To celebrate the growth of the partnership, Chelsea and BingX collaborated on a unique unveiling of the training wear range. A fleet of drones converged on Stamford Bridge for a special ‘air drop’ delivery of the kit, a play on the mechanic of promoting awareness of a new cryptocurrency.

This latest campaign follows a successful start to the partnership during which Chelsea and BingX have developed a range of activities, focusing on global brand growth, fan engagement and customer experiences.

Casper Stylsvig, Chelsea FC's chief revenue officer, commented: ‘We are delighted to move into this next stage of our partnership with BingX. The first six months working together has already seen us deliver a series of world-class campaigns and initiatives, and we are excited at the challenge of going bigger and bolder in the upcoming season.

‘The campaign launched today to unveil our new men’s training kit gives fans a glimpse of what to expect from our ongoing partnership, which is driven by innovation and a joint commitment to setting industry benchmarks.’

Vivien Lin, chief product officer at BingX, said: ‘We are immensely proud to strengthen our partnership with Chelsea, a club that shares our commitment to innovation and excellence.

'This extended partnership will be driven by our mutual dedication to excellence, going beyond branding to create unforgettable experiences for fans and pushing the boundaries of what's possible in both football and cryptocurrency. Together, we aim to inspire and empower the future, setting new standards and achieving remarkable milestones.’