In an exciting move for fans all over the world, Chelsea FC announced a new partnership with premier accommodation leader The Ascott Limited company. The CapitaLand Investment Limited lodging business unit is now the official global hotels partner for Chelsea FC for the next four seasons, marking a sign of incredible things to come. From access to Chelsea’s iconic Stamford Bridge stadium to VIP visits to The Blues Cobham Training Ground, this partnership is packed with exciting perks! Here’s a closer look at what’s in store.
Exclusive Access to Stamford Bridge and Cobham Training Ground
Ascott Star Rewards members can now enjoy unprecedented access to Chelsea FC’s home ground, Stamford Bridge. This iconic stadium, rich in history and footballing heritage, will be open for exclusive matchday experiences. But that’s not all – Discover ASR members will also have the chance to visit Chelsea’s Cobham Training Ground, which has produced many talented prospects from within their ranks. Fans can witness training sessions and perhaps even meet their favourite players. Just think about doing the “Cold” Palmer celebration with the man himself! Adding to the allure, there’s also a charming villa nearby, built by former club owner Roman Abramovich, which will be available for exclusive use.
Enhanced Brand Exposure for Ascott
This partnership is a significant move for Ascott, as it allows the brand to tap into Chelsea FC’s massive global fan base, which exceeds 600 million. The Ascott brand will be prominently displayed around Stamford Bridge during both Men’s and Women’s matches. Additionally, Chelsea FC’s social and digital channels will feature engaging content that highlights Ascott, ensuring extensive exposure. The partnership extends to Chelsea’s flagship international fan engagement event, the Famous CFC, with Ascott becoming the presenting partner in two international markets, including a key location in Asia.
lyf Stamford Bridge London: A Unique Stadium Hotel
In an exciting development, Ascott will manage the twin-tower hotel at Stamford Bridge, owned by BlueCo. This 232-key hotel will begin flying the lyf flag in the second half of 2025, marking Ascott’s first stadium hotel and its largest lyf property by room count. The hotel will undergo renovations to align with lyf brand standards, but operations will continue smoothly. New parts of the hotel will be unveiled progressively, offering fans a unique stay experience right next to the stadium.
Memorable Fan Engagement Activities
Tan Bee Leng, Ascott’s chief commercial officer, and Casper Stylsvig, Chelsea FC’s chief revenue officer, both emphasise the synergy between hospitality and football. Discover ASR members can look forward to unique Chelsea FC experiences, such as guided stadium tours, access to co-branded merchandise, signed memorabilia, and VIP meet-and-greets with football stars. Matchday access will also be easier, with ASR members having guaranteed tickets to designated home matches and pre-game refreshments.
Kick-off for Premier League 2024/2025
The first engagement opportunities from this partnership will coincide with the start of the Premier League 2024/2025 season on August 18. While lyf Stamford Bridge London is currently underway to offer a whole new level of experience-led social living to guests, Ascott’s other apartment hotels and serviced residences in London will facilitate event activations. This partnership is truly global, with plans to begin worldwide marketing campaigns to excite fans everywhere.
