Chelsea Offer Brands Short-term Media Partnerships

Chelsea have officially launched a new media proposition they say will enable brands to collaborate with the club on “short-term tactical media campaigns”. 

Following a campaign with Duracell in December 2019, which took place across Chelsea’s first match shown live on Amazon Prime Video, the club is now seeking to expand its short term offering.

The club’s latest proposition includes access to players as well as creative and production teams, and is offering the club’s social, digital, and online reach. 

“Our ability to give brands the opportunity to access our global superstars and create branded content, ideated and produced by our award-winning creative and production teams, positions us as one of the most compelling new media publishers in the industry,” said Gary Twelvetree, Director of Marketing, Chelsea FC.

The club has been working with sports marketing and technology agency Two Circles to redefine the way they package, value and sell digital rights, while the club says the offering of short-term, standalone media campaigns recognise increasing demand from brands for digital assets that reach an audience effectively and against agreed KPIs.

Chris Townsend OBE, Commercial Director at Chelsea FC, said: “Traditional sponsorships are and always will be a hugely effective marketing and commercial solution, and we are truly proud of the group of world-class brands we have partnered with. However, we recognise that brands such as Duracell want to market their products and buy their media in a different way – around new campaigns and at peak sales moments.”

Chelsea say the December 2019 Duracell campaign resulted in hundreds of thousands of social engagements for the brand and helped Duracell to achieve a significant uplift in Power Bank sales, as well as positive brand sentiment amongst Chelsea fans as well as general football fans.

The campaign included players such as Mason Mount, Michy Batshuayi and Callum Hudson-Odoi.