Chelsea expands TMGM partnership into Middle East

Chelsea have renewed their regional partnership with TMGM for a fourth year, extending the online trading company’s rights beyond Asia-Pacific into the Middle East.TMGM has been Chelsea’s Official Online Forex and CFD Trading Partner in Asia-Pacific since 2023, with the expanded agreement adding a second major regional market to the relationship.TMGM said: “Over three years, our relationship with Chelsea FC has evolved from regional activations to high-profile moments, including visibility on the club’s FA Cup shirts and its Asia-Pacific tour.“Entering our fourth year and extending into the Middle East creates opportunities to connect with more audiences through experiences that reflect the ambition of both organisations.”The new rights package will include visibility at Chelsea home matches, player and legend content, regional digital campaigns and a China-focused performance series.TMGM will also continue its Famous CFC fan engagement programme in selected markets, alongside hospitality and behind-the-scenes experiences at Stamford Bridge and Cobham.Chelsea said: “TMGM has focused on bringing its clients and our supporters closer to the club through digital-first content and in-person events across Asia-Pacific to great effect.“We are pleased to extend the partnership into a fourth year and look forward to building on its momentum across the region and also the Middle East.”The expansion follows a series of activations designed to move the partnership beyond conventional perimeter and digital exposure.TMGM branding appeared on the back of Chelsea men’s shirts during the FA Cup in 2026, while the company also became an official partner of the club’s Asia-Pacific pre-season tour.That programme included player appearances at TMGM’s Sydney headquarters, fan events in Bangkok and premium matchday hospitality.Expanding into the Middle East gives TMGM additional scope to use Chelsea as a customer-acquisition and brand-building platform in a region that has become increasingly important to online trading companies.The deal also fits Chelsea’s strategy of selling regional commercial rights to brands seeking targeted access to specific international fan bases rather than relying solely on global sponsorship packages.The fourth-year renewal therefore broadens both the geographic value of the partnership and the range of assets available to TMGM as it looks to build further brand awareness across Asia-Pacific and the Middle East.