Chelsea FC Enters Dubai Real Estate Market with DAMAC-Branded Luxury Residences

In a groundbreaking collaboration that blends elite sport with luxury living, Dubai-based developer DAMAC Properties and Chelsea Football Club have announced the launch of a football-themed residential development—Chelsea Residences by DAMAC. The project marks the Premier League club’s first entry into real estate branding and represents a significant milestone for both brands.

The new development, located in Dubai’s prestigious Maritime City, will feature over 1,400 seafront residential units, offering residents access to Chelsea-branded lifestyle and wellness amenities. The partnership signifies not only a bold move into the Middle East market for Chelsea but also an evolution in branded real estate in Dubai.

A New Benchmark in Branded Living
The project promises to go beyond conventional branding. According to DAMAC, the Chelsea identity will be “woven into the fabric” of the entire property—from its concierge services to high-performance wellness spaces. This approach aims to blend Chelsea’s legacy of sporting excellence with the luxury design ethos DAMAC is known for.

Amira Sajwani, Managing Director of Sales & Development at DAMAC, called the project the first of “an elite collection” inspired by Chelsea’s global influence. She emphasized the brand’s values—excellence, passion, and innovation—as foundational to the design.

Chelsea FC’s Growing Global Footprint
For Chelsea, this partnership represents a strategic expansion beyond sport into lifestyle and global brand building. DAMAC’s logo will now appear on the shirts of Chelsea’s men’s and women’s teams for the rest of the 2024–25 season, debuting at a major European fixture. This visibility aligns with the club’s ambitions to strengthen its presence in emerging markets like the Middle East.

Jason Gannon, President and COO of Chelsea FC, described the collaboration as a way to bring the club to life in Dubai and support its broader global growth strategy.

DAMAC’s Track Record in Luxury Collaborations
This is not DAMAC’s first foray into high-end branded developments. The company has previously partnered with design icons like Versace, Cavalli, and de GRISOGONO. With over 48,000 homes delivered and another 50,000 in the pipeline, DAMAC continues to set the standard for luxury real estate in Dubai.

The Chelsea Residences represent a unique blend of branding, location, and lifestyle positioning—and aim to appeal not only to football fans but to affluent buyers seeking a distinctive living experience.

Strategic Location: Dubai Maritime City
The project’s setting—Dubai Maritime City—adds further value. This emerging seafront hub offers panoramic views and proximity to central business districts. With new high-profile developments and infrastructure planned in the area, it’s quickly becoming one of the city’s most desirable investment zones.

Conclusion
The launch of Chelsea Residences by DAMAC signals the next step in the evolution of branded residences in Dubai. As global lifestyle and sports brands seek deeper engagement with affluent markets, Dubai’s premium real estate sector provides the perfect stage. For investors, this development presents a unique opportunity to align with two of the most prestigious names in football and luxury living.