The Ascott Limited (Ascott), the Official Hotels Partner of Chelsea Football Club, has concluded its fourth edition of The Famous CFC, Chelsea’s international fan engagement programme. The Hanoi showcase marked the programme’s Vietnam debut and featured Chelsea legend Jimmy Floyd Hasselbaink, a two-time Premier League Golden Boot winner.
Held across Ascott Tay Ho Hanoi, Oakwood Residence Hanoi and Somerset West Point Hanoi, the two-day programme brought together more than 300 fans and Ascott Star Rewards (ASR) members for a curated series of fan engagements, including a fireside chat, an exclusive member meet-and-greet, and the newly introduced Night with the Blues event.
Milestones
The Hanoi edition marked two notable milestones. For Hasselbaink, it was his first official club visit to Vietnam, a moment long anticipated by the country’s Blues community.
For Ascott Tay Ho Hanoi, it signalled the official debut of its international convention centre: a purpose-built event destination anchored by the Ho Tay Ballroom – the largest pillarless ballroom in Hanoi – one of 13 meeting venues. The convention centre is part of the 1,165-room integrated property, which is Hanoi’s newest integrated events and hospitality destination, scheduled to open fully later this year.
Jimmy Floyd Hasselbaink said: “Spending the weekend with so many Chelsea fans in Hanoi was an amazing experience. You could really feel the passion for the club, and Ascott created an environment that brought fans closer to the Chelsea spirit. Moments like these help strengthen the connection between the club and its supporters.”
John Rogers, Head of Partnerships at Chelsea Football Club, said: “Hanoi showed exactly what The Famous CFC, presented by Ascott, is all about. Our passionate fans brought great energy to the event and made it an unforgettable experience. The turnout and engagement from Chelsea supporters and Ascott Star Rewards members further proves the incredible connection we share with our established fanbase across Southeast Asia. We’re proud of what we’ve built through our partnership with Ascott, and excited to take it even further in the seasons ahead.”
Tan Bee Leng, Chief Commercial Officer, Ascott, said: “Every edition of The Famous CFC is designed to introduce new experiences, and Hanoi was no exception. Southeast Asia is home to more than 30% of Ascott’s global portfolio, with Vietnam among our most active markets for new openings. This edition brought together two firsts – Jimmy Floyd Hasselbaink’s inaugural official club visit to Vietnam, and the official debut of Ascott Tay Ho Hanoi’s international convention centre – creating a distinctive experience for Chelsea fans and Ascott Star Rewards members alike.”
Highlights from The Famous CFC Hanoi
The two-day programme kickstarted when Hasselbaink joined a coaching session for young beneficiaries of the Centre for Supporting Community Development Initiatives (SCDI), a Hanoi-based non-profit organisation supporting the social inclusion of vulnerable communities.
During the session, Hasselbaink shared football tips and encouraged the participants, drawing on personal lessons from his journey as a professional player. The activity reflected The Famous CFC’s focus on engaging local fan communities and aligned with Ascott’s ongoing commitment to community engagement through its sustainability programme, Ascott CARES.
The programme culminated with Night with the Blues at Ascott Tay Ho Hanoi’s Ho Tay Ballroom, which was transformed for the occasion into a football-themed event space that brought the energy of London’s Stamford Bridge right to the heart of Hanoi for the more than 300 fans, some of whom had travelled in from across the region.
