Chelsea announce first-ever sleeve sponsor for 2017/18 season and will launch partnership against Arsenal

Chelsea have announced Alliance Tyres as their first-ever sleeve sponsor ahead of the new Premier League season.

The brand of tyre was launched in Europe earlier this year and is produced by the club's principal partner Yokohama Tyres.

The logo will appear on the left arm of the new 2017/18 Chelsea shirt and will be on show for the first time during Saturday's pre-season friendly against London rivals Arsenal in Beijing.

The Premier League has granted clubs the opportunity to display two sponsors on their shirts this season, with company logos set to replace the Premier League sleeve badge on the kits of several clubs from the start of the forthcoming season.

Chelsea's commercial director Chris Townsend said: "We are delighted to be able to further expand our partnership with The Yokohama Rubber Co. Ltd. by helping to promote their Alliance Tyres brand to a global audience.

"The new opportunity to brand the sleeve of the iconic Chelsea shirt is perfect for the right partner that wishes to capitalise on the huge reach of the Premier League and the many millions of Blues fans around the world.

"Yokohama is a premium tyre brand which manufactures a range of innovative products and their business has gone from strength to strength since our partnership began in 2015. We look forward to continuing to help grow their wider business through the inclusion of the Alliance Tyres branding."