Ascott Becomes Official Global Hotels Partner of Chelsea FC; Will Take Over Stadium Hotels

Dark/Light Mode (09/07/24)  Ascott, the lodging business unit of Singapore-listed CapitaLand Investment, has become the official global hotels partner of Chelsea Football Club in London, England.

As part of the deal, Ascott will also assume management of two hotels next to Stamford Bridge, home of Chelsea Football Club, in H2 2024.

The hotels, which are next to the stadium and are currently managed by Millennium & Copthorne - another Singapore-based company, will be rebranded as lyf Stamford Bridge London in H2 2025.

The two properties have a total of 232 units and will become an anchor showcase of Ascott’s hospitality to Chelsea fans from around the world.

Ascott has become the Official Global Hotels Partner of Chelsea FC and will take over the two stadium hotels

“We are excited to welcome Ascott as our new official global hotels partner, a trusted hospitality company with a global presence,” said Casper Stylsvig, Chelsea FC's Chief Revenue Officer. “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.”

The partnership will also enable Chelsea and Ascott to collaborate on providing unique 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.

Ascott is also set to become the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC, in two international markets.

“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,” said Tan Bee Leng, CCO, Ascott. “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.”

Headquartered in Singapore, Ascott has a portfolio of over 950 properties in more than 220 cities in over 40 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa, and USA.

“Our European portfolio has been delivering strong performance, driving average daily rates of almost 30% higher than pre-pandemic levels. In 2023, our properties in Europe far exceeded all other markets in terms of revenue per available unit (RevPAU) and contributed to almost 16% of Ascott’s global revenue,” said Lee Ngor Houai, Chief Operating Officer, Europe, Middle East, Africa (EMEA), South Asia and China, Ascott. “Europe also serves as a significant source of guests for Ascott’s extensive network of hotels worldwide. In 2023, travellers from Europe contributed to about 16% of Ascott’s global hospitality business. Riding on Ascott’s expanded portfolio in Europe coupled with increased efforts to build on the brand in the region, we are targeting to almost double this figure to 30% by 2028, placing Europe as a top three source market for Ascott.”

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