Chelsea money-can’t-buy experiences deal

Article posted by Coliseum, July 16^th, 2024

Image: Coliseum GSVA

The Singaporean real estate and lodging company Ascott has entered into a partnership with the Premier League team Chelsea Football Club (UK).

‘markets.businessinsider.com’ stated that the partnership will offer experiences for the Ascott Star Rewards (a loyalty program designed to make people’s stay with Ascott more rewarding) members around the world, including exclusive access to matches at the Chelsea F.C. home ground – the Stamford Bridge in London, England (UK) – and VIP visits to ‘The Blues’ Cobham Training Ground.

Ascott has also become the Official Global Hotels Partner of the Chelsea Football Club for the next four seasons, starting July 2024. As part of this partnership, Ascott will manage the 232-unit stadium hotels at London’s Stamford Bridge, rebranding them as lyf Stamford Bridge London in the second half of 2025.

The Ascott Limited is a trusted hospitality company with more than 950 properties globally. Headquartered in Singapore, Ascott’s presence extends across more than 220 Cities in over 40 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the United States. Ascott’s diversified accommodation offerings span serviced residences, coliving properties, hotels, and independent senior living apartments, as well as student accommodation and rental housing.

The Chelsea Football Club is a professional football club based in Fulham, West London, England (UK). The club competes in the Premier League, the top tier of English football. Founded in 1905, the team play their home games at the Stamford Bridge.

The Stamford Bridge is a football stadium in Fulham, adjacent to the borough of Chelsea in West London (UK). It is the home of the Premier League club Chelsea F.C. With a capacity of 40,343, it is the ninth largest venue of the 2024-2025 Premier League seasons and the 11th largest football stadium in England.

The Cobham Training Centre is the training ground of the Chelsea Football Club located in the Village of Stoke d’Abernon (Village in England) near the Village of Cobham, Surrey (UK). The Chelsea first team have trained at the Cobham Training Centre since 2005, but it was not officially opened until 2007.

The Chelsea Football Club unveiled on July 10th The Ascott Limited (Ascott), the lodging business unit of the Singapore-listed CapitaLand Investment Limited (a leading global real asset Manager with a strong Asia foothold) as its new official global hotels partner.

‘markets.businessinsider.com’ further stated that a pioneer in the accommodation and serviced residences space since 1984, Ascott has grown to be a trusted hospitality company with over 950 properties globally under popular brands including Ascott, Citadines (‘City dwellers’), lyf (a hospitality concept that provides coliving spaces for the digital nomads, the technopreneurs, the creatives, and the self-starters), Oakwood (concept of Home + Beyond), Somerset (aims to create a stay where families of all generations can share joyful moments), The Crest Collection (an exclusive curation of hotels and serviced residences), and The Unlimited Collection (properties which surround one in a kaleidoscope of festivals, art, music, craft, food, and language steeped in the local culture).

‘markets.businessinsider.com’ further stated that the partnership will enable Chelsea and Ascott to collaborate on providing money- can’t-buy experiences for Ascott Star Rewards (ASR) members around the world, including exclusive access to matches at the Stamford Bridge and VIP visits to ‘The Blues’ Cobham Training Ground. The Ascott brand will also be displayed at the Stamford Bridge for both men’s and women’s matches, as well as across Chelsea’s social and digital channels with engaging content for the fans to enjoy.

In exciting news for ‘The Blues’ fans based overseas, Ascott will become the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC (multiday global fan tour that will be held in key Cities around the world), in two international markets. More details on this will be shared soon.

Ascott has also been appointed to fulfill the ongoing management of the hotels based on site at the Stamford Bridge which will be operated under the ‘lyf’ brand with a focus on experience-led social living.

Commented Casper Stylsvig, Chelsea F.C.’s Chief Revenue Officer, “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 United Kingdom and Europe, while also continuing to connect with our fans from across the globe in innovative and exciting ways.”

Concluded Tan Bee Leng, Chief Commercial Officer, The Ascott Limited, “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 the millions of football enthusiasts across Europe and beyond. Leveraging the club’s massive global fan base 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 the Chelsea supporters and bespoke stay experiences at the Ascott properties for the fans and the guests alike. In line with the brand promise of Ascott Star Rewards to ‘Stay Rewarded’, Ascott looks forward to bringing the Chelsea fans closer to their football heroes, whether at the lyf Stamford Bridge London or the properties in our international markets.”

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