Ascott’s first Chelsea-themed hotel suites in Asia were unveiled in Jakarta on 29-30 November 2025, timed with The Famous CFC Jakarta fan event and led by former Chelsea captain Gary Cahill, drawing hundreds of supporters into two days of football, community outreach and brand collaboration across the city.
The launch marked the latest chapter in Chelsea Football Club’s global fan engagement strategy, designed to take the club beyond the stadium and into the everyday spaces of its supporters. Jakarta was chosen as the host city for the third edition of The Famous CFC in recognition of Indonesia’s large and vocal Chelsea following, as well as the growing partnership between the club and The Ascott Limited, now in its second season as Chelsea’s Official Hotels Partner. The Jakarta edition also signalled Ascott’s intent to deepen the idea of experience-led stays by weaving football culture into hospitality.
Across two days, the programme unfolded at several Ascott properties, including Ascott Sudirman Jakarta, Citadines Sudirman Jakarta, and HARRIS Hotel & Conventions Kelapa Gading. The unveiling of Asia’s first Chelsea-themed suites formed the centrepiece. At Ascott Sudirman Jakarta, The Legend Suite was introduced as a tribute to Chelsea’s history, featuring curated memorabilia and visual references to key moments in the club’s story. At Citadines Sudirman Jakarta, The Bridge Suite offered a matchday-inspired setting with Chelsea-themed interiors and audiovisual elements designed for group stays and shared viewing experiences. Beyond the suites themselves, the event programme included a fireside chat, fan meet-and-greets, pre-match gatherings and a live screening of Chelsea’s fixture against Arsenal.
Gary Cahill served as both guest of honour and anchor for much of the weekend’s activity. He opened the event with a public conversation reflecting on his playing career and time at Chelsea, before leading the formal unveiling of The Legend Suite. Over the course of the weekend, he also visited several Ascott properties across Jakarta, carrying the event’s momentum beyond a single venue. On the second day, Cahill took part in a community visit to ASIOP Stadium, where students from the Saraswati Learning Centre, a special needs school, joined arts, crafts and football activities in a programme focused on inclusion and access to sport. The visit underscored the social dimension of the partnership, moving the weekend beyond spectacle into direct engagement.
Behind the scenes, the event was shaped by the collaboration between Chelsea Football Club and The Ascott Limited, with support from Ascott Star Rewards, Ascott’s global loyalty programme. Chelsea’s partnerships team highlighted the Jakarta turnout as evidence of the club’s international reach, while Ascott framed the weekend as an extension of its push toward experience-driven travel. The company also used the occasion to signal its next major football-linked hospitality project, lyf Chelsea London, scheduled to open near Stamford Bridge in the second quarter of 2026.
For attendees, The Famous CFC Jakarta offered a mix of proximity and participation: access to a former club captain, shared matchday rituals far from London, and a preview of how football identity can translate into physical spaces. For the wider audience, the event illustrated how sports partnerships are increasingly designed to live across hospitality, travel and community platforms rather than remaining confined to sponsorship logos. With reservations now open for both Chelsea-themed suites in Jakarta and future editions of The Famous CFC already on the horizon, the partnership shows little sign of slowing.
Those curious to follow where this collaboration goes next, or to explore the Chelsea-inspired stays for themselves, can keep an eye on Ascott’s upcoming programmes and future fan events as the partnership continues to evolve.
