"2026-27 Kit Launch"

4 June 2026

43s

The lion awakens.

After a challenging season on the field with many dark moments, World Club Champions Chelsea are launching their 2026-27 with a degree of menace. Glimpses of Cole Palmer, Lauren James and Estêvão among others a re threaded throughout but the main vibe is provided by a sense that a lion is awakening from a slumber and ready to inflict damage.

That's certainly what the regulars at Stamford Bridge will be hoping after the appointment of Xabi Alonso - a manager who has been there and done it, and had a playing career that will win the respect of Chelsea's young squad. Every close season is a reboot of sorts, but this one more than ever, and this ad for the new kit captures the mood of that perfectly.

UK

Football Clubs