Chelsea FC has sold the front of its shirt for the first time in four years to Circle, the American company behind the USDC stablecoin. The deal is reportedly worth around £50 million per season. The club’s shirt value had fallen by £16.7 million to £33.6 million in June, partly due to missing out on Champions League football. Circle, which obtained a French e-money license in July 2024, becomes the first major stablecoin issuer cleared under EU MiCA rules, just months before the UK introduces its own stablecoin regulations in October 2027.
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