Chelsea FC, DAMAC to launch branded residences project in Dubai

Chelsea Football Club (Chelsea FC) has entered into a new long-term global partnership with Dubai-based DAMAC Properties, appointing the luxury real estate developer as the club’s official ‘Property Development Partner’.

As part of the collaboration, the two entities will launch Chelsea Residences by DAMAC, a football-themed branded real estate development in Dubai.

The project, located in Dubai Maritime City, is set to feature over 1,400 residential units with seafront views and Chelsea-branded amenities centred on health, fitness and wellbeing.

Key features of Chelsea Residences by DAMAC

The development is described as the first of its kind, with Chelsea FC’s identity incorporated throughout — from concierge services to high-performance facilities.

DAMAC will also feature on the front of Chelsea FC’s men’s and women’s shirts for the remainder of the 2024/25 season, making its debut during the UEFA Conference League semi-final fixture against Djurgården on May 1.

“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,” said Amira Sajwani, MD of Sales and Development at DAMAC Properties. “This initiative goes beyond celebrating the beautiful game; it sets a new benchmark for those who expect nothing less than the exceptional.”

Chelsea FC’s president and COO Jason Gannon added: “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. With the club located in the heart of London, the collaboration will bring Chelsea to life in Dubai, supporting our continued growth on the global stage.”

The partnership aims to expand Chelsea FC’s presence in the Middle East and reflects a growing trend of crossover collaborations between elite football brands and the luxury property sector.

Power packed collaborations

DAMAC Properties is known for high-profile branded projects with global fashion and lifestyle labels such as Versace, Roberto Cavalli and de GRISOGONO.

Chelsea FC, founded in 1905, is one of the most successful football clubs in England and Europe. Its men’s team won the FIFA Club World Cup in 2021 and the UEFA Champions League for the second time the same year. The Chelsea Women’s team recently secured their fifth consecutive FA Women’s Super League title.

The development timeline and full specifications of Chelsea Residences by DAMAC are expected to be revealed later this year.

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