Chelsea have announced a new shirt sponsorship deal with Three for the start of next season.
The Blues will replace Yokohama with the British telecommunications and internet service provider on a three-year deal.
The move comes hours after the Londoners confirmed their intent to allow their five-year, £200 million deal with Yokohama to expire.
Though the club will retain a partnership with the Japanese tyre company moving forward.
The new figures for the deal with Three are not disclosed, with Manchester United’s Premier League record set at £53m per year with Chevrolet. Chelsea's previous deal was of a similar amount to Arsenal, Liverpool and Tottenham.
The Blues are looking remain competitive off the pitch, with Liverpool FC making moves recently by linking up with Nike in a £80m per year deal, which tops the Londoners’ current £60m per year deal.
“Mobile technology has revolutionised the way football clubs and supporters interact with each other which makes Chelsea FC and Three such natural partners,” said Chelsea chief executive Guy Laurence.
“We have a social media following of over 100 million and the official app, The 5th Stand, has had nearly four million downloads. We stream live women’s and Academy football with men’s first team highlights available soon after matches.
“It truly is an area from which regular fans are benefitting and as communications technology develops in the coming years, Three will be at the forefront of the advances with the exciting roll out of 5G networks, helping to enhance and expand the experience of being a Chelsea supporter in the modern digital age.
“With Three, we have found a partner, who share our passion for innovation and we are delighted to have them on board and on our shirts.”