Chelsea have brought to an end their shirt sponsorship deal with Japanese tyre manufacturers Yokohama after five years, but their commercial relationship with the firm will continue.
Yokohama's logo has adorned the front of the Blues home, away and third strips since replacing South Korean technology company Samsung at the end of the 2014/15 campaign. However, the club will be on the lookout for a fresh deal heading into next season.
While their name will no longer be splashed across the front of Chelsea's kits, Yokohama will continue as Chelsea's very much necessary official global tyre partner.
Chelsea's commercial director, Chris Townsend OBE, said via the club's website: "Having been on our shirts for many momentous victories and significant trophies lifted, Yokohama’s brand forms part of our Club’s proud history.
"We look forward to continuing our collaboration with Yokohama around the world, leveraging their significant brand awareness to meet new objectives."
The five-year deal was worth £200m to the Blues at £40m-per-year, but reports last year - including from The Athletic - suggested the club was assessing their options with the contract set to expire.
The agreement was the second most lucrative in the Premier League when it was announced in 2015, although Arsenal, Liverpool and Tottenham have since matched it. Manchester United's ridiculous deal with Chevrolet remains comfortably the largest.
Considering the size of the existing contract, you would imagine Chelsea will be looking to strike a deal to close the gap on United in the coming years.
During their time with Yokohama emblazoned on their shirts, Chelsea's men's team have won the Premier League, FA Cup and Europa League - some pretty good marketing for the west Londoners' most visible sponsor.
With shirt sponsors obviously having a big bearing on the aesthetic of a shirt, it will be interesting to see who Chelsea turn to next for a likely even more lucrative shirt sponsorship deal.
Source : 90min