Chelsea Secures TMGM as Back-of-Shirt Sponsor for FA Cup Run

TMGM, an online trading and investment services provider, has expanded its partnership with Chelsea Football Club to become the English soccer club’s back-of-shirt sponsor for the 2026 FA Cup competition. This marks a first for the club, with TMGM’s branding prominently displayed on the men’s match shirts throughout their participation in the tournament, beginning with the fifth-round fixture against Wrexham this weekend.

Partnership Evolution

The partnership between Chelsea and TMGM initially began in 2023, with TMGM serving as the Premier League club’s official regional online forex and CFD trading partner in the Asia-Pacific region [MSN]. That initial agreement was renewed in 2024, with a continued focus on fan engagement initiatives within the region [MSN]. This latest enhancement elevates TMGM’s visibility and commitment to the club.

Strategic Focus on Asia-Pacific

Chelsea and TMGM collaborate on activations across the Asia-Pacific region, aiming to increase brand awareness for the Australian-based firm [Chelsea FC]. These activations include exclusive content, events and on-the-ground experiences designed to deepen the connection between the club and its worldwide fanbase.

Recently, TMGM served as the presenting partner of “The Famous CFC,” a global fan experience held in Bangkok, where hundreds of supporters gathered to watch Chelsea play Arsenal and participate in a Q&A session with former captain John Terry [Chelsea FC].

Broader Commercial Activity for Chelsea

This sponsorship deal is part of a broader trend of commercial partnerships for Chelsea. The club also has a deal with AI software company IFS, featured on the front of their shirts for the remainder of the 2025-26 season [MSN]. They have also expanded their partnership with FPT, a Vietnamese tech solutions firm, as their sleeve sponsor, and secured deals with Pegasus Airlines and Coca-Cola.

Bayern Munich and Bitpanda Renew Partnership

In related news, German giants Bayern Munich have also renewed and expanded their partnership with Austrian cryptocurrency firm Bitpanda, with Bitpanda now serving as the Bundesliga champions’ official online trading partner [MSN]. Bitpanda has sponsorship deals with several other European clubs, including Arsenal, Paris Saint-Germain, AC Milan, and FC Basel.

Unlike sleeve or front-of-shirt deals, back-of-shirt sponsorship is not permitted in the Premier League [Footy Headlines].