Chelsea FC Partners with Ascott Limited for Exclusive Fan Experiences

Chelsea Football Club has announced a groundbreaking partnership with The Ascott Limited (Ascott), a global leader in the lodging and serviced residences industry. Ascott, part of Singapore-listed CapitaLand Investment Limited, is now the official global hotels partner of Chelsea FC.

Ascott's Global Presence

Since its inception in 1984, Ascott has become a trusted name in hospitality, boasting over 950 properties worldwide. The company operates under well-known brands such as Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection, and The Unlimited Collection. Headquartered in Singapore, Ascott's reach spans more than 220 cities across over 40 countries in regions including Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the USA.

Exclusive Experiences for Fans

The collaboration between Chelsea and Ascott will offer unique experiences for Ascott Star Rewards (ASR) members globally. These include exclusive access to matches at Stamford Bridge and VIP tours of The Blues Cobham Training Ground. Additionally, the Ascott brand will be prominently displayed at Stamford Bridge during both Men’s and Women’s matches and across Chelsea's social and digital platforms.

International Fan Engagement

In a move that excites Chelsea's international fanbase, Ascott will become the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC, in two global markets. Details of these events will be announced soon.

New Hotel Management at Stamford Bridge

Ascott has also been tasked with managing the on-site hotels at Stamford Bridge, which will be operated under the 'lyf' brand, focusing on experience-led social living.

Leadership Comments

Casper Stylsvig, Chelsea FC's Chief Revenue Officer, expressed enthusiasm about the partnership: “We are excited to welcome The Ascott Limited as our new official global hotels partner, a trusted hospitality company with a global presence. We look forward to collaborating on exciting projects that will accelerate Ascott’s growth plans in the UK and Europe while continuing to connect with our global fanbase in innovative ways.”

Tan Bee Leng, Chief Commercial Officer of The Ascott Limited, added: “The partnership taps on the strong synergy between Ascott and Chelsea as storied brands with global ambitions and extensive networks. As the Official Global Hotels Partner, Ascott will collaborate with Chelsea on innovative marketing and promotional initiatives to engage millions of football enthusiasts across Europe and beyond."

A Synergistic Partnership

Leveraging Chelsea’s massive global fanbase of over 600 million people and its premier position in European football, this partnership will provide unparalleled opportunities for Ascott. The collaboration aims to merge hospitality and football, curating memorable fan engagement activities, exclusive offers for Chelsea supporters, and bespoke stay experiences at Ascott properties.

Celebrating the Partnership

To celebrate the Chelsea-Ascott partnership, exclusive experiences for Ascott Star Rewards members will be available. More information can be found in the Annex.