Why Chelsea FC thinks about football outside the world of football

Brian Carruthers

Premier League club Chelsea engages with fans from around the world, many of whom have a totally different relationship with the team than its UK fans – it is now enhancing the way it relates to its 100 million supporters.

Big, tier-one football clubs typically reach up to 500 million fans around the world, according to Adam Field, head of global fan engagement at Chelsea FC.  Many of those will be “passive” fans, but Chelsea itself has around 100 million fans actively connected to the club in some way through its various channels.

So his job title is no sinecure. Appointed in 2017, everything he does must be at scale but still has to have an impact with individuals; striking a balance between width and depth “is one of the hardest challenges that I have faced”, he told the Digital...

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