Chelsea sponsor quits in 10m row

London club splits with sponsor after Scottish Courage refuses to double shirt deal to 10m

Chelsea Football Club has split from its sponsor, the Coors lager brand owned by Scottish Courage, and is looking for a new name to carry on its shirts.

Sources close to the deal say that Chelsea had wanted to double its revenue from the deal. The contract is understood to be worth about 5m to Chelsea over three years.

Both parties had been negotiating to renew the deal since the start of September but last week Scottish & Newcastle told the club it was free to seek other sponsors for its shirts.

The three-year sponsorship ends in May.

A spokesman for Scottish Courage claims: “The link has been very successful and has given us a high profile. But we thought the time was right to end the deal.”

Sources close to the brewer thought that Chelsea had not given the brand a high enough presence.

The brewery also sponsors Newcastle United with Newcastle Brown Ale, which they believe has a much higher profile.

A spokeswoman for the club’s managing director, Colin Hutchinson, will only say: “The confidentiality clause in our agreement precludes us from saying anything about this.”

Scottish Courage says it is “highly unlikely” that it will get back into football sponsorship.

The brewer’s spokesman adds: “We thought long and hard about this but we will now put our resources into other areas of sponsorship. We will certainly maintain marketing support for the brand.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here