Home Sports News Football Chelsea FC announce Sokin sleeve partnership and Personar AI coaching deal Together, the partnerships highlight Chelsea’s dual focus on commercial growth and coaching innovation, with Sokin bringing international financial services expertise and Personar supporting the club’s player and coach development processes. By Aashay Khandelwal October 28, 2026 WhatsApp Linkedin Facebook X Telegram Chelsea FC announce Sokin sleeve partnership and Personar AI coaching deal Chelsea Football Club have strengthened their commercial and coaching technology portfolio through a multi-year sleeve partnership with business payments company Sokin and an artificial intelligence coaching agreement with Personar, reflecting the club’s focus on developing both its commercial operations and player development infrastructure. Sokin has become Chelsea’s principal partner and official business payments and FX partner. Its branding will feature on the home, away and third-kit sleeves of the club’s men’s, women’s and academy teams from the 2026-27 season. The logo made its first appearance on the men’s team kit during Chelsea’s Premier League fixture against Tottenham Hotspur on October 24. Sokin provides international business payments, multi-currency accounts, foreign exchange and treasury management solutions. The company’s platform processes more than $11 billion in annual business payments and serves organisations across more than 170 countries. Jason Gannon, President at Chelsea FC, said, “At Chelsea, we seek to partner with organisations that share our ambition and innovative mindset. Sokin’s expertise in business payments, and their focus on making both simpler for the businesses they serve, makes them a natural fit for the Club. We are pleased to welcome Sokin to the Chelsea family and look forward to working together in the years ahead.” Separately, Chelsea have partnered with Personar to introduce its CoachScribe technology, which is intended to provide coaching staff with a consistent record of their practice and support the club’s plan-do-review approach to player development. Sam Page, head of player and coach development at Chelsea FC, said, “Effective reflection is an integral mechanism that supports optimal learning for both players and coaches. In line with our ‘Academy Football Development Blueprint ’, we want to ensure our coaches have access to insights that will enable them to optimise players’ learning. We’re pleased to be partnering with Personar, as CoachScribe will give our staff a reliable and consistent record of their coaching practice, which fits naturally into our plan-do-review process.” The announcements come as Chelsea navigate a demanding season. As of October 27, the club sit fifth in the Premier League with 13 points from eight matches. After consecutive league victories over Bournemouth and Everton , Chelsea lost 2–0 at home to Tottenham. Their upcoming fixtures include a Carabao Cup meeting with Liverpool on October 28 and a Premier League home match against Manchester United on October 31. Together, the partnerships highlight Chelsea’s dual focus on commercial growth and coaching innovation, with Sokin bringing international financial services expertise and Personar supporting the club’s player and coach development processes. Tags Chelsea Chelsea FC Chelsea FC Women Chelsea Women Personar Premier League Premier League (PL) Premier League 2026-27 Sokin Sponsorship Related Articles Chelsea FC partner with GAC as Chinese automaker expands global ambitions Chelsea give Topps exclusive club-level trading card rights Champagne PIAFF enters Chelsea FC Women’s growing commercial ecosystem Chelsea FC enter stablecoin era with Circle partnership Chelsea extend FPT partnership as commercial and digital strategy expands Rimmel London backs Chelsea Women ahead of Stamford Bridge campaign Load more Latest Articles Interviews EXCLUSIVE: We want to turn European football viewers into fans of Indian football — Mr Dhruv Sood, CEO, SC Delhi Media Rights Dallas Mavericks extend television partnership with FOX Sports Football Newcastle United raise a glass to Taittinger in new hospitality partnership Business News NBA and CFTC establish framework to protect prediction market integrity Media Rights Sevens Football turns to SportVot to expand its digital reach Load more
Curated by Taleb Kabbara · Source: sportsmintmedia.com