Chelsea Women’s shorts are now being sponsored.

As the club approaches the rear end of the season, with the eagerly awaited Conti Cup final on Mothering Sunday against Bristol City, sitting top of the Women’s Super League, and in the hat for the last 16 of the Champions League, it has unveiled its first shorts partner.

On Sunday afternoon, when the Blues host Brighton at Kingsmeadow, anyone tracking the players as they race upfield will be able to read the name of investment bank N+1 Singer.

The three-year sponsorship arrangement – and it’s clearly not a bum deal – follows other eye-catching shorts endorsements displayed across many continental European derrieres. Players Millie Bright, Beth England and Ann-Katrin Berger, right, posed at the Cobham training ground to unveil the new logo.

Clearly the Blues don’t want to be left behind. It’s an agreement that will help Chelsea “pursue our ever more ambitious sporting and commercial targets”, says club chief exec Guy Laurence.

Meanwhile bank founder Tim Cockroft is looking forward to sitting in the VIP seats at Kingsmeadow and admiring the sponsored rears for himself. “We’re thrilled to be able to partner with Chelsea FC Women, and are hugely impressed with the dedication and hard work this group of women have brought to their game, both on and off the pitch,” he said.

Cheekily, the first London derby where the new-look back ends will be on display is on Wednesday evening. The visitors? It had to be. Arsenal.