Chelsea FC Partners with Ascott for Global Hospitality Experience

On July 8, 2024, Chelsea Football Club announced a strategic partnership with The Ascott Limited, the hospitality arm of Singapore-listed CapitaLand Investment Limited. This marks the beginning of a multi-year partnership with Ascott becoming the official global hotels partner of Chelsea FC. The collaboration promises to bring unique experiences to fans, such as VIP match tickets and exclusive experiences for Ascott Star Rewards (ASR) members.

A Strategic Partnership Between Two Global Brands

Founded in 1984, Ascott has built a global reputation for excellence in accommodation and serviced residences. Headquartered in Singapore, Ascott operates over 950 properties worldwide, including prestigious brands like Ascott, Citadines, Somerset, Oakwood, and lyf. With properties in more than 220 cities across 40 countries, Ascott continues to expand its footprint across key global markets.

This partnership highlights the synergy between two brands with a shared global outlook and ambitions. By partnering with Chelsea FC, a Premier League giant with a worldwide fanbase, Ascott looks to enhance its visibility in Europe and further extend its reach in international markets.

Exclusive Experiences for Fans

As part of the partnership, Ascott Star Rewards members will gain access to money-can’t-buy experiences, including VIP access to Chelsea FC matches at Stamford Bridge and exclusive visits to the club’s training ground at Cobham. The Ascott brand will be prominently featured at Stamford Bridge during men’s and women’s matches, reinforcing the brand’s commitment to providing memorable experiences for fans globally.

Ascott’s Role in Fan Engagement

In addition to its presence at Stamford Bridge, Ascott will also be the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC, which will be held in two key international markets. This event will further enhance fan interaction and solidify Ascott’s connection with Chelsea’s global fanbase.

Ascott’s Hotel Ventures at Stamford Bridge

In a move that directly aligns with the partnership, Ascott will manage the on-site hotels at Stamford Bridge, which will operate under the lyf brand. This brand is dedicated to providing a unique experience-led approach to hospitality, offering a vibrant, social environment tailored to the needs of modern travelers and Chelsea fans visiting the stadium.

Marketing Activations and Opportunities

This collaboration will see Ascott and Chelsea FC work together on a range of marketing initiatives, including exclusive offers for Chelsea supporters and a host of bespoke stay experiences at Ascott’s global properties.

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