Ascott, the lodging arm of CapitaLand Investment, is known for its commitment to exceptional guest experiences and rewarding loyal members. Now, they’ve taken a big step forward by partnering with Chelsea Football Club (Chelsea FC) as their official global hotels partner for the next four years. This collaboration marks the beginning of an exciting journey for both organizations, promising unforgettable experiences for guests and fans alike.
A Winning Combination: Shared Values and Unique Benefits
This partnership is a perfect match, as both Ascott and Chelsea FC prioritize delivering remarkable experiences. It’s a union that brings together the world of hospitality and the thrill of football, creating a unique blend of excitement and luxury.
For Ascott Star Rewards (ASR) members, the benefits are truly extraordinary. They’ll have exclusive access to Chelsea FC matches at Stamford Bridge – the iconic home stadium – as well as VIP tours of the Cobham Training Ground and the chance to stay in a charming villa owned by the former club owner.
Beyond the exciting fan experiences, Ascott will benefit from increased brand visibility within Chelsea FC’s vast network of supporters, reaching over 600 million people worldwide. The Ascott brand will be prominently displayed at Stamford Bridge for both Men’s and Women’s matches, and they’ll be active on Chelsea FC’s social media platforms.
Ascott will also become the presenting partner of Chelsea’s Famous CFC fan event, which will be held in two international markets, with Asia being a key focus for engaging more fans.
A New Era for Stamford Bridge: The lyf Hotel
The partnership also includes the management of the twin-tower hotel at Stamford Bridge – a key asset owned by BlueCo, the consortium that owns Chelsea FC. Ascott will take over management in the second half of 2024, and the hotel will become a lyf property by the second half of 2025.
This lyf Stamford Bridge London will be Ascott’s first stadium hotel and their largest lyf property, offering 232 rooms. Ascott plans to update the hotel’s furnishings to align with their lyf brand standards, making it a stylish and modern destination for travelers.
Voices of Excitement: Leaders Share Their Vision
Tan Bee Leng, Chief Commercial Officer of Ascott, highlighted the exciting opportunities to blend hospitality and football, creating unforgettable fan experiences, exclusive offers for Chelsea supporters, and bespoke stay experiences at Ascott properties.
Casper Stylsvig, Chief Revenue Officer of Chelsea FC, described the partnership as a “great brand fit” because of Ascott’s commitment to exceptional customer experiences, which aligns perfectly with their goals. He believes that Ascott’s widespread reach in the travel and tourism community will allow them to connect with a “younger, energetic and innovative” audience.
A Global Collaboration: A World of Possibilities
This partnership isn’t limited to just one location. The Premier League is an international event and Ascott and Chelsea FC will work together on a global scale. The collaboration will bring exciting opportunities to both brands around the world.
Unveiling the Future: Excitement for the First Season
The first exciting activations will start with the kick-off of the Premier League 2024/2025 season on August 18th. Ascott is already gearing up for this exciting time, with plans for global marketing campaigns to create excitement for this new partnership.
This partnership is a winning combination, bringing together the passion of football with the excellence of Ascott’s hospitality. It promises to deliver unique experiences for fans, elevate the brand, and open up a world of possibilities for both Ascott and Chelsea FC.
