Chelsea FC announced the signing of French defender Maxence Lacroix from Crystal Palace on Thursday, making him the club's fifth acquisition of the summer transfer window. The deal, which brings the 26-year-old center-back across London, comes as Chelsea continues to reshape its squad under new management. But the move also arrives against the backdrop of the club's deepening relationship with crypto exchange BingX, a partnership that has drawn attention from regulators.
Lacroix joins a busy window
Lacroix, who spent three seasons at Crystal Palace after arriving from Wolfsburg, adds depth to Chelsea's backline. The transfer fee was not disclosed, but the deal is understood to be a permanent move. He becomes the latest piece in a summer overhaul that has already seen the club bring in a midfielder, a winger, a goalkeeper, and a young forward. Chelsea's spending this window has been aggressive, even as the club navigates Financial Fair Play constraints.
BingX partnership under the microscope
Chelsea's strategic partnership with BingX, announced earlier this year, places the exchange's branding on the club's training kit and digital channels. The deal was positioned as a way to reach a younger, crypto-savvy audience. But it has also put Chelsea in the middle of a broader regulatory crackdown on crypto marketing in sports. UK regulators have been tightening rules around crypto advertising, and several high-profile sponsorships have been reviewed. The partnership with BingX, which operates in multiple jurisdictions, has been cited as an example of the growing — and sometimes risky — intersection between football and crypto.
What the scrutiny means
The timing isn't great for Chelsea. The club is already under close watch from the Premier League and the Football Association over its ownership and financial practices. Adding a crypto partner that faces its own regulatory questions in Europe and Asia creates another layer of complexity. For now, the deal remains active, and Chelsea has not signaled any intention to walk away. But the landscape is shifting. The UK's Advertising Standards Authority has already banned several crypto ads linked to sports teams, and the Financial Conduct Authority has warned clubs about their obligations.
Lacroix is expected to join training next week and could make his debut in Chelsea's preseason friendly against Inter Milan on August 5. On the crypto side, the club and BingX are scheduled to launch a co-branded fan token campaign in September, pending regulatory clearance. Whether that campaign goes ahead as planned will be a test of how much regulatory heat the partnership can withstand.
