LONDON / SINGAPORE – Chelsea Football Club has unveiled The Ascott Limited (Ascott), the lodging business unit of Singapore-listed CapitaLand Investment Limited, as its new official global hotels partner.
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, lyf, Oakwood, Somerset, The Crest Collection and The Unlimited Collection. 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 USA.
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 Stamford Bridge and VIP visits to The Blues 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.
The partnership will offer experiences for Ascott Star Rewards members around the world, including exclusive access to matches at Stamford Bridge and VIP visits to The Blues Cobham Training Ground.
In exciting news for Blues fans based overseas, Ascott will become the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC, in two international markets. More details on this will be shared soon.
Ascott has also been appointed to fulfil 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.
Casper Stylsvig, Chelsea FC’s 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 celebrate the launch of the Chelsea-Ascott partnership, please refer to the Annex for Chelsea experiences lined up for Ascott Star Rewards members.
The article Ascott checks in with Chelsea FC global hotels partnership first appeared in TravelDailyNews International.