Champagne PIAFF has joined Chelsea FC Women as an official partner for the 2026-27 season, adding another premium consumer brand to the club’s expanding commercial portfolio as the women’s team begins a new era of playing all of its Barclays Women’s Super League home fixtures at Stamford Bridge.
The partnership is built around matchday experience, with Champagne PIAFF becoming part of Chelsea Women’s hospitality and fan engagement proposition. A key element is Pitchview by PIAFF, a new experience based in the Canoville Suite, which combines premium seating with a glass of Champagne PIAFF and Chic Chic Pop, a luxury fried chicken concept created exclusively for Chelsea Women matchdays.
Chic Chic Pop will initially be available through the Canoville Suite before extending into the stadium concourse later in the season. Champagne PIAFF will also be available at selected bars in the West Lower general admission area, broadening the activation beyond premium hospitality. The partnership further extends into Chelsea’s Bottomless at the Bridge experience, where guests will be welcomed with a glass of Champagne PIAFF.
Giulia Mazzia, Chief Revenue Officer for Chelsea FC Women, said, “We are delighted to welcome Champagne PIAFF to the club as our Official Partner. As we continue to add to the matchday experience for everyone who visits our home at Stamford Bridge, partnering with a premium brand that shares our commitment to quality and celebration is a fantastic addition. We look forward to working together throughout the season and beyond.”
Laura Head, Champagne PIAFF, added, “From our earliest conversations with CFCW, there was a very clear shared vision. This was never simply about putting Champagne PIAFF alongside football; it was about choosing to invest in the women’s game, being part of its momentum and creating something that genuinely adds to how fans experience it. There is an incredible energy around CFCW. The team is ambitious, confident, and constantly pushing forward, and that feels very aligned with Champagne PIAFF. Women’s football is rewriting the rulebook around matchday rituals, and we’re excited to be part of that. We want to bring something new to Stamford Bridge and toast to the future of the women’s game.”
For PIAFF, the agreement represents a deliberate investment in women’s football and an opportunity to develop a consumer-facing proposition around the matchday environment. The Chic Chic Pop concept is also planned to expand across London in 2027, giving the partnership a potential footprint beyond Stamford Bridge.
The agreement arrives as Chelsea Women’s commercial ecosystem continues to broaden. Circle is Chelsea’s principal partner and front-of-shirt partner across the men’s, women’s and academy teams, while Rimmel London became an official partner of Chelsea FC Women for 2026-27.
The wider portfolio also includes IFS, which became a principal partner of Chelsea FC, Pegasus Airlines as the club’s official airline partner across both teams, and Fertility Plus, which serves as Chelsea Women’s official fertility partner.
Together, these partnerships demonstrate the breadth of Chelsea Women’s commercial strategy, spanning financial technology, beauty, technology, aviation, healthcare and premium hospitality. The PIAFF agreement adds another category while placing particular emphasis on fan experience and experiential consumption.
With Stamford Bridge now serving as Chelsea Women’s permanent WSL home, the club is increasingly using its matchdays as a commercial platform where partners can build direct relationships with supporters rather than relying solely on traditional branding inventory.
