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Chelsea FC gets with the Beats by Dre

Apple’s Beats by Dre has extended its Official Sound Partner deal with Chelsea FC.

The new deal will run for three years, until the end of the 2020-21 season.

A Chelsea partner since 2016, Beats will continue to supply players and staff with headphones to prepare for matches.

In the last two years, Beats has produced several special edition Chelsea-branded headphones, including a pair of golden headphones when Chelsea won the Premier League in the 2016-17 season.

In 2015, a year after Beats was acquired by Apple for $3bn, the company partnered with Bundesliga champions Bayern Munich. That deal was renewed this summer to cover the 2018-19 season.

This week, Beats also announced its first ever sports league sponsorship with the NBA in the US.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.