Chelsea FC: Planning plays love doctor to the rich and famous

This case study reveals how Chelsea FC, the London-based football club, used a targeted direct mail campaign engaging CEOs of potential sponsors to boost its revenues by £40m per year through signing a new long-term sponsorship partner.

Chelsea FC: Planning plays love doctor to the rich and famous

Sam Wise

Campaign details

Client: Chelsea FCAgency: Saatchi & SaatchiBrand: Chelsea FC

Summary

This is the story of how planning guided one of the most famous football clubs in the world from nouveau riche kids on the block, to their rightful place at the top table of football's European gentry. Like the most successful social climbing, we achieved it through marriage.

To accomplish this union there were 3 main hurdles that we had to negotiate:

Firstly, we had to go to work on Chelsea....

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