Strategic partnership extended

FPT and Chelsea FC last Wednesday announced the expansion of their partnership, under which FPT becomes a principal partner of the Premier League club for the upcoming season.

As part of this expanded partnership, the FPT logo will be represented on the sleeves of the Chelsea FC men’s, women’s and academy kits, symbolizing a deeper commitment to shared values of excellence, innovation, and global ambition, FPT said in its press release.

The market-leading digital technology solutions provider FPT and Chelsea FC first joined forces earlier this year in a new and innovative collaboration to transform the club’s digital capabilities and enhance the club’s fan engagement, bringing fans from across the world closer to the club.

Through several technology workshops at FPT’s innovation campus in Vietnam, Chelsea FC and FPT have identified and built a transformation roadmap that covers Digital Platforms, Customer Engagement, Business Operations, and Emerging Technologies.

With a laser-focus on driving high-performance business transformation, FPT solutions are now being embedded across the club to improve efficiency, scale operations, and elevate quality across almost every aspect of the club’s work.

"After six months of working together and FPT uncovering the power of Chelsea FC as a business-to-business platform, it is fantastic to celebrate the progress we have made and the opportunities that lie ahead by elevating FPT to a principal partner," it said.

“AI is transforming industries, and football is no exception. With our global pipeline of young, energetic digital talents, FPT is proud to deliver next-level, AI-first transformation for Chelsea FC, which accelerates innovation, as well as drives performance, fan experience, and community impact,” said Pham Minh Tuan, executive VP, FPT Corporation and FPT Software CEO.

“This partnership also reflects our enduring commitment to excellence, as a trusted digital partner in the UK’s innovation landscape and for global enterprises alike," he noted.

Behind the multi-million-dollar deal

Neither side disclosed the value of the sponsorship, but British sports media estimate that for FPT’s logo to appear on Chelsea’s sleeves, the company would have to pay no less than £15 million (around $20 million). The Sun reported the figure at £15 million, while The Athletic estimated the amount could range between £17-18 million ($24 million).

This figure positions FPT alongside major sponsors of leading clubs such as Liverpool (Standard Chartered) and Arsenal (Emirates), whose shirt deals are worth about £50 million ($66.57 million) per year.

“If the rumors are true, any Vietnamese company seeking to become Chelsea’s front-of-shirt sponsor would likely need to spend over VND1.65 trillion ($62.74 million) per year, and possibly more than VND2 trillion if Chelsea secures a Champions League spot,” a well-known football commentator said. “That’s a massive investment requiring serious consideration.”

Thus, FPT’s reported VND600 billion ($22.8 million) outlay to have its logo featured on Chelsea’s sleeves has stirred wide public discussion. Sports sponsorships are notoriously expensive but FPT’s move appears to be both strategic and symbolic.

The transition from a digital transformation partner to a principal partner took just six months, yet it has brought global recognition to FPT.

Following the announcement, FPT shares on the Ho Chi Minh Stock Exchange hit the ceiling price on October 21, rising to VND93,000 ($3.54) with more than 3.8 million buy orders at the ceiling price. The stock rebounded strongly after a period of decline and now reflects the firm’s 19% profit growth over the first nine months of the year.

Notably, on that same trading day, foreign investors returned as net buyers to the tune of VND2.4 trillion ($91.27 million) across all three bourses, with FPT being the most purchased stock, totaling VND524.7 billion ($19.95 million) in net inflows.

Industry observers regard this as a well-executed marketing and communications campaign, coinciding with FPT’s growing expansion in the UK and international markets. The partnership not only strengthens its brand visibility but also underscores its ambitions on the global stage.

Why Chelsea?

If brand exposure were the sole objective, FPT could have partnered with other Premier League giants such as Manchester City or Manchester United. Yet, its choice of Chelsea carries a deeper meaning.

Beyond its global stature and FIFA Club World Cup title, Chelsea holds a special place in the heart of Hoang Nam Tien, a founding member of FPT Corporation, vice chairman of FPT University’s Council, former chairman of FPT Telecom and FPT Software. Tien passed away on July 31 at the age of 56 due to cardiac arrest. A lifelong and devoted Chelsea supporter, he was often seen cheering for the club at public events.

In that sense, the reported £17-18 million FPT spent to place its logo on Chelsea’s sleeves may not be extravagant at all. On the contrary, it might well be considered a “golden goal” - one that wins the hearts of both football fans and investors alike.