Executive Summary
With over 100 million fans across social channels but with a stadium capacity of 42,000 our objective was simple - to create a 5th Stand for our global fans to get closer to the action and show their passion and support for Chelsea Football Club.
This represented no small undertaking - our fan base is not only global but spans a broad range of age groups and demographics and a broad spectrum of levels of fandom - from life-long season ticket holders to more casual followers. In addition to enriching fans' matchday experience, our aim was to engage...