Being one of the world's biggest football clubs is no longer enough on its own. After Chelsea's lucrative association with Samsung ended last season, they needed a big shirt sponsorship deal to replace the void.
But rather than traffic off their name alone, the Chelsea marketing department came up with an ingenious way to grab the attention of the world's most powerful CEOs and it led to the second largest shirt sponsorship deal in the history of football.
Other sports organisations can take note of how Chelsea landed their £40m per season agreement with Yokohama Tyres.
The club sent 33 CEOs personalised gift packages that included a jersey, a Premier League winners medal... and a tailored video from the POV of each CEO showing what life would be like were their business to become Chelsea's sponsor.
As Leonardo Di Caprio says in Django Unchained, 'You had my curiosity... now you have my attention.'
The video highlights the perks of being the club's biggest sponsor, from mingling with Jose Mourinho and the players in the dressing room to seeing your face up on the wall in the trophy room.
This innovative strategy worked as a bidding war took place that saw the Premier League champions benefit massively.
Here is the case that was sent out and its interior.
And here's a look at how the video looked from the CEO's point of view.
Check out the video in full here (if Roman Abramovich hasn't had it removed yet).
Other organisations don't need to have such a lavish production budget to make an impression. A personalised promotional package on a smaller scale could be enough to get the attention of a prospective sponsor.