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

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(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.

“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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