The club, which won both the Premier League and FA Cup last season, is splitting with Pitch PR, which has handled this area of consumer PR for the past three years.
Stamford Bridge in Fulham, Chelsea's home stadium since the club was formed in 1905, is prime west London real estate. Because it has limited spectator capacity - currently 42,000 seats - the club has sought to maximise other commercial potential from such a strong location.
Chelsea aims to appoint a PR agency - reporting to head of marketing Ben Wells and head of venue Simon Hunter - before the Premier League season begins on 14 August, with a home game against West Bromwich Albion.
Stuart Higgins, the Bell Pottinger-owned consultancy, is already retained on a corporate and crisis brief. The club also uses London Communications Agency for government affairs advice. Senior media officer Gareth Mills will also work alongside the appointed consumer agency.