Swiss-based MSC Cruises will become the Official Global Cruise Partner of English Premier League club Chelsea from January 2019.
Under the deal, MSC will feature on LED advertising at Stamford Bridge as the cruise company prepares to launch its new flagship, MSC Bellissima, in March.
Chelsea memorabilia will be on board the ship, with representatives from the club due to attend the naming ceremony early next year.
Gianni Onorato, chief executive of MSC Cruises, said the partnership is part of the company’s strategic focus on the UK and Ireland, with the two markets being integral to the next phase of MSC’s global growth plan.
“It is also designed to build further positive brand association as well as introduce our distinctive cruise experience to new audiences both in the UK and Ireland and globally,’ he said.
MSC is the world’s largest privately-owned cruise company and market leader in the Mediterranean, South America and Southern Africa.