Keith Wyness: Chelsea have just completed new commercial deal worth '£15m'

Everton’s former chief Keith Wyness has claimed Chelsea have signed a hotel sponsorship deal worth around “£10-15million” with Ascott.

Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – revealed the agreement with the Singaporean company is set to run for “four years”.

Ascott announced a “multi-year” partnership with Chelsea on Monday (8 July), becoming the official global hotels partner at Stamford Bridge to replace Hilton.

The Singapore-based outfit claimed the deal will provide “money can’t buy” experiences for members of the Ascott Star Rewards loyalty programme worldwide.

They claim the deal will open the door to “exclusive access” for members to matches at Stamford Bridge and “VIP visits” to the Cobham training ground.

Chelsea strike ‘£15m’ deal with Singaporean hotel giants

Chelsea recorded £210million in commercial revenue for the 2022-23 campaign – the fifth-highest figure in the Premier League.

Wyness told Football Insider‘s Insider Track podcast: “It’s very interesting, it’s a four-year deal as I understand it.

“Ascott have become the hotel sponsor. This is part of the whole brand-building for them, as they’re not well-known in the UK.

“They’re starting a push into Europe with 950 properties worldwide.

“They’re looking at doing money-can’t-buy prizes for their loyalty program, like going to the training ground and meeting the Chelsea players.

“There will be matchday access at Stamford Bridge. That’ll be valuable as they build this brand.

“I don’t know if that will attract fans of other clubs – that’s always the problem.

“It would be interesting to know how much money changed hands in this transaction.

“The Premier League will be looking at the terms and seeing if this deal is fair market value.

“In terms of valuation, it’s hard to put a value on but you’d expect something like this to be worth around £10-15million.

“I don’t know how much of that is value in kind or coming in real cash.

“All that will come out in the wash and will have to be approved by the Premier League.”

In other news, Newcastle “confident” of agreeing deal with Chelsea target.

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