Ascott Limited, the official global hotels partner of Chelsea Football Club (F.C.), has taken over two properties at Stamford Bridge, the club's home stadium in London. This move is part of a broader sponsorship deal and marks a significant milestone for both entities.
The global hospitality company, Ascott Limited, which boasts over 950 properties worldwide, announced on November 26 that it has assumed management of both the Millennium and Copthorne hotels at Stamford Bridge. These two on-site hotels are now collectively known as Stamford Bridge Hotel. Conveniently located next to Chelsea stadium and near Fulham Broadway tube station, these establishments offer easy access to football fans and visitors alike.
Following an extensive renovation set for completion in 2025, the Stamford Bridge Hotel will be rebranded under Ascott’s lyf brand. The revamp will modernize interiors to cater to travellers seeking flexibility and connection. The new hotel will be christened lyf Chelsea London - a nod towards Ascott’s 'live your freedom' brand ethos known for its experience-led social living concept.
This transition aims to enhance guest experiences through Ascott’s operational expertise and global network - further enriched by their current partnership with Chelsea F.C.
A strategic partnership
In July this year, Ascott was named as Chelsea F.C.’s official global hotel partner. This collaboration offers exclusive experiences for members of the Ascott Star Rewards (ASR) program such as access to matches at Stamford Bridge and VIP visits to Cobham training ground – the club's training facility. Additionally, the prominent display of the Ascott brand during men's and women's matches at Stamford Bridge along with visibility across Chelsea’s social media platforms underscores this strategic alliance.
Tan Bee Leng, Chief Commercial Officer at The Ascot Limited expressed excitement over the takeover, stating that it marked a significant milestone for Ascott's expansion in London.
Tan Bee Leng, chief commercial officer Ascott Limited, said:
“The takeover of Stamford Bridge Hotel marks a significant milestone for Ascott as we expand our footprint in London. We are really looking forward to rebranding the hotel under our lyf brand, which is known for its vibrant and community-centric living spaces.
“Our plans for lyf Chelsea London include extensive renovations to enhance guest experiences and create a dynamic environment that aligns with the lyf brand’s ethos. We look forward to welcoming guests – including football fans – to this iconic location and providing them with unique and memorable stays.”
A win-win situation
Headquartered in Singapore, Ascott’s extensive presence spans more than 230 cities across over 40 countries. This strategic partnership with Chelsea F.C. promises to elevate the hospitality experience for guests and football fans alike.
Ascott’s diverse portfolio includes brands such as Citadines, lyf, Oakwood, Somerset, The Crest Collection and The Unlimited Collection. This partnership with Chelsea FC underscores Ascott’s commitment to delivering exceptional hospitality experiences and fostering meaningful connections with guests and fans worldwide.
This collaboration between Ascott Limited and Chelsea F.C., coupled with the takeover of Stamford Bridge Hotel represents a win-win situation - promising enhanced guest experiences while also providing unique opportunities for football fans.
