This partnership is the first time an English Premier League team has signed with a global hotel group, and a Singapore-owned group at that, according to Mr Chris Madsen, Chelsea’s Head of Partnership Management Asia.
Mr Franck Kermarrec, Senior Vice President of MHR, revealed that this exclusive ‘Global Hotel Partnership’ was a natural progression for the Group given that MHR has had a close relationship with Chelsea Football Club for over ten years, managing two hotels at Stamford Bridge, home to the Club in West London. MHR hotels have provided Chelsea FC fans with the perfect home at ‘the Bridge’ as the two hotels are located right in the heart of the Club.
Given the rise of sports tourism in Asia in recent years, this timely partnership will not only enhance the perception of both brands on a global platform but will also add to the breadth of services offered by MHR, added Mr Kermarrec.
Some estimates put Asia’s total football fan base at more than a billion and Chelsea FC alone has over 240 million fans now across the region. Fans are much more inclined to travel to watch their favourite teams play and will naturally have a closer affiliation to a hotel that has strong links to the club they support.
With memorable guest experiences that sets MHR apart from other hotel groups, guests will be able to access a selection of unique football-focused room packages, book a range of guest experiences and enter competitions to win money-can’t-buy prizes on the new Millennium Chelsea FC website or by searching #stayalltogether on social media.
Providing the perfect base for Chelsea FC fans this football season, MHR guests can also book the ultimate Blues supporter hotel package, complete with a delicious ‘eat like a Blue’ breakfast, ‘energise like a Blue’ smoothie, ‘train like a Blue’ fitness centre access and a Chelsea FC welcome gift. The package is also inclusive of a room for two guests, club lounge access, free high speed wi-fi, late check out and My Millennium reward points.
As the partnership develops, MHR will be offering a range of exciting promotions to guests including ‘once-in-a-lifetime’ opportunities, such as; training ground ‘meet & greet’ experiences with players, hospitality box access, VIP travel packages for European away matches and signed merchandise.
Excited to formalise the strong relationship with MHR into a global partnership, Mr Chris Townsend OBE, Commercial Director at Chelsea Football Club, said, “Millennium Hotels and Resorts boasts some exquisite properties around the world and we look forward to welcoming another leading brand into the Chelsea partner family.”