Ascott will assume management of the 232-unit hotels at London's Stamford Bridge, home of Chelsea FC, under the lyf brand from 2H 2024. Photo Credit: The Ascott Limited
Ascott has taken on six new properties to its European portfolio,
launching its new Unlimited Collection brand and expanding the lyf brand
in the region. The brand has also grown its presence in Colmar in
France, as well as Edinburgh, Glasgow, Leicester and Manchester in the
United Kingdom – upping its current availability to 29 cities in Europe.
The hotel brand has also officially become the official global hotels
partner of the Chelsea Football Club, and will assume management of the
232-unit stadium hotels at London’s Stamford Bridge, home of Chelsea,
from the later part of this year. The properties will be rebranded as
lyf Stamford Bridge London in the second half of 2025.
This partnership will offer “money can’t buy” experiences for members
of the Ascott Star Rewards (ASR) loyalty programme, including exclusive
access to matches at Stamford Bridge and VIP visits to The Blues Cobham
Training Ground. Ascott will also be the presenting partner of
Chelsea’s flagship international fan engagement event, the Famous CFC,
in two international markets.
Tan Bee Leng, chief commercial officer, Ascott, shared: “The
partnership will provide unparalleled opportunities for Ascott to bring
together the worlds of hospitality and football to curate memorable fan
engagement activities, exclusive offers for Chelsea supporters, and
bespoke stay experiences at Ascott properties for fans and guests
alike.”
The ASR loyalty programme will also offer members exclusive
opportunities to “Stay Rewarded” with offers to attend events like
Premier League football matches, major tennis tournaments such as
Wimbledon 2024, and other high-profile activities.