Chelsea just announced IFS, a new AI company, as their front-of-shirt sponsor for the rest of the 2025/26 season. They haven’t had a regular sponsor since the partnership with mobile giant Three ended back in 2023, so this is a big move and, as they put it, the start of a long-term partnership.

So, who are IFS? According to Chelsea, IFS is all about industrial AI; they build software that helps organisations solve tough, real-world problems using artificial intelligence. Starting this weekend, when the men take on Burnley and the women face Manchester United in the FA Women's Cup fifth round, you'll see IFS branding right there on the front of the shirts.

Chelsea made it pretty clear in their statement: teaming up with IFS puts them right at the front of football’s tech revolution. By using IFS’s AI, they’re hoping to fine-tune everything from performance on the pitch to behind-the-scenes operations and even fan engagement. The idea is to get smarter, move faster, and set a new standard in the way a top football club runs.

This partnership is a signal that Chelsea doesn’t just want to win matches; they want to lead the way in how elite clubs use technology and innovation. By bringing advanced AI into the core of their operations, they’re looking to set the pace in global sport.

But keep in mind, IFS won’t be the permanent shirt sponsor after this season. Chelsea is reportedly holding out for a deal worth about £65 million from their next main partner.

Club president Jason Gannon summed it up: “We’re incredibly proud to partner with IFS and use their cutting-edge AI to help push the club to even greater success. This is a clear sign that we plan to stay at the top, making the most of what technology can do for us, on and off the pitch.”

IFS’s CEO, Mark Moffat, echoed that drive: “In both sport and industry, the margins are razor-thin. The right call at the right time makes all the difference, and that’s what our AI delivers. Chelsea holds itself to those same high standards, and that’s why we’re proud to be their principal partner."

Looking ahead, Chelsea sit fifth in the Premier League, just one point behind Manchester United. Manager Liam Rosenior is off to a great start and sounds pretty optimistic: "It can’t really get any better, can it? When you get a big job like this, you want to hit the ground running. I think we’ve done that, but there’s still so much more to come, which is exciting. As long as we keep improving while we’re winning, I’ll be a happy manager."

Liam Rosenior didn’t hold back; he wants anyone in football, player or coach, who’s found guilty of racism kicked out of the sport for good. He’s lived it himself, and he says nothing compares to the pain of facing abuse on the pitch.

This all comes after Vinícius Júnior, who plays for Real Madrid, walked off during a Champions League match, saying Benfica’s Gianluca Prestianni racially abused him. Prestianni denies it, and Benfica claims he’s actually the victim of a smear campaign. Still, the Argentinian could face a 10-game ban if UEFA decides he’s guilty.

Benfica manager José Mourinho seemed to stir the pot, hinting that Vinícius provoked things with what he called a “stupid” goal celebration. Rosenior wouldn’t wade into Mourinho’s comments, saying there’s still an investigation going on. But he gets why Vinícius was so upset; he’s been there.

“Racism has no place in society, let alone football,” Rosenior said. “When you see someone as upset as Vinícius was, there’s usually a reason behind it. I can’t talk about this specific case while it’s being investigated, but I’ve been racially abused myself. I know what it does to people. "When you’re judged for something you should actually be proud of, it’s just the worst feeling.”

He pulled no punches about punishment, either. “If any player, coach, or manager is found guilty of racism, they’re out. That’s it. Simple as that.”

When asked again about Mourinho’s remarks, Rosenior stayed firm. “Listen, no matter how a player celebrates, race has no place in the conversation. I don’t know all the context, so I’m not going to judge until the facts are out.”

He also talked about the bigger picture. Rosenior said he told his Chelsea players to take some time in the sun this week after a brutal run of games, but he’s frustrated with how divided things feel these days. He blames a lot of that on parts of the media that rush to judge people, whether it’s about who they love, where they’re from, their religion, or the colour of their skin.

“It honestly makes me sick,” he said. “It’s not just a football problem. The media and social media need to be held to account. People should be judged on their character, nothing else. That’s the only way any of this gets better.”