Chelsea FC Welcomes DAMAC Properties as Front-of-Shirt Sponsor

After months of navigating through a sponsorship drought, Chelsea Football Club has officially teamed up with DAMAC Properties, a prominent real estate firm based in Dubai. This partnership comes at a pivotal moment for the club, providing much-needed financial support while also stirring up controversy due to the complex history of DAMAC and its founder, Hussain Sajwani.

DAMAC Properties: A New Partnership with Chelsea

In a recent announcement, DAMAC Properties expressed its ambition to lead the luxury real estate market in the Middle East through an innovative venture named Chelsea Residences by DAMAC. This football-themed residential project aims to seamlessly connect the epic legacy of Chelsea FC with luxurious living, set to be established in Dubai.

Integration of Chelsea’s Brand:
According to official statements, these residences will be infused with Chelsea FC’s iconic branding, featuring personalized concierge services, state-of-the-art wellness and performance facilities, and a lifestyle initiative that mirrors the club’s values of excellence and elegance. Spanning over 1,400 seafront units, Chelsea Residences is poised to attract both football fans and luxury-seeking residents, boasting panoramic ocean views and exclusive Chelsea-branded amenities.

Expanding Chelsea’s Global Brand Presence

Jason Gannon, president and COO of Chelsea FC, highlighted the partnership as a significant milestone not only for the club but for elite sports marketing as a whole. He stated, "DAMAC is world-renowned for building luxury properties, and we are thrilled to be working with the industry leader to bring to market a first-of-its-kind branded Chelsea FC residence in Dubai." This collaboration serves as an avenue for Chelsea to broaden its market presence in the Middle East and solidify its influence on a global scale.

Amira Sajwani, managing director of sales and development at DAMAC, framed the venture as a reflection of Chelsea’s enduring legacy, stating that it goes beyond showcasing the sport to also establishing a new benchmark for luxury living. The initiative aims to blend the passion of football with the high standards of luxury, making a clear statement in the competitive world of real estate.

Hussain Sajwani: The Man Behind DAMAC

Hussain Sajwani, the founder and chairman of DAMAC Properties, launched the firm in 2002 and has since successfully delivered over 47,000 properties across the Middle East and beyond. Known for associating with high-end brands like Versace and Bugatti, Sajwani has cultivated a reputation not only for luxury but also for his considerable wealth—estimated at around £9.81 billion ($13.1 billion), placing him among the world’s leaders.

Philanthropy and Humanitarian Efforts

While he has made a name for himself in real estate, Sajwani is also recognized for his philanthropic initiatives. Through the Hussain Sajwani—DAMAC Foundation, he has contributed significantly to humanitarian efforts, including a notable donation to the UAE’s ‘1 Billion Meals’ campaign aimed at supporting underprivileged communities.

Controversies Surrounding DAMAC Properties

Despite its success, DAMAC Properties has faced various controversies. In 2011, the company was involved in a legal dispute in Egypt after a court ruled it had unlawfully acquired land—a decision that prompted DAMAC to pursue arbitration against the Egyptian government. Additionally, the firm has received criticism for aggressive sales tactics, alleged misrepresentation of investment returns, and delays in project completion.

Labour Practices and Worker Conditions

In 2017, allegations of labor rights abuses against migrant workers surfaced, particularly linked to the Trump International Golf Club project. Although DAMAC denied these claims, stating it complies with worker obligations, these incidents have raised significant questions regarding working conditions on its various projects.

The Sajwani-Trump Connection

Hussain Sajwani has cultivated a close business relationship with former U.S. President Donald Trump. Their partnership took off in 2013 when DAMAC secured a licensing agreement for the Trump International Golf Club in Dubai, which marked one of Trump’s significant international real estate branding deals.

Despite Trump’s controversial presidency, their partnership endured, continuing to develop several Trump-branded properties across the UAE. In January 2025, Sajwani announced a substantial investment in U.S. data centers during a joint event with Trump, symbolizing their strong alignment in high-profile ventures. This relationship illustrates the intersection of global real estate, politics, and business synergy.

As the collaboration between Chelsea FC and DAMAC Properties unfolds, it not only presents a new chapter for the football club but also spotlights the complexities and controversies entwined with corporate partnerships in modern-day sports. The blend of luxury living with elite branding raises intriguing prospects for both parties as they navigate this ambitious venture in the Middle East.