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Chelsea and property developer DAMAC have unveiled plans for four 130-metre skyscrapers in Dubai’s Maritime City.
The Blues-branded $1bn+ development is the first of its kind and is due to open in 2029 as part of a new partnership that also sees DAMAC appear as a front-of-shirt sponsor until the end of the season.
“People often ask me how this partnership started, and it’s actually a funny story,” said DAMAC’s managing director Amira Sajwani, speaking exclusively to GMS. “The short answer is that Chelsea is my husband’s favourite team! He’s a gung-ho fan, and that’s where the idea originated from.
“The long answer is, we wanted a football partnership and soon realised Chelsea was an incredible partner. It all started off on a much smaller scale and grew very quickly given our relationship with the club and how much we admired their style of working.
“One of our long-standing strategies has been to focus on wellness and this partnership ties into that. We are very proud of this unique project. It is the first football club-branded residence in the world.”
“DAMAC are world renowned in building luxury properties, and we are thrilled to be working with the industry leader to bring to market a first-of-its-kind branded Chelsea residence in Dubai,” added Chelsea president and COO Jason Gannon. “With the club located in the heart of London, the collaboration will bring Chelsea to life in Dubai and support our continued growth on the global stage. We can’t wait to see Chelsea Residences take its place in the Dubai skyline.”
The residential development has an imposing Chelsea lion by its main entrance and features 1,400 sea-facing homes starting from around £500,000. Four of these are penthouses, each themed around a different Blues legend.
There is also a Chelsea Sports Bar, special ‘Captain’s Table’ events – where guests can fine-dine with former Chelsea players – and a stunning rooftop football pitch. Other facilities include an athlete performance centre, aerial yoga studio, residents cinema room and aquarium lounge. There is even an infinity pool surrounded by blue sand, and every time Chelsea score, the towers will light up.
“As the Chelsea fans say, we want the residences to bleed blue!” said Sajwani. “We’ve worked very hard with Chelsea to ensure we really ingrain their identity into this project. The key is for it to be authentic, so that this is not just a branded residence for the sake of being branded.
“Although this is our first project with a football club, DAMAC has led the way in branded property collaborations. We’ve done them with brands such as Fendi, Versace, Paramount Studios and Roberto Cavalli. We are big fans of collaborations when we find a brand that shares our vision. I don’t think we could have chosen a partner that’s a better fit than Chelsea, and so we’re very excited.
“As for the specifics, there will be a football pitch on the roof, which is one of the most eye-catching features. Our gym is being built collaboratively with Chelsea since we want our residents or guests to be able to train in an elite environment. And our spa will have some treatments on offer to Chelsea players at Cobham.
“We are also going to open a museum honouring Chelsea players, past and present. And there will be a football simulator, kind of like the ones you see in golf, where fans can improve their skills. As for the four Chelsea-legend-branded penthouses, we will announce which players they will focus on in due course.
“We are a very dynamic family. We are ambitious and innovative and property will always be our baby. That’s why I think we align so well with Chelsea.”
DAMAC Open to Remaining Front-of-Shirt Sponsor
Current agreement only lasts until end of campaign
As part of the long-term property partnership, DAMAC have also become Chelsea’s front-of-shirt sponsor until the end of the season in a seven-figure deal.
DAMAC debuted in Chelsea’s 4-1 UEFA Conference League semi-final first-leg victory at Swedish side Djurgardens. The deal also covers Chelsea Women, meaning DAMAC were on show as the Blues celebrated their sixth-straight WSL title and the first under Sonia Bompastor. Chelsea Women can add further silverware on Sunday when they face Manchester United in the FA Cup final at Wembley, while the men’s team have a UEFA Conference League final against Real Betis on May 28 in Wroclaw.
Chelsea are working on securing a new long-term front-of-shirt sponsor for at least £45m-per-season. Although nothing is agreed yet ahead of 2025/26, which is why the club released a blank new home kit on Friday, the west Londoners have held positive talks since the turn of the year with multiple airline companies and at least one technology company.
DAMAC’s front-of-shirt sponsorship is intended to be short-term, a way of using empty ‘real estate’ in a way that suits both parties, but the door is not entirely shut on extending.
“Putting DAMAC front-of-shirt was part of an expanded partnership,” said Sajwani, who attended Chelsea’s 1-0 win over Everton in April. “I was joking with my team, before the Newcastle loss, that since we appeared on Chelsea’s shirt the men’s team won three games in a row and the women’s team secured the title, making us a bit of a lucky charm. Hopefully, Champions League and two trophies come between now and the end of the season.
“In terms of extending the front-of-shirt agreement, we never say no to anything without consideration. It’s all about the opportunities on hand at the time. It would be a massive honour for us to be on the front-of-shirt beyond this season, but the deal we have right now ends in May.
“We have a lot more planned with the club, including a few surprises. We want to actively engage with both the football club and its fantastic fans, so stay tuned for more news!”
DAMAC have already had launch events in Dubai, Abu Dhabi, Cairo and Stamford Bridge, while they view Chelsea as a long-term partner.
Their involvement with Chelsea is a welcome revenue boost for the Blues, and co-owner Todd Boehly will be well aware of the value given his Cain International company specialises in the property sector and manages over £12bn in assets.
For DAMAC, the partnership with Chelsea allows them to further raise their profile. But the real return on investment comes from the fact Dubai has one of the most booming property markets in the world and the Chelsea Residences are expected to sell out fast.
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