Chelsea FC has announced a multi-year partnership with Roobet, a crypto-focused sportsbook and casino, designating it as the club’s official regional betting partner for Latin America and Canada. This collaboration aims to leverage sports technology and digital innovation to enhance fan engagement while also expanding Roobet’s brand presence in the sports betting market.
A key aspect of this partnership is its digital-first approach, with Roobet integrating interactive fan experiences, blockchain-based rewards, and AI-powered engagement tools into its platform. Fans in Latin America and Canada will gain access to exclusive Chelsea FC content, including VIP hospitality, match tickets, and behind-the-scenes opportunities such as observing first-team training sessions at Cobham. The deal also includes advanced data analytics and personalized experiences, bringing football fans closer to the game through cutting-edge digital activations.
Chelsea’s Chief Revenue Officer, Casper Stylsvig, emphasized the role of technology in modern fan engagement, highlighting how Latin America and Canada are key growth regions where digital interactions are transforming the way fans experience football. He noted that the collaboration with Roobet enables Chelsea to expand its digital ecosystem, offering more immersive and interactive opportunities for supporters.
Anthony Brennan, Co-Founder and Head of Partnerships at Roobet, described the partnership as a game-changer for the sports betting and engagement industry. By leveraging blockchain technology, AI-powered engagement tools, and interactive gaming elements, Roobet aims to set new standards for how fans interact with their favourite teams. He highlighted the importance of integrating real-time data and gamification elements into the fan experience, making the connection between supporters and the club more dynamic and rewarding.
This move comes amid a wider Premier League shift towards digital sponsorships and tech-driven partnerships. With the league phasing out front-of-shirt gambling sponsorships by the 2025/26 season, clubs are focusing on regional and tech-enabled deals to maintain commercial growth while complying with new regulations. Many clubs are exploring AI-driven marketing, blockchain integrations, and immersive fan engagement platforms to create sustainable and forward-thinking partnerships.
Roobet, licensed in Curaçao, operates in multiple markets, including the Americas and Oceania, with Latin America—particularly Brazil—identified as a strategic focus. The company has been investing in tech-driven fan engagement tools, recognizing the role of digital gamification, predictive analytics, and blockchain-based incentives in reshaping the sports betting landscape.
By partnering with Roobet, Chelsea FC is reinforcing its commitment to digital transformation, using sports technology, AI, and blockchain innovation to redefine how clubs interact with their fan base. The collaboration also underscores how Premier League clubs are adapting to the future of sponsorships, where data-driven engagement and digital platforms will play a critical role in shaping the next generation of football fandom.