The Ascott Limited Launches Asia’s First Chelsea-Themed Hotel Suites in Jakarta

Ascott Sudirman Jakarta — Photo by The Ascott Limited

The Ascott Limited has deepened its partnership with Chelsea Football Club by launching Asia's first Chelsea-themed hotel suites in Jakarta, unveiled during The Famous CFC Jakarta fan event on 29 and 30 November 2025, which brought more than 400 fans and Ascott Star Rewards members together for football-focused experiences led by club legend Gary Cahill. The Legend Suite at Ascott Sudirman Jakarta and The Bridge Suite at Citadines Sudirman Jakarta are positioned as immersive stays that celebrate Chelsea's heritage and match-day atmosphere, blending club memorabilia, storytelling and enhanced audiovisual features. The launch formed the centrepiece of the third international edition of The Famous CFC, underlining Ascott's ambition to evolve from a traditional hotel partner into a platform for fan experiences while reinforcing Chelsea's global engagement strategy. The programme also highlighted community inclusion, with Cahill hosting an outreach session for students from the Saraswati Learning Centre, a special needs school in central Jakarta. At the same time, Ascott used the occasion to build momentum for lyf Chelsea London, an experience-led, community-focused property opening at Stamford Bridge in the second quarter of 2026, while opening bookings for the two Jakarta suites and giving Chelsea supporters in Asia a new, highly branded way to connect with the club on their travels.

5 key takeaways

Asia's first Chelsea-themed hotel suites
Ascott has introduced The Legend Suite (Ascott Sudirman Jakarta) and The Bridge Suite (Citadines Sudirman Jakarta), the first Chelsea FC-themed hotel suites in Asia, aimed at immersing fans in the club's history and match-day atmosphere.
High-profile launch with Gary Cahill
Former Chelsea captain Gary Cahill headlined The Famous CFC Jakarta, leading the unveiling of the new suites and engaging more than 400 fans and loyalty members through chats, meet-and-greets and appearances.
Strengthening the Ascott-Chelsea partnership
The Jakarta edition of The Famous CFC reinforced Ascott's second season as Chelsea's Official Hotels Partner, showcasing how the partnership is evolving from sponsorship into experience-led, co-created fan products.
Community and inclusion at the core
Beyond fan events and watch parties, the programme included an outreach visit to ASIOP Stadium for students from the Saraswati Learning Centre, highlighting a shared focus on disability inclusion and community impact.
Preview of lyf Chelsea London at Stamford Bridge
Ascott is extending the concept to London with lyf Chelsea London, scheduled to open in 2Q 2026 at Stamford Bridge, promising an experience-driven, community-style property that embeds the club's identity into the stay.