Chelsea FC fans voice their displeasure over sponsors' partnerships pause — by writing bad online reviews

• The sanctioning of Roman Abramovich has had significant effects on Chelsea FC.
• Sponsors find themselves making the decision to either pause partnerships or stand by the club.

Since the UK government's sanctioning of Chelsea FC owner and Russian oligarch, Roman Abramovich, over his links to Vladimir Putin, the west London club finds its financial future in a messy state as it actively searches for a new owner. Abramovich announced his intention to sell before sanctions were levied.

In all the tumult surrounding the club, Chelsea fans have been reacting to the news. There has been chanting of Abramovich's name at matches, something that UK Prime Minister Boris Johnson has urged fans to stop, branding the behavior as "completely inappropriate."

Sponsors of the club have also been left with a dilemma: stick with the club and risk the appearance of remaining associated with Abramovich or take a step back whilst the ownership situation is resolved.

Each of those decisions is sparking fan reaction online, with companies such as Three, Hyundai, Zapp, and Trivago seeing an influx of reviews on Trustpilot. Recent comments and ratings seem to be linked to the companies' respective partnership decisions with Chelsea.

Mobile provider Three is arguably the most prominent example, putting a pause on a deal believed to be worth around £40 million a year to Chelsea, The Guardian reports. A statement on Three's website reads: "In light of the government's recently announced sanctions, we have requested Chelsea Football Club temporarily suspend our sponsorship of the club, including the removal of our brand from shirts and around the stadium until further notice."

Meanwhile, as the war in Ukraine continues, 3 Mobile is actively showing support for people fleeing the violence. The pinned post on the brand's Facebook page states: "We're offering a free Pay As You Go SIM card to anyone arriving from the conflict in Ukraine."

The most popular comments that appear under the post, however, come from fans voicing their disappointment of the Chelsea sponsorship pause, with some threatening to switch to another mobile provider. A comment with 446 like and love reactions read: "I've been with 3 for 15 years, I'll be terminating my contract at the earliest possible moment #cfc."

Fans also took to Twitter, making comments of a similar nature. One user wrote: "@ThreeUK I was with BT mobile few years ago. I joined your network when 3 began working with Chelsea FC. Your decision to suspend your contract is senseless. Chelsea isn't sanctioned, Roman is. You have 7 days to restore the deal or I am leaving Three. *079*******01."

Delivery service Zapp has likewise put its marketing relationship with the club on hold for the time being. A spokesperson told Insider: "Given the ongoing uncertainty related to the ownership situation of Chelsea F.C., our marketing activities with the club have been paused. In the meantime, we trust that the UK government and Chelsea F.C. can find a solution that is in the interests of football fans and the local community as soon as possible."

They've also pledged to support the British Red Cross and their Ukraine Crisis Appeal. Customers have the option to donate in-app, and Zapp will match the charitable contributions.

Despite those efforts, however, 38 one-star ratings have been left on Zapp's Trustpilot profile over the past five days, with many explicitly referencing their suspended partnership with the club: "Don't bother coming back. I had made an account and ordered a lot of food because of your affiliation with Chelsea but since you want to leave because the government is on a witch-hunt leave and never come back."

Another review, titled "Bye bye good riddance Up the Chels. Awful company," said: "If you can't stick around during the lows and jump at first sight, do not think one bit that you can enjoy our success. You've shown your true colours. Not welcome and funny enough you need us 1000000x more than we even acknowledge you."

It should be noted that neither Three nor Zapp have severed ties with the club.

On the other side, Trivago, a hotel search platform, is receiving an influx of positive reviews. This comes after the company stated it will continue to support the club despite the sanctioning of Abramovich. In a press release, Trivago said: "Moving forward, it is important to us to continue supporting the club, the fans, and community along with the essential work that the Chelsea Foundation does to help those in need. We are looking forward to a transition of ownership as soon as possible and want to support the club in this process."

More than 300 five-star reviews have been left for the company since that announcement. They came with comments of thanks and support, with some users openly identifying themselves as Chelsea fans. One read: "Very Loyal and trustworthy. Best sponsor. The sky remains blue." Another made reference to other companies who have suspended club sponsorship, the user wrote: "Great company. Unlike some certain companies, trivago is very loyal and always stick with you in the difficult times, you can't go wrong with trivago. Best club in London? Chelsea Champions of Europe? Chelsea Best on earth? Kai Hotel? Trivago "

Trivago hasn't escaped negative online attention however, with some angry users leaving messages of disgust and disappointment. Nine one-star reviews appeared in the same time frame, with comments that include: "Appalling company with a staggering lack of morals. Blood on their hands as they continue to financially support a Putin enabler. Disgraceful." Another wrote: "Supporting war criminals. Shocking."

Not all fans are against the sanctions and acknowledge the need for them to be put in place. BBC Panorama interviewed fans in a new documentary "Roman Abramovich's Dirty Money." One said of the ex-owner, "He's too closely tied to Putin for us to ignore it anymore."