Ascott has also been appointed to fulfill the ongoing management of the hotels based on-site at Stamford Bridge. (Chelsea FC)

Chelsea, of English soccer’s Premier League, have unveiled a new partnership with hospitality company The Ascott Limited (Ascott).

Under a four-year agreement, the firm will serve as the West London club’s official global hotels partner. 

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Ascott replaces international hotel chain Hilton in the role. That brand and Chelsea unveiled a tie-up last July.

The Ascott brand will be displayed at Stamford Bridge for both men’s and women’s matches, as well as across Chelsea’s social and digital channels.

Chelsea and Ascott will collaborate to provide experiences for Ascott Star Rewards members around the world, including exclusive access to matches at Stamford Bridge and VIP visits to the team’s Cobham training ground.  

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Ascott, the lodging business unit of Singapore-listed CapitaLand Investment Limited, will additionally become the presenting partner of Chelsea’s international fan engagement event, the Famous CFC, in two international markets.

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The company has also been appointed to fulfill the ongoing management of the hotels based on-site at Stamford Bridge, which will be operated under the ‘lyf’ brand with a focus on experience-led social living experiences. 

Casper Stylsvig, Chelsea's chief revenue officer, said: “We are excited to welcome The Ascott Limited as our new official global hotels partner, a trusted hospitality company with a global presence.

“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.”

Chelsea has announced several new commercial partnerships in recent weeks, including a deal with cryptocurrency company BingX to become the club’s training kit sponsor for the upcoming season, and a renewal with global analytics software firm FICO.