Chelsea extend BingX principal partnership into 2026/27
Chelsea have extended their principal partnership with crypto exchange BingX for the 2026/27 season, securing continuity on training wear inventory as they push fan engagement and digital-led activations.
Chelsea Football Club have extended their partnership with BingX, keeping the crypto exchange as an Official Principal Partner for the 2026/27 season.The renewal maintains BingX’s position as the club’s training kit partner, preserving a premium commercial slot at a time when top-tier football inventory is under closer scrutiny from regulators, broadcasters and brand safety teams.John Rogers, Chelsea’s head of partnerships, said: "We are proud to extend our partnership with BingX, and continue the strong work delivered with our Principal Partner and training kit partner already. From day one, they have shared our vision of embracing innovation while putting fans and their community at the heart of everything we do together."This extension reflects the strength of our relationship and our belief in the potential of the digital world to enhance the experiences of our global fanbase."Chelsea said the relationship, launched in the 2023/24 season, has been built around digital content and campaigns intended to link the club’s global audience with BingX’s trading platform.The next phase is anchored by the ‘Trained on Greatness’ platform, which both parties are using to align high-performance sport messaging with product-led customer acquisition in digital finance.Chelsea and BingX said the partnership has focused on brand growth, fan engagement and enhanced customer experiences, with activations including community initiatives and giveaways.Pablo Monti, BingX spokesperson, said: "Renewing our partnership with Chelsea FC reflects BingX’s commitment to doubling down on world-class sports partnerships. The strengthened Trained on Greatness platform captures the discipline, preparation and ambition that define elite performance both on and off the pitch."These principles guide both world-class sports and our global trading community, and we look forward to continuing to innovate and deliver meaningful experiences for fans worldwide as we enter this next phase together."Chelsea are also using the renewal to drive direct-to-fan participation, launching a signed merchandise competition tied to the extension.The renewal adds to the recent rebound in crypto sponsorship activity after the pullback that followed market volatility, with rights holders increasingly favouring shorter renewals and tighter activation metrics.Chelsea’s next commercial tests are likely to centre on a long-term front of shirt partner with a number of short-term sponsors in recent years.