Trivago announced as new Chelsea training kit ‘partner’

Starting next season, Chelsea will once again have a training kit sponsor, with Trivago announced today as the club’s “Official Training Wear Partner” in a “multi-year deal” of unspecified value. Previous training kit sponsors Carabao used to pay around £10m a year for the ad-space (2016-2019), so presumably Trivago are plunking down a similar amount.

Düsseldorf-based Trivago are a travel-search company and will apparently run a few promotional events as well (meet the players, hospitality packages, etc) in exchange for displaying their name across next seasons’ ranges of training wear for all teams at the club, including men’s, women’s, and youth.

And speaking of training wear, the two managers and the two club captains who were roped into this promotional cringefest at Stamford Bridge today showed off the new training gear for next season, and those are actually pretty nice — following the usual Nike templates but with new colorways. Tuchel will be feeling right at home in the black and yellow black and yellow black and yellow. You know what it is.

Photo by Victoria Jones/PA Images via Getty Images