21 Dec 2021

By: Sport Industry Group

Chelsea Football Club unveil Club Culture - a premium, global, entertainment franchise for the football club.

Launched for the 2021/22 season, the project brings the club and London culture together through standout partnerships and initiatives, with a shared attitude, belief and ambition, each inspired by the other.

Club Culture will feature an array of creative collaborations, which spotlight Chelsea Football Club as the Pride of London. The platform will establish a new standard in crossover creativity - fusing the worlds of football, fashion, music and culture, positioning the club as an enabler and amplifier of London Culture in football.

The next instalment in the Club Culture series is titled, A Family Portrait which is designed to shine a light and bring together exciting creative talent both inside and surrounding the club.

This unique portrait series is captured by avid Chelsea fan and Creator Director Diogo Lopes, acting as a time capsule and documenting the end of 2021 - a huge year in Chelsea Football Club's history. Showcasing a mix of faces from the club’s community, players, fans and creators unite as equals, forming an extended creative family and entertaining fans in the process.

A Family Portrait features star players and celebrated creators, including: Mason Mount, Reece James, N’Golo Kante, Kepa, Lauren James, Ji So-Yun, Carly Telford, Emma Thompson, Felicia Pennant, Ocean Lewis, Iqra Ismail, Kelvyn Quagraine, Diogo Lopes, Jamal Edwards, Capo Lee and Sam Pemberton.

Gary Twelvetree, Director of Marketing, Chelsea Football Club said: “We have been on a journey over the past few years, building strong connections with the diverse, creative community London offers. Some of the world’s most exciting talent learn and hone their craft in this city, and as a Club situated in a part of London historically known for its creativity it’s a perfect fit. Whilst we are the Pride of London on the football pitch, this creative talent is what makes us proud to be part of this City and The Club Culture program aims to unite the two. ‘A Family Portrait’ is our way of nodding to the successful year The Club has had across all of the teams and the great family spirit that exists between them, which Diogo has captured beautifully in the campaign.”

Nick Lewis, Creative Strategy Director of COPA90 said: “Football clubs are community entities, and in a global age, the connection to their immediate home is more important than ever. Chelsea’s club motto, ‘The Pride of London’ needs to be a two-way dialogue, not only are Chelsea the pride of the city, but it too is proud of London and wants to showcase the creative community connected to the football club. London’s creative output is undeniable and so many people with connections to the club are shaping the future of football culture, it’s great to celebrate those on and off the field who are contributing to an exciting new era of sport and entertainment in the city.”