Bird & Bird advises Chelsea on UK’s largest Football Club sponsorship deal

26 April 2005

Samsung awarded rights in largest ever Football Club sponsorship deal in UK sports sector

International law firm Bird & Bird advised Chelsea Football Club in the largest ever football club sponsorship deal in the UK. At a press conference yesterday afternoon, it was announced that Chelsea had appointed Samsung as its official club sponsor, in a 5 year deal commencing June 2005.

Bird & Bird’s top rated sports group advised Chelsea FC on all aspects of this innovative global marketing partnership. The team was led by Justin Walkey (head of the sports group) assisted by Felicity Reeve (partner) and Morris Bentata (senior associate).

Partner Felicity Reeve said:

“This is an exciting deal to have been involved in. It is far more sophisticated than a traditional shirt sponsorship deal, involving the creation of an interactive partnership between Samsung (and its customers) and Chelsea (and its fan base), with a shared set of values centred upon excellence of product and performance. The deal involves mutually beneficial consumer orientated communication and marketing activities not only in the UK but also in key overseas markets such as Russia, China and North America.”

Paul Smith – Director of Business Affairs at Chelsea said:

“Bird & Bird are our preferred advisers on marketing and commercial matters, and for good reason. Their unparalleled professional expertise and industry knowledge made an invaluable contribution to securing this complex and significant marketing partnership for Chelsea Football Club. Thanks to Justin, Felicity and Morris for another top job”.

Samsung was advised by law firm Harbottle & Lewis (Bob Mitchell and Dalton Odendaal).

For more information on this, please contact Felicity Reeve on + 44 20 7415 6000. For more information on Bird & Bird please call Larry Cattle on +44 20 7415 6156.