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Creative Chelsea FC

Chelsea FC to grow international fan base with 'All Eyes on London' buzz-building campaign


By Imogen Watson, Senior reporter

December 20, 2019 | 4 min read

As Chelsea FC prepares for two London derbies over Christmas, it has taken a moment to generate hype overseas, in the hope of drawing in larger TV audiences.

All Eyes on London

All Eyes on London

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

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 the club's reach.

Premier League is the most-watched football league in the world 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 revenues. During the 2016/2017 season, media rights 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 effort into growing their international fan bases.

Keen to squeeze as much cash out of its two upcoming London derbies – arch-enemies Tottenham and Arsenal – this festive season, Chelsea has released a campaign that works to generate buzz around the games.

'All Eyes on London' stars team legends Willian Borges da Silva, Christian Pulisic and 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 kitchens of an Indian restaurant.

The film aims to show fans everywhere watching, reading and talking about Chelsea's derby games past and present, making jokes at the expense of its two rivals, fans debate across languages and borders about Chelsea’s all-time great players.

The football stars intersect the narrative, appearing in the various international locations, with Willian getting a trim, Jorginho having dinner with friends and Pulisic appearing in the diner. The film reveals that each location is in fact in the capital.

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

Steve Howell, executive creative director at Dark Horses, said: “Nothing brings fans closer together than local derbies and with games against Spurs and Arsenal both falling in one week, all eyes will be on London. We wanted to take this opportunity to cement Chelsea’s position as one of the biggest clubs in football and bring together their multicultural supporter base not just around the world, but in the capital as well, while also firing some playful shots across the bows of their biggest London rivals.”

Chelsea FC: All Eyes on London by Dark Horses

By Chelsea FC

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