campaign. "Being visible on the back of the men’s shirts for this season’s competition marks an exciting milestone for TMGM and reflects the strength of our collaboration since 2023.“From fan experiences such as The Famous CFC event in Bangkok to future activations across the Asia-Pacific region, our partnership is focused on creating meaningful moments that bring supporters closer to the club while continuing to grow the TMGM brand globally.”Premier League rules do not allow back-of-shirt sponsorship, so the exposure could be limited if Chelsea exit the FA Cup early.The move also underlines Chelsea’s continued reliance on short-term and competition-specific inventory as the club works to strengthen its commercial portfolio mid-season, following the recent appointment of IFS as front-of-shirt sponsor for the remainder of the campaign.