Chelsea FC: launch of the 2020-21 shirt via a video and a display at Piccadilly Circus (London)

Chelsea FC (Premier League) has presented its new home shirt (designed by Nike) for the 2020-21 season on 01/07/2020. The club unveiled its new kits through a promotional video (see below) featuring a little girl named Alice in a fairy tale told by former club player Ruud Gullit (NED, 1995-1998).

The communication plan was accompanied by the shirt being displayed on an advertising screen at Piccadilly Circus (London, ENG). The operation was carried out in collaboration with the South Korean car manufacturer Hyundai, Chelsea's partner and sleeve sponsor, which owns the advertising space.

In addition to the shirt itself, the extensive communication plan - accompanied by operations on social networks and the club's various communication media - highlights Chelsea FC's new main shirt sponsor. Three, the telephone operator from the Hong Kong group CK Hutchison Holdings, became a major partner of the English club from 2020-21 for three seasons (2020-2023), on 24/01/2020. The agreement has been estimated at £40m (€47.4m) according to British media on 24/01/2020. Three succeeds Yokohama…