Chelsea meets asia
Introducing the UK’s most prestigious football club to China.
Asia is a huge growth market for European football teams, and building a strong fanbase in the region is crucial for attracting commercial partnerships and selling merchandise. Adam met with Chelsea’s Marketing Director, Gary Twelvetree, who had been pitched to by an established advertising agency to make 1 piece of content for > £100k. Adam challenged Gary that Cavalier could make 10 pieces of content for that price. After demonstrating Cavalier’s creativity and ideas, we were commissioned to lead Chelsea Football Club’s first ever content & influencer campaign for the 9 days the team were in China & Singapore.
Our team integrated with Chelsea’ in-house commercial & marketing teams to plan a detailed multi-channel content-led communications strategy to leverage the build up to the tour as well as key moments including fixture announcements, landing in China, landing in Singapore, and of course the games themselves.
Cavalier created 11 pieces of bespoke content in the space of 3 weeks, including 2 hero pieces featuring first team players. The films collated more than 20 million views across 9 days - despite a large amount of the content being put on hold following a controversial incident with a player.
We further commissioned dozens of influencers across Asia to help promote the #TourOfTheChampions campaign, helping create content that generated x5 engagement compared to previous Chelsea activity.