Transforming Match Day Hospitality into a Premium Retail Experience
Chelsea Football Club partnered with Your Own Brand Golf to introduce the Apex Personalisation Platform within its official club store, creating an engaging retail experience that extends beyond traditional football merchandise.
Installed directly on the shop floor, the Apex Retail Marker enables supporters to personalise a carefully curated collection of premium golf and lifestyle products while they shop, creating unique Chelsea-branded keepsakes that celebrate their visit to Stamford Bridge.
To maximise engagement with the Club’s highest-value guests, Chelsea also incorporated personalised gifting into its Executive Hospitality experience.
Every guest attending a match in the Executive Suites receives a complimentary Chelsea key ring, which they are invited to personalise on demand using the Apex Retail Marker.
This initiative provides a compelling reason for hospitality guests to visit the club store before or after the match, where they discover a wider range of premium personalised products.
Unlike a traditional retail promotion, the programme seamlessly connects hospitality, retail and personalisation into a single premium customer journey.
Match Day Experience
To ensure the highest levels of customer service during busy fixtures, Your Own Brand Golf provides trained staff to operate the Apex machines on every match day.
This fully managed service allows Chelsea supporters and hospitality guests to enjoy a seamless personalisation experience without placing additional demands on club retail staff.
By removing operational complexity, the club can focus entirely on delivering an exceptional customer experience while maximising retail sales.
Driving Premium Retail Sales
The complimentary key ring acts as an effective retail marketing tool, encouraging Executive Hospitality guests to visit the club shop.
Once in store, many guests choose to personalise additional premium products including:
- Leather goods
- Golf accessories
- Travel products
- Drinkware
- Executive gifts
- Lifestyle accessories
Because guests are already engaged with the personalisation experience, they are more likely to purchase higher-value items, increasing average transaction values and generating incremental retail revenue.
Customer Benefits
- Complimentary personalised key rings for Executive Hospitality guests.
- Increased retail footfall driven directly from the Executive Suites.
- Fully managed Apex operation by Your Own Brand Golf on match days.
- Premium personalised Chelsea merchandise unavailable elsewhere.
- Higher average transaction values through luxury lifestyle products.
- Enhanced match day experience with interactive personalisation.
- Increased guest engagement and memorable retail experiences.
- Valuable first-party customer data captured through the QR code personalisation journey.
- Flexible platform capable of supporting seasonal campaigns, player events and VIP gifting.
Strategic Value
The Chelsea Football Club programme demonstrates how on-demand personalisation can bridge the gap between hospitality and retail.
Rather than relying solely on traditional merchandise sales, the Apex platform creates a destination experience that encourages supporters and corporate guests to engage with premium lifestyle products in a meaningful and memorable way.
The fully managed service provided by Your Own Brand Golf ensures the experience remains effortless for the club while maximising sales opportunities during every home fixture.
This approach transforms complimentary hospitality gifts into a powerful retail engagement tool, driving incremental sales of premium products while enhancing the overall match day experience for Chelsea’s most valued guests.
Programme Highlights
- Apex Retail Marker installed within the official Chelsea FC store.
- Complimentary personalised key rings gifted to Executive Hospitality guests on match days.
- Hospitality programme designed to drive guests into the retail store.
- Fully managed machine operation by Your Own Brand Golf during every home fixture.
- Increased sales of premium lifestyle and golf merchandise through on-demand personalisation.
- Creates an engaging retail experience that complements Chelsea Football Club’s premium hospitality offering.