What is DAMAC - Chelsea new shirt sponsors confirmed as £1bn deal and kit decision explained

Eight-and-a-half months after the start of the season, Chelsea finally named their new front-of-shirt sponsor. DAMAC Properties will show off their logo on the kits for both the men's and women's teams until the end of May.

On Wednesday night, the same day as the announcement of the deal came, Sonia Bompastor's side were crowned WSL champions and played in the white away shirt with DAMAC emblazoned upon the front of it. Thursday's Conference League semi-final first leg meeting with Djurgarden will be the first time it is seen for the men.

After almost 12 months without a primary partnership or a front-of-shirt sponsor, Chelsea reached an agreement with DAMAC. It will not continue on to the Club World Cup in June/July or for the 2025/26 season.

Instead, Chelsea are still considering their options over a longer-term agreement. Multiple brands are still in talks in what is described to football.london as a 'competitive process.' Chelsea, it is stressed, are keen to find a deal with the right company.

At the centre of this is said to be an alignment with the club's strategy and values. Speaking as part of Wednesday's press release, club president and chief operating officer Jason Gannon - who is in Sweden for the Djurgarden clash along with co-sporting directors Laurence Stewart and Paul Winstanley as well as co-owner Behdad Eghbali - said: "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 FC residence in Dubai."

He added: "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."

DAMAC Properties' managing director of sales and development, Amira Sajwani, said: "This launch marks the first of an elite collection that celebrates not just the passion of Chelsea FC but its enduring legacy, innovative spirit and relentless pursuit of excellence. This initiative goes beyond celebrating the beautiful game; it sets a new benchmark for those who expect nothing less than the exceptional, every time."

But who and what exactly is DAMAC? Well, the company will be Chelsea's official property development partner and has committed to designing and launching a new £1billion development of Chelsea-themed buildings in Dubai. Targeting the luxury real estate market, the project will include over 1,400 residential units in Maritime City.

Founded in 2002 by DAMAC Group of Companies, the Middle East-based group are "renowned for creating projects that blend innovative design with exceptional amenities, offering an unparalleled living experience in prime locations around the globe," in their own words.

Hussain Sajwani, the Emirati billionaire and businessmen, is the man behind the company. He founded DAMAC and has a net worth of over £8billion.

Sajwani has worked with Donald Trump previously to create bespoke golf course developments and has co-branding deals with Versace and Bugatti. He is described as having 'extravagant' marketing strategies and shifted his attention to real estate in 2001 having initially gone into food services with the American military.

In the family-run business, Ali Sajwani is managing director along with Amira. Abbas Sajwani is a board member. Essa Ibrahim is vice president of investments, Sofyan Khatib is a group director, Sandip Bhatt is chief investment officer, Danish Nayar is senior vice president of investments and acquisitions, MP John is chief human capital officer, and Mohammed Tahaineh is general manager of projects.

As for DAMAC themselves, their website states that they "strive to set new standards for design, craftsmanship and inspired lifestyle." They add that "DAMAC is redefining luxury living," and "as a leading luxury real estate developer, DAMAC believes in developing and nourishing superior residential communities that deliver outstanding return on investment, while offering residents differentiated properties and services."

DAMAC continue: "From world-class master communities and luxurious residential towers to expansive master-planned developments and exclusive island resort residences, DAMAC Properties is renowned for creating projects that blend innovative design with exceptional amenities, offering an unparalleled living experience in prime locations around the globe."