Services
Challenge
While Chelsea FC already held a strong global presence, they recognised that a new era of growth required a more nuanced, localised approach to fan engagement and one that could cut through language barriers and connect authentically with India’s regional audiences.
The insight was clear, as digital penetration surged and football viewership grew, Indian fans were consuming more content than ever, but increasingly favouring creators, communities, and platforms that spoke to them in their own language.
The challenge wasn’t simply about translating content. It was about understanding the emotional weight of language in fandom. The club wanted to cater to regional interests and develop a model for localised content consumption, building stronger engagement across India.
Solution
At the heart of the solution was a multi-lingual content rollout: we translated Chelsea FC’s core matchday content into eight regional Indian languages—Hindi, Malayalam, Bengali, Tamil, Marathi, Kannada, Telugu, and Punjabi. Each language was chosen based on demographic reach and population density across different areas. The content itself was crafted to feel native to each fan’s feed. Pre-match stats, player quotes, kickoff info, and man of the match updates were reimagined with locally resonant tone and references, and geo-targeted across Chelsea’s platforms, especially via the 5th Stand app (the club's official mobile app).
We layered on celebrity-fronted storytelling and multiple long-form video IPs to widen Chelsea’s appeal across cultural touchpoints. Collaborating with names like Bollywood actor Arjun Kapoor, cricketer Shreyas Iyer, and esports star Mortal, we launched long-form video content that positioned Chelsea not just as a brand with deep roots in Indian culture.
We also tapped into creator collaborations and fan stories from across the country, giving Indian supporters the stage and the spotlight. This not only brought new voices in, but also unlocked engagement and new followers by building on the trust and credibility of local influencers.
By connecting with fans in their regional languages and delivering locally relevant content, Chelsea FC successfully brought together fans across India, expanding their fanbase and fostering deeper engagement. The geo-targeted regional posts boosted Chelsea’s social presence in India, achieving impressive reach and engagement metrics.
Results
407 regional posts across eight languages
2.05m reach
67.4k engagements
