Analysis Marketing
Nikki Wicks
May 6, 2015

Chelsea FC plays wide to Asia

THE FACE BEHIND THE BRAND: Global fans now far outnumber loyal locals, but according to Chelsea FC’s Asia MD Adrian New, demands for success make Asian devotees hard taskmasters.

Spiritual home: A Chelsea fan since boyhood, Adrian New says he has to manage a long-distance relationship; the vast majority of the club’s worldwide following will never see the team play at home.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Inside the collapse of Indonesia’s most promising creative network

1 Inside the collapse of Indonesia’s most promising creative network

Cheetos’ launches limited edition fashionably functional pants

2 Cheetos’ launches limited edition fashionably functional pants

Digital Media Awards 2025 winners revealed

3 Digital Media Awards 2025 winners revealed

Labubu, the art toy craze and why grown-ups can’t get enough

4 Labubu, the art toy craze and why grown-ups can’t get enough

WPP offers free Friday lunches to lure staff back to office

5 WPP offers free Friday lunches to lure staff back to office

No one talks about ads anymore: Have they lost their pop-culture charm?

6 No one talks about ads anymore: Have they lost their pop-culture charm?

Omnicom CEO John Wren dismisses speculation about Omnicom-IPG deal leading to client attrition

7 Omnicom CEO John Wren dismisses speculation about Omnicom-IPG deal leading to client attrition

Mash names all-female executive team, shifts global HQ to Singapore

8 Mash names all-female executive team, shifts global HQ to Singapore

Out-of-phone: What happens when creator content leaves the feed?

9 Out-of-phone: What happens when creator content leaves the feed?

Bonds taps Robert Irwin to show how wild comfort down under can really get

10 Bonds taps Robert Irwin to show how wild comfort down under can really get

Related Articles

How Asia is redefining football fandom for the digital age: Report
4 days ago
Staff Reporters

How Asia is redefining football fandom for the ...

Asia-Pacific Power List 2024: Rvisra Chirathivat, Central and Robinson
Oct 8, 2024
Staff Reporters

Asia-Pacific Power List 2024: Rvisra Chirathivat, ...

Asia-Pacific Power List 2024: Robin Liu, Miniso
Oct 4, 2024
Staff Reporters

Asia-Pacific Power List 2024: Robin Liu, Miniso

Tottenham Hotspurs rides digitalisation, personalisation to retain fans
Jul 14, 2022
Rahul Sachitanand

Tottenham Hotspurs rides digitalisation, personalisa...

Just Published

Women to Watch 2024: Sheena Liu, TVBS Media Inc
5 hours ago
Staff Reporters

Women to Watch 2024: Sheena Liu, TVBS Media Inc

Liu is a rare leader that sees the value of both innovation and inclusivity, an attribute she has successfully utilised at TVBS.

When brands become the villain: Lessons from Coffee Mate's 'White Lotus' collab
5 hours ago
Diana Bradley

When brands become the villain: Lessons from Coffee ...

The Nestlé product’s team was as surprised as anyone at the HBO show’s season finale. Here’s how brands and their agency partners avoid shocking plot twists involving their products.

Interpublic reports $94 million loss for Q1 2025
12 hours ago
Shauna Lewis

Interpublic reports $94 million loss for Q1 2025

The loss was fuelled by $203 million in costs for 'strategic restructuring actions'.

Australia and India lead the Grand Prix tally at Spikes Asia 2025 as Kazakhstan secures first-ever wins
12 hours ago
Staff Reporters

Australia and India lead the Grand Prix tally at ...

Spikes Asia 2025 concluded tonight in Singapore with Ogilvy named Network of the Year, Colenso BBDO Auckland and EssenceMediacom taking home top honours, and Kazakhstan joining the winners’ circle for the first time.