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The Ascott Limited appointed Global Hotels Partner and Chelsea stadium hotels operator
Middle East lodging owner-operator The Ascott Limited has become the Official Global Hotels Partner of Chelsea Football Club.
From July 2024 for the next four Premier League seasons, Ascott will be the Chelsea Football Club’s Official Global Hotels Partner.
The partnership will see an official rebranding of stadium hotels in London under Ascott’s Lyf brand, including the 232-unit stadium hotels in Stamford Bridge in London.
Ascott says it's organising a pipeline of global events for its ASR members as part of the Ascott Privilege Signatures programme. Members of Ascott Star Rewards (ASR) will benefit from ‘money can’t buy’ experiences, including exclusive access to matches at Stamford Bridge and VIP visits to the club's Blues Cobham Training Ground, making the group's loyalty programme an attractive proposition for Middle East-based fans of the Chelsea Football Club.
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The Ascott brand will be displayed at Stamford Bridge during both men’s and women’s matches, as well as across Chelsea’s social and digital channels with engaging content for fans to enjoy.
In line with Ascott’s commitment to bring Chelsea closer to its fans abroad, Ascott will become the presenting partner of Chelsea’s flagship international fan engagement event, the Famous CFC.
Further to this announcement, Ascott is also celebrating another company milestone in the European market as it plans to add six new properties to its European portfolio, marking the debut of The Unlimited Collection brand and expansion of the Lyf brand in Europe.
These new signings, located in Colmar in France and in Edinburgh, Glasgow, Leicester and Manchester in the UK, will boost Ascott’s portfolio by 14% to about 8,000 units across six brands.
Chief Executive Officer for Ascott and CLI Lodging, Kevin Goh said: “As a global tourism and business hub, Europe plays a key role in Ascott’s expansion plans. The diverse and dynamic nature of its hospitality sector offers plenty of scope for Ascott to drive more successful partnerships with owners.
“We expect franchise management to be our next pillar of growth in Europe, where market conditions are conducive for this business segment."
For more information, visit www.discoverasr.com/the-ascott-limited
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