The Premier League (PL) club, Chelsea FC have inked a partnership with The Ascott Limited (Ascott), the lodging business unit of Singapore-listed CapitaLand Investment Limited.
As part of the deal, the brand has become the club’s official global hotels partner, with VIP experiences and match tickets on offer.
Since 1984, Ascott has been a leader in the accommodation and serviced homes field, growing to become a trusted hospitality organisation with over 950 properties worldwide. Ascott’s headquarters are in Singapore, and the company operates in more than 220 cities in 40 nations across Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the United States.
Chelsea and Ascott will cooperate to provide money-can’t-buy experiences for Ascott Star Rewards (ASR) members worldwide, such as exclusive admission to Stamford Bridge matches and VIP trips to our Cobham training base. The Ascott brand will also be visible at Stamford Bridge for men’s and women’s matches, in addition to on the team’s social and digital channels, with compelling content for spectators to enjoy.
Furthermore, Ascott has also become the presenting partner of Chelsea’s main international fan interaction event, the Famous CFC, in two foreign markets.
The on-site hotels at Stamford Bridge, which will be run under the “lyf” brand with an emphasis on experience-led social living, will also be managed by Ascott going forward.
Casper Stylsvig, Chelsea FC, Chief Revenue Officer, commented, “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 a number of exciting projects that will accelerate Ascott’s ambitious growth plans in the UK and Europe, while also continuing to connect with our fans from across the globe in innovative and exciting ways.”
Tan Bee Leng, Chief Commercial Officer, The Ascott Limited, said, “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 a series of innovative marketing and promotional initiatives to engage with millions of football enthusiasts across Europe and beyond. Leveraging the club’s massive global fanbase of over 600 million people worldwide and its premier position in European football, the partnership will provide unparalleled opportunities for Ascott to bring together the worlds of hospitality and football to curate memorable fan engagement activities, exclusive offers for Chelsea supporters, and bespoke stay experiences at Ascott properties for fans and guests alike.
“In line with the brand promise of Ascott Star Rewards to ‘Stay Rewarded’, we look forward to bringing Chelsea fans closer to their football heroes, whether at lyf Stamford Bridge London or the properties in our international markets.”
To commemorate the Chelsea-Ascott partnership’s inauguration, ASR members will have access to special Chelsea experiences.
Fans of Chelsea can expect to ‘Score Big’ with stay experiences that include guided stadium tours and unique co-branded merchandise available in limited numbers. Match Day Magic will also make matchday access easier for VIP ASR members, who will receive limited sets of guaranteed tickets to specified home matches as well as pre-game refreshments.
ASR members will also enjoy unmatched access to VIP meet-and-greet sessions with the men’s and women’s teams, pitch-side access before to home matches, exclusive tours of Chelsea’s training fields, and autographed memorabilia. Through these benefits, Ascott hopes to guarantee that each stay acts as a gateway for guests to ‘Stay Rewarded’.