February 5 – Premier League Chelsea have announced a multi-year partnership with Twilio, making the customer engagement platform an official supplier across both the men’s and women’s teams.
The deal, unveiled this morning, marks a strategic move by the club to deepen its connection with its 615 million-strong global fanbase through cutting-edge data-driven insights.
At the heart of the partnership is Twilio Segment, a tool that will allow Chelsea to gain a 360-degree view of fan interactions, whether online or in person. By analysing how supporters engage with the club—through match attendance, digital platforms, or retail activity—Chelsea aims to provide hyper-personalised experiences, bringing both domestic and international fans closer to the action.
In practical terms, this means the club could eventually tailor content based on a fan’s favourite player, offer exclusive promotions when they visit Stamford Bridge, or customise digital experiences across the club’s website and app.
The goal is to strengthen and grow Chelsea’s global following whilst moving to help each supporter’s experience feel uniquely personal—whether they’re in West London or watching from thousands of miles away.
Phil Lynch, chief digital officer of Chelsea Football Club, said: “For many fans, regardless of their geographical location, digital connectivity is what brings them closer to the club, our players, and our history.
“Twilio’s leading work in customer engagement will help enrich these fan experiences and offer an increased level of personalisation and connection to the club for our global fanbase.”
Peter Bell, vice president of marketing, EMEA at Twilio, said: “This exciting new partnership will empower Chelsea Football Club to connect with their fans like never before. With Twilio Segment, Chelsea FC can unlock a truly 360 view of their fanbase, enabling powerful, personalised engagement both home and away. At Twilio, we’re committed to supporting Chelsea in allowing its fans to feel even closer to the club. We’re excited to see the game-changing impact of this partnership over the coming years.”
Chelsea look to face Brighton away in the fourth round of the FA Cup this weekend, off the back of an unusually quiet transfer window.
The Women’s side, meanwhile, remain unbeaten this season across all competitions. They face West Ham this evening in the Women’s League Cup – a trophy their form suggests they will win.
Contact the writer of this story, Harry Ewing, at moc.l1738774807labto1738774807ofdlr1738774807owedi1738774807sni@g1738774807niwe.1738774807yrrah1738774807