Well-known audio brand Beats by Dre has signed a deal with Chelsea FC and will become the football club’s first ever “Official Sound Partner”.

In a sign that the brand is going after European markets, the deal seems to be along a similar vein to that of the one fellow football giant FC Bayern Munich signed last month.

While the specific details of the deal are still unclear, much like the one with FC Bayern Munich, it somewhat outlines the brand’s strategy in going after sports teams instead of the individual athlete.

Beats by Dre already sponsors one of Chelsea FC’s most popular footballer Cesc Fabregas with the midfielder often seen sporting the brand’s technology. They have also signed other global superstars including LeBron James, Serena Williams and Richie McCaw and their appearances form a large part of the brand’s marketing campaigns.

2015 was a big year for Beats by Dre after its ambush marketing tactics at the Rugby World Cup. And the brand’s progression seems to be heading the same way in 2016, especially with these two football deals happening within just three weeks of each other.

Chelsea FC’s Managing Direction Christian Purslow said the brand will help Chelsea form a more special bond with its fanbase, one more based around music and match preparation.

“The core objective of this innovative partnership will be to put the Beats “b” at the heart of Chelsea Football Club – enabling our global fanbase to gain insight into Chelsea players as they prepare to represent the club on the biggest stages in world football”, he said.

“Chelsea and Beats share an absolute commitment to success and striving to be the best. Beats brings the energy, emotion and excitement from the recording studio into their iconic products. These passions are exactly what Chelsea fans experience as they come to Stamford Bridge or watch our matches on television. And so we see the partnership between Beats and Chelsea as a natural bond between two organisations who share a desire to truly excite our fans, followers and customers.”