Circle put USDC on Chelsea shirt, FCA did not blink

Circle became the first regulated crypto firm to secure a Premier League shirt deal, and the article argues it happened because a regulatory gap left the advertising product allowed. On August 31, 2026, Chelsea players wore “USDC by CIRCLE” on kits during a match watched by about 40,000 people at Stamford Bridge, with broadcasts reaching 189 countries. The Financial Conduct Authority had earlier sent letters to clubs warning against “dodgy” crypto sponsors, but the piece says Circle itself is not dodgy, citing its New York Stock Exchange listing, licenses across four continents, and quarterly earnings. It claims the stablecoin’s legality remains unclear in the UK until October 2027. The article links Chelsea’s ability to sign Circle to recent sponsorship instability after ownership changes and the loss of previous partners.