With Strava’s base of 195 million athletes, Chelsea aims to build fan loyalty through activity-based engagement as effectively as matchday content.
Chelsea Football Club has announced its official launch on Strava, the app for active people that boasts over 195 million athletes in more than 185 countries. The partnership makes Chelsea the first Premier League and Barclays Women’s Super League (BWSL) club to establish an official presence on Strava.
The new collaboration is meant to unlock new ways to strengthen Chelsea fans’ ties to the club and to each other through shared experiences, active challenges and community-led activity. The launch exemplifies the growing use of digital platforms by football clubs to create global communities beyond matchday.
Scott Fenton, Brand Director for Chelsea Football Club, commented: “By working with Strava and becoming the first Premier League and BWSL teams to establish an official presence on Strava, we can lean into participation culture, understand where our fans are while offering new experiences for them and strengthen the bonds that unite our global community.”
For Mel Jarrett, Director of Athlete and Community Partnerships at Strava, the new partnership with Chelsea FC “is a powerful demonstration of how brands are engaging with their communities.”
