Chelsea FC: All Eyes on London by Dark Horses

As Chelsea Football Club (CFC) prepares for two London derbies over Christmas, it has taken a moment to generate hype overseas, in the hope of drawing in greater TV audiences.

Building on the club's 'Pride of London' positioning, ‘All Eyes on London’ is the first in a series of brand films CFC has commissioned Dark Horse to produce. Throughout the second half of the 2019/2020 football season, the agency has been tasked with responding to key cultural moments.

While the 2018/2019 Premier League season pulled in an average game attendance of 38,484 people, that was just the tip of the iceberg in terms of reach.

Compared to other football leagues, The Premier League draws in the highest global television audience, thanks to its network of broadcast partners that enable millions of fans across the world to get closer to the game.

Beyond kit sponsorship, ticket sales, and stadium advertising, the Premier League gains its biggest buck from media rights revenue. During the 2016/2017 season, the media rights revenue of the Premier League generated €249.5m in the Americas, €754.8m in EMEA and €548.2m - amounting a whopping €1.55bn.

With top clubs' finances relying on international audiences and TV rights, a growing number of clubs are putting more emphasis on growing their international fan bases.

Keen to squeeze as much cash out of its two London derbies this festive season, CFC has released a campaign that works to generate buzz around the games. Taking place either side of Christmas CFC will go up against its arch-enemies Tottenham and Arsenal.

'All Eyes on London' stars Chelsea legends, Willian Borges da Silva, Christian Pulisic and Jorge Luiz Frello Filho, best known as Jorginho.

Celebrating London's multicultural heritage, the film begins with a montage of shots from around the world. From Brazilian barbers to an American diner and the kitchen in an Indian restaurant.

The film aims to show 'everyone' is watching, reading and talking about Chelsea's derby games past and present, making jokes at the expense of its two rivals. It shows fans debating about Chelsea’s all-time great players - all happening in different languages.

The football stars intersect the narrative, appearing in the various international locations, with Willian getting his famous hair trimmed, Jorginho having dinner with friends and Pulisic appearing in the diner.

There is a twist at the end when the stars leave, and it is revealed that every scene is actually in London.

The film will run across CFC’s Instagram TV, Facebook, YouTube, Twitter channels, as well as the 5th Stand app and website and also on players' social channels.