Everton’s former chief Keith Wyness has claimed Chelsea have signed a hotel sponsorship deal worth around “£10-15million” with Ascott.
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Ascott announced a “multi-year” partnership with Chelsea on Monday (8 July), becoming the official global hotels partner at Stamford Bridge to replace Hilton.
The Singapore-based outfit claimed the deal will provide “money can’t buy” experiences for members of the Ascott Star Rewards loyalty programme worldwide.
They claim the deal will open the door to “exclusive access” for members to matches at Stamford Bridge and “VIP visits” to the Cobham training ground.
Chelsea strike ‘£15m’ deal with Singaporean hotel giants
Chelsea recorded £210million in commercial revenue for the 2022-23 campaign – the fifth-highest figure in the Premier League.
Wyness told Football Insider‘s Insider Track podcast: “It’s very interesting, it’s a four-year deal as I understand it.
“Ascott have become the hotel sponsor. This is part of the whole brand-building for them, as they’re not well-known in the UK.
“They’re starting a push into Europe with 950 properties worldwide.
“They’re looking at doing money-can’t-buy prizes for their loyalty program, like going to the training ground and meeting the Chelsea players.
“There will be matchday access at Stamford Bridge. That’ll be valuable as they build this brand.
“I don’t know if that will attract fans of other clubs – that’s always the problem.
“It would be interesting to know how much money changed hands in this transaction.
“The Premier League will be looking at the terms and seeing if this deal is fair market value.
“In terms of valuation, it’s hard to put a value on but you’d expect something like this to be worth around £10-15million.