SINGAPORE: The CapitaLand subsidiary Ascott Limited on Monday (Jul 8) announced a multi-year sponsorship deal with English Premier League football club Chelsea.
For the next four seasons, the hospitality firm will be Chelsea's official global hotels partner. As part of the deal, Ascott will take over the management of the two stadium hotels at Chelsea's London home ground from the second half of this year.
The existing Millennium and Copthorne Hotels - comprising 232 units - will be rebranded lyf Stamford Bridge London in the second half of 2025.
"Leveraging Chelsea’s strong following as one of the world’s 10 most popular football clubs, Ascott aims to introduce its extensive portfolio of hospitality brands and properties around the globe to a new catchment of guests," said the company.
The partnership with the five-time Premier League champion club will provide "money can't buy" experiences for members of the Ascott Star Rewards loyalty programme worldwide, added Ascott.
The company touted "exclusive access" for members to matches at Stamford Bridge and "VIP visits" to the club's training centre, Cobham Training Ground.
"The Ascott brand will also be displayed at Stamford Bridge for both Men’s and Women’s matches, as well as across Chelsea’s social and digital channels with engaging content for fans to enjoy," said the hospitality company.
It added that Ascott will also become the presenting partner of Chelsea's flagship international fan engagement event, the Famous CFC, in two international markets.
Ascott's Chief Commercial Officer Tan Bee Leng said: "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."
She noted that the partnership would provide "unparalleled opportunities" for Ascott to "curate memorable fan engagement activities, exclusive offers for Chelsea supporters, and bespoke stay experiences at Ascott properties for fans".
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For the next four seasons, the hospitality firm will be Chelsea's official global hotels partner. As part of the deal, Ascott will take over the management of the two stadium hotels at Chelsea's London home ground from the second half of this year.
The existing Millennium and Copthorne Hotels - comprising 232 units - will be rebranded lyf Stamford Bridge London in the second half of 2025.
"Leveraging Chelsea’s strong following as one of the world’s 10 most popular football clubs, Ascott aims to introduce its extensive portfolio of hospitality brands and properties around the globe to a new catchment of guests," said the company.
The partnership with the five-time Premier League champion club will provide "money can't buy" experiences for members of the Ascott Star Rewards loyalty programme worldwide, added Ascott.
The company touted "exclusive access" for members to matches at Stamford Bridge and "VIP visits" to the club's training centre, Cobham Training Ground.
"The Ascott brand will also be displayed at Stamford Bridge for both Men’s and Women’s matches, as well as across Chelsea’s social and digital channels with engaging content for fans to enjoy," said the hospitality company.
It added that Ascott will also become the presenting partner of Chelsea's flagship international fan engagement event, the Famous CFC, in two international markets.
Ascott's Chief Commercial Officer Tan Bee Leng said: "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."
She noted that the partnership would provide "unparalleled opportunities" for Ascott to "curate memorable fan engagement activities, exclusive offers for Chelsea supporters, and bespoke stay experiences at Ascott properties for fans".
Continue reading...