Featured image credit: Virginia Marinova on Unsplash
Premier League football club Chelsea has appointed The Ascott Limited, the lodging business unit of Singapore-listed CapitaLand Investment Limited, to manage on-site hotels at Stamford Bridge as part of a wider sponsorship deal.
Ascott has been named Chelsea’s official global hotels partner. The partnership will deliver exclusive experiences for Ascott Star Rewards (ASR) members, including access to matches at Stamford Bridge and VIP visits to the club’s Cobham training ground.
As part of the agreement, the Ascott brand will be displayed at Stamford Bridge for men’s and women’s matches, as well as across Chelsea’s social and digital channels. Ascott will also be the presenting partner of Chelsea’s international fan engagement event, the Famous CFC, in two international markets.
Ascott is headquartered in Singapore, with its brands including Citadines, Lyf, Oakwood, Somerset, The Crest Collection and The Unlimited Collection. Stamford Bridge’s on-site hotels will now be operated under the Lyf brand, with a focus to be placed on “experience-led social living”.
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.”
Ascott will replace Hilton as Chelsea’s official global hotel partner.
In April, Chelsea’s ownership group BlueCo completed the purchase of the Sir Oswald Stoll Mansions site from Stoll, which provides houses for veterans.
The site is located next to Stamford Bridge and the acquisition of the land will make it easier for the club to carry out a renovation of the stadium. The 1.2-acre site is located to the west of the stadium, near Fulham Broadway tube station.
Despite the acquisition, Chelsea’s future stadium plans remain unconfirmed. The club has not committed to redeveloping Stamford Bridge or building a new stadium from scratch.
With a capacity of around 40,000, Stamford Bridge is the smallest stadium of the Premier League’s ‘big six’ clubs. Owner Todd Boehly has made the redevelopment of the stadium one of his key priorities since purchasing the club in May 2022.
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