A Seattle-area developer tools startup is doing something that no amount of banner ads or conference booths could: it’s putting its name on the chest of an English Premier League football club.
Temporal, the Bellevue workflow orchestration company valued at $5 billion, announced Thursday that it is becoming the front-of-shirt sponsor of Crystal Palace Football Club beginning with the 2026/27 season.
It’s a marriage between a 7-year-old startup — whose customers include OpenAI, Netflix, and JPMorgan — and a South London soccer team with 164 years of history.
“Our mission has always been to put Temporal in the hands of every developer building the next generation of software, and the conventional playbook for getting there only reaches so many of them,” Temporal co-founder and CEO Samar Abbas wrote in a LinkedIn post announcing the deal. “Millions of developers around the world still haven’t had a reason to find us. A partnership with one of the most watched leagues and beloved teams on the planet changes that math.”
Front-of-shirt sponsorship in the Premier League is serious money. The biggest deals — Manchester City’s arrangement with Etihad Airways, for example — run north of $80 million per year. For a mid-table club like Crystal Palace — whose previous front-of-shirt deal with Asian betting company Net88 was reported to be worth around £10 million, or roughly $13 million, per season — the figures are considerably more modest.
The timing works in Temporal’s favor: starting with the 2026/27 season, the Premier League is banning gambling companies from the front of shirts, freeing up more than $125 million in combined annual sponsorship value across the league and pushing clubs to court a new class of sponsors — including, apparently, developer infrastructure companies from the Pacific Northwest.
Co-founded in 2019 by Abbas and Maxim Fateev — veterans of Amazon, Microsoft, and Uber — Temporal builds open-source software and a cloud service that helps companies run long-running, complex workflows reliably — what it calls “durable execution.”
The rise of AI agents has turbocharged demand for that kind of reliability, with Temporal raising $300 million earlier this year and growing revenue more than 380% year-over-year.
And the deal is more than a logo placement: Crystal Palace is becoming a Temporal Cloud customer, using the platform to modernize its e-commerce, payments, fan experience, and matchday operations as the club undergoes a major stadium redevelopment.
Crystal Palace plays at Selhurst Park, a 25,000-seat stadium in the London Borough of Croydon that has been the club’s home since 1924. The Eagles trace their origins to 1861, making them one of the oldest football clubs in the world.
The club nearly ceased to exist in 2010, when a consortium of supporters led by chairman Steve Parish had 24 hours to find a buyer or watch it be liquidated. They saved it, and what followed was one of English football’s better comeback stories: promotion to the Premier League in 2013, a first-ever FA Cup title in 2025, and now a berth in next week’s UEFA Conference League final in Leipzig, Germany, against Spain’s Rayo Vallecano.
Temporal CMO Clair Byrd, who wrote about the deal in a company blog post, said the partnership resonates because the two organizations share a core value.
“We spend a lot of time thinking about durable systems, resilience, and what it means to build things that people can rely on over long periods of time,” she wrote. “You know better than anyone what this shirt is worth in this community, and we’re not going to claim we already understand what it means to wear it. That is something we have to earn.”
With Seattle set to host matches this summer as part of the 2026 FIFA World Cup, the region is buzzing with soccer fever — and the tech scene is increasingly getting in on the action.
Temporal isn’t the only tech name with skin in the English game: Shivaas Gulati, co-founder of digital remittance company Remitly and new startup Arkero, joined the ownership consortium of Southend United — a fifth-tier English club — in 2024, with plans to use AI and software to modernize the club’s operations.
