Chelsea FC Global Supporters Clubs

Creating a global fan engagement programme. Everyone Everywhere

Chelsea FC has over 120 Official Supporters Clubs across the globe - from New York to Nepal. These die-hard fans act as ambassadors for the club and spread their support throughout their communities. We worked with Chelsea FC to create an official supporters club and fan engagement experience that would bring fans closer to the club.

Create a unifying visual identity which allows each individual Supporters Club to have their own official 'logo' and for the first time - be able to feature the official club crest. This new flexible system also allows each club to identify their membership level.


Alongside the new identity, we've developed an art direction style called 'turning the world blue', this distinctive new photography captures fans and players in action and celebration, bringing everyone closer to the club.


We've also designed and developed a number of promotional packs, tools and guides for new supporters clubs and fans wanting to join one.


To help club secretaries grow their membership numbers, a new and innovative desktop application has been created, which allows club secretaries to design and publish their own social posts across Twitter, Instagram, Facebook and Wechat.

Brand Strategy, Tone of Voice, Brand Identity, Art Direction, Animation, Advertising, Sales Toolkits, Social Templates, Desktop Application.

The Result 
Growth in Supporters Club applications 

(Pre-Launch 2017-2019 sales were 20% growth)


35 Kingsland Road


E2 8AA

+44 20 7042 6311

© 2020 LoveGunn