S'pore's Ascott signs hospitality deal with Chelsea Football Club

Fans will be able to book stay packages and enjoy VIP visits to club’s training grounds

- Tay Hong Yi

LONDON Chelsea fans will be thrilled after Singapore-headquartered hospitality group The Ascott Limited secured a tie-up with their favourite football club.

Ascott will be the five-time English Premier League champions' official global hotels partner for the next four seasons, starting in July 2024, as part of a deal said to be the first of its kind for a Singapore hospitality group.

Through the partnership, fans will be able to book customised stay packages, while members of the Ascott Star Rewards programme can receive exclusive loyalty rewards.

One compound set to be open for guest bookings for the first time is a luxurious wood-panelled cottage Chelsea's Cobham training grounds in the countryside outside London, built by past owner Roman Abramovich and now used for club events.

Meanwhile, rewards lined up include experiences which the two partners said in a July 8 statement cannot be bought with money alone, such as VIP visits to the club's private training grounds and meet-and-greet sessions with the men's and women's football teams.

Tickets for select home matches, which will come with pre-game refreshments, will also be set aside on a limited basis for higher-tier members.

Guided stadium tours and commemorative co-branded merchandise will also be available in limited quantities.