Chelsea FC’s Christmas Campaign: A Masterclass in Community, Culture, and Content...

Chelsea shows us how combining; community, culture and content builds a deeper connections with fans in its 2024 Christmas campaign....

Happy new week,

It’s beginning to look a lot like Christmas!

The festive season is upon us, and the Christmas ads are starting to flood in, reminding us how quickly the year has flown by. Chelsea FC has set the pace by dropping the first Christmas ad from a Premier League club this season. Its “Wrap Up Warm” campaign perfectly captures the essence of what drives deeper connections with fans: Community, Culture, and Content.

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Community

Chelsea FC and the Chelsea Foundation launched this Christmas ad campaign to tackle homelessness in London during the coldest time of the year. Teaming up with several charities, the club will collect donations of warm clothing from fans and local residents at designated drop-off points during upcoming matches. These donations will be distributed to disenfranchised communities across south west London ahead of Christmas.

Chelsea will also collect monetary contributions to support charities across London, helping to combat the root causes of homelessness year-round. Chelsea Foundation CEO Laura Cordingley emphasised the club's vital role in supporting over 3,000 homeless people within the local community.

The men's and women's teams will also make significant donations to foundations in need, such as the Barons Court Project, a charity tied to the Chelsea Supporters' Trust and the only day centre in Hammersmith and Fulham that supports the homeless.

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Culture

The campaign features a small group of true Blue Chelsea fans, including rapper Central Cee, Madness band lead singer Suggs, and Blues legend Jimmy Floyd Hasselbaink. The all star lineup resonates with Chelsea’s wide-ranging supporter base. Building a closer connection with Central Cee, in particular, helps the club stay relevant and appealing to younger audiences, furthering its goal of being "London's club."

Chelsea creatively linked their efforts to help the homeless with the buzz around "Cold Palmer," featuring the impactful slogan “Leave the cold to Cole.” This shows they’re in tune with fans' conversations, strengthening the connection between the club and its young supporters.

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Content

Everyone loves a Christmas advert; it's a tradition we all grew up with. The narrative is both touching and inspiring. It starts with a young boy exploring Stamford Bridge, mirroring the awe and excitement of every young fan. As he interacts with players and iconic fans, the story finishes in a powerful moment where he receives a warm jacket from Cole Palmer, accompanied by the slogan “Leave the cold to Cole.”

This kind of content resonates deeply with fans, making it highly shareable and strengthening their bond with the club. It’s not just an advert; it’s a story that brings fans closer to Chelsea FC, aligns with the club’s mission, and encourages tangible actions to support those in need.

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This campaign is a prime example of how leveraging Community, Culture, and Content can lead to more meaningful and impactful fan engagement, fostering deeper connections that go beyond on-field performance. By embracing brand purpose and positioning themselves as "London's club," Chelsea FC demonstrates how clubs and brands can utilise these three elements to create a lasting impact.

What can we learn from Chelsea? 

1. Understand that your club is a brand; develop a brand voice beyond football to become a lifestyle brand.

2. Make a meaningful impact locally while striving for global reach.

3. Leverage cultural insights and creativity to craft content that tells an authentic story.

That’s all from me today! Thanks for reading, have an amazing week ahead. As always feel free to reach out if you want to chat about anything marketing, culture, community or if you’ve got something specific you want to dive into.