Legora has been unveiled as an official partner of English Premier League football club Chelsea, with the legaltech firm’s branding to be worn on the training kits of the men’s, women’s and academy teams.
The firm says the multi-year sponsorship deal will also see the club’s legal team incorporate Legora’s technology, transforming its legal and contract management output.
Max Junestrand, CEO and co-founder of Legora, said: “The best teams do the work that truly makes the difference long before they take to the field. Chelsea FC operates that way, and so do we. That’s what this partnership is about.”
Rob Hamblin, Chelsea’s general counsel, said: “We are pleased to welcome Legora as an official partner to the club. Their focus on helping professionals perform at their highest level aligns closely with our own ambitions and values.”
The partnership is Legora’s latest sports-focused sponsorship deal. In February, the Stockholm-based firm secured its first-ever sports-related partnership with Swedish professional golfer Ludvig Åberg.
In April it announced a major partnership with baseball team the New York Yankees, whose franchise is valued as the highest in Major League Baseball.
Simultaneously, a link-up with the Yankees’ star performer Aaron Judge was also agreed.
Also in April, Legora announced another celebrity tie-in with actor Jude Law as part of its “Law just got more attractive” initiative, where its campaign is being rolled out across key markets including in the UK, the US and the Nordics.
The new sponsorship arrives amid the firm’s continued global expansion. Earlier this month Legora said it was opening three new offices in Madrid, Milan and Paris in the third quarter of this year to tap into increased European demand.
It is also planning to open offices in Tokyo and Singapore, adding to its base in Sydney to continue its APAC growth.
In May, it extended its Series D funding round, raising Legora’s valuation to $5.6bn. Legora was founded just three years ago by Junestrand alongside Sigge Labor and August Erseus.
NVIDIA’s venture capital arm NVentures and software firm Atlassian spearheaded the fresh investment, along with venture capital firms Adams Street Partners, Airtree and Geodesic Capital.
Software investor Insight Partners, telecommunications company Liberty Global, Barclays and Indian-American billionaire Nikesh Arora also participated, raising the round to $600m overall.
AI legaltech rival Harvey has also joined the race for sporting sponsorship agreements to grow its profile. This month has seen a spree of deals including pacts with basketball teams Golden State Valkyries, Golden State Warriors and NY Liberty.
The firm has also struck football deals with European champions Paris Saint Germain and Premier League club Fulham. It will also sponsor this year’s tennis grand slam event, the US Open.
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