Chelsea and Trivago partnership overview

On May 19, 2021, Chelsea Football Club and global accommodation search platform Trivago signed a multi-year partnership agreement.

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Basic contract details

Start date: 20.05.2023
Status: Principal partner
Contract duration: multi-year
Partner’s inventory:
– Training wear for the Men’s, Women’s, and Academy teams,
– LED advertising,
– Activations in the club social networks

According to the terms of the contract, the Trivago brand will be featured on the training kits of Chelsea’s men’s, women’s, and academy teams. Additionally, there will be co-production and branding of videos on the club’s official website and YouTube channel. Planned events will allow fans to meet the players and gain access to the exclusive Trivago packages.

Marketing activations

2021/2022 season

To celebrate the new partnership, Stamford Bridge was transformed into “Stamford Beach”.

For one day only, Stamford Bridge became #StamfordBeach yesterday. To celebrate our new partnership, we turned @ChelseaFC’s football pitch into a tropical island, complete with its own sandy beach and tiki bar. #LetsGo pic.twitter.com/1uEFE0Amf3

— trivago (@trivago) May 20, 2021

Two worlds, travel and football, collided as Trivago hosted a VIP event at the stadium, turning the pitch into a tropical island with a sandy beach and a vibrant tiki bar. Captains Cesar Azpilicueta and Magdalena Eriksson took advantage of the tropical fun, and they were joined by Thomas Tuchel and Emma Hayes, all sporting the new 2021/22 training kit featuring the Trivago brand.

In July 2021, Trivago announced the launch of a year-long series of amazing experiences in partnership with Chelsea FC. It involves a monthly online raffle open to fans.

The monthly prizes included an expenses-paid trip to London (with some restrictions). Winners were staying in a London hotel and enjoying the best that London has to offer, from tourist attractions to private perks, spa treatments, and dining experiences.

All giveaways also included an experience with Chelsea FC, ranging from match tickets with access to Trivago’s private box to a tour of Stamford Bridge, the opportunity to attend training sessions at the training ground, meet and greet with star players and the head coach, and much more.

Win the opportunity to play on the pitch at Stamford Bridge with me all thanks to @trivago!

Entries close on Tuesday 2nd May 2023, so follow the link for your chance to win.https://t.co/G8C7KgM9nF

I look forward to seeing you there ⚽ @chelseafc#WhereverYouGo #CFC pic.twitter.com/aPAfCXZSdL

— Ashley Cole (@TheRealAC3) April 29, 2023

As per the agreement, Trivago actively engaged Chelsea men’s and women’s players to create video content.

For example, Chelsea players Kai Havertz, Mason Mount, and Jorginho starred in a Trivago advertisement. In the ad, the footballers check into a hotel, and it becomes clear that the English midfielder secured the best price for the same room type because he used Trivago. To celebrate, Mason Mount performs his iconic dance move.

The Trivago brand is extensively integrated into Chelsea FC’s video content. The Trivago brand name is often present in the video titles, and the company’s logo is prominently displayed within the videos as the club’s main partner in content creation.

As part of the partnership contract, the company branded one of the oldest Chelsea sections on YouTube – Chelsea Unseen and Chelsea Unseen extra. The channel regularly publishes 5 and 10 minute videos from training and locker rooms.

Trivago also launched a series of short blitzes – interviews with Chelsea players who answered the same questions about their travel experience.

2022/2023 season

In October 2022, over 30 Trivago talents traveled to Brilon, Germany, as part of the company’s annual corporate trip called “Trivago on Tour.” The trip included a training session led by Chelsea Foundation coaching staff. Chelsea legend Dennis Wise was also present to train the Trivago talents and selected players from the hosting club. Participants engaged in a five-a-side football tournament, followed by a Q&A session with Dennis Wise about his playing career and captaincy at Chelsea Football Club.

In February 2023, Chelsea, in partnership with Trivago, conducted a contest as part of the “Wherever You Go” project and selected ten winners. These winners received a full set of training gear, enjoyed fun and competitive practices, and engaged with first-team player Denis Zakaria. They also attended a home match in the English Premier League against Fulham, where they received hospitality from Trivago. To complete their “Wherever You Go” experience, the winners were treated to a dinner and concluded their stay with a private tour of Stamford Bridge.

The company and the club continued to work with video content and launched several thematic mini-series on YouTube.

On the road. A series of player interviews on the club bus. Men’s team players Ben Chilwell, Azpililicueta, Pierre-Emerick Aubameyang, Conor Gallagher and women’s team players Sam Kerr, Guro Reiten, Erin Cuthbert and Zećira Mušović talked about their travels with the team and funny personal stories.

U.S. Tour Diaries. Short reviews of the club’s training camp in the USA before the season.

During the training camp, Trivago filmed a prank with Chelsea players.

Another project was a collaboration between Trivago, Chelsea and the Goal.com project. As part of the series, the club’s players gave funny tasks to the blogger on his trips to Naples, Barcelona and Budapest.

The club and brand began activity on Tiktok. The first branded videos featuring players who repeated the current trends appeared on Chelsea’s account. The video received 2.5 million views.

@chelseafc Come around the team bus with Chilly! ? #cfc #chelsea #whereveryougo #trivago ♬ original sound – Ellen DeGeneres

2023/2024 season

Since the start of the season, Trivago and Chelsea have made some changes to their content formats.
On Instagram and Twitter, the club began posting Reels and short videos of preparation for matches instead of static branded photographs of players.

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A post shared by Chelsea FC (@chelseafc)

Moreover, humorous sketches featuring Chelsea football players appearing on the club’s Tiktok channel, in which they are passing a job interview for Travago.

@chelseafc Replying to @trivago 3/6 We didn’t know @c.nkunku had a twin? ? @trivago #CFC #ChelseaFC ♬ original sound – Chelsea FC

Trivago is a global hotel search platform focused on reshaping the way travelers search for and compare hotels and alternative accommodations. Founded in 2005 in Düsseldorf, Germany, the platform allows travelers to make informed decisions by personalizing their hotel search and providing access to a deep supply of hotel information and prices. Trivago enables advertisers to grow their businesses by providing access to a broad audience of travelers through its websites and apps.