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Yokohama quits lead role at Chelsea, replaced by telco Three

(Photo by Shaun Botterill/Getty Images)

Premier League Chelsea’s shirt sponsor, Yokohama Tyres, will step down from the lead sponsorship role next season – with the telecommunications brand Three announced as the new shirt partner.

Although it is unclear how the new deal was sourced, CSM Sport & Entertainment is retained by the club to secure new sponsors. The CSM team is led by Chris Beadle, the agency’s head of football and partnership development director.

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