Chelsea, of English soccer’s Premier League, have unveiled a new partnership with hospitality company The Ascott Limited (Ascott).

Under a four-year agreement, the firm will serve as the West London club’s official global hotels partner. 

Ascott replaces international hotel chain Hilton in the role. That brand and Chelsea unveiled a tie-up last July.

The Ascott brand will be displayed at Stamford Bridge for both men’s and women’s matches, as well as across Chelsea’s social and digital channels.

Chelsea and Ascott will collaborate to provide experiences for Ascott Star Rewards members around the world, including exclusive access to matches at Stamford Bridge and VIP visits to the team’s Cobham training ground.  

Ascott, the lodging business unit of Singapore-listed CapitaLand Investment Limited, will additionally become the presenting partner of Chelsea’s international fan engagement event, the Famous CFC, in two international markets.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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

Casper Stylsvig, Chelsea's chief revenue officer, said: “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.”

Chelsea has announced several new commercial partnerships in recent weeks, including a deal with cryptocurrency company BingX to become the club’s training kit sponsor for the upcoming season, and a renewal with global analytics software firm FICO.