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. Cavalier was 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.



Prior to the squad leaving for the club's pre-season tour of Asia, they were put through their paces by a 34th-generation Shaolin Monk! To watch more EXCLUSIVE Chelsea content go to: http://che.lc/kj5nza Follow us on Instagram - https://www.instagram.com/chelseafc/ Follow us on Facebook - https://www.facebook.com/ChelseaFC/ Follow us on Twitter - https://twitter.com/ChelseaFC Welcome to the official home of Chelsea Football Club on YouTube.