Ascott Presents Its Fifth Edition of The Famous CFC in Kuala Lumpur, Drawing Fans from Across Southeast Asia
- Written by: Telegraph Magazine
Held in Kuala Lumpur, Malaysia, on 30 and 31 October 2026, the two-day programme brought together more than 200 Chelsea fans and Ascott Star Rewards (ASR) members for a series of fan engagement activities at Ascott Kuala Lumpur and Ascott Star KLCC Kuala Lumpur. Highlights included exclusive meet-and-greet sessions as well as a watch party where the highly anticipated Premier League match between Chelsea and Manchester United was beamed live from Stamford Bridge, where Chelsea secured a 2-0 win. Fans were joined by Chelsea legend and striker Jimmy Floyd Hasselbaink.
Jimmy Floyd Hasselbaink said: "Kuala Lumpur has been special to me since I visited the city with Chelsea more than 20 years ago. What really stayed with me this weekend was how many young fans came out. You can see that the Chelsea culture is not just alive in Malaysia, it is being passed down to the next generation, and it is an honour to be part of that. Hearing fans' stories and getting to say thank you in person is what made the weekend for me, and I'm grateful to Ascott for creating the space for these special moments to happen."
Alex Smith, Director of Partnerships at Chelsea Football Club, said: "Our supporters across Southeast Asia are a hugely important part of the Chelsea family, and The Famous CFC gives us a fantastic opportunity to bring the club closer to them. Together with our Official Hotels Partner, Ascott, we've created opportunities for fans to meet Jimmy, share their stories and experience the excitement of matchday together. This fifth edition reflects the strength of our partnership and our shared commitment to creating memorable experiences for Chelsea supporters and Ascott Star Rewards members around the world."
Tan Bee Leng, Chief Commercial Officer, Ascott, said: "This weekend in Kuala Lumpur showed how today's travellers increasingly value access and connection as much as the stay itself. More than 200 Chelsea fans and Ascott Star Rewards members came together, from meeting Jimmy Floyd Hasselbaink to sharing the excitement of the live watch party. It was especially heartening to welcome back members who had joined earlier editions. The kind of loyalty that tells us these experiences create truly lasting connections and compelling reasons to travel with Ascott."
"The energy we saw in Kuala Lumpur brings our 'Stay Rewarded' promise to life by extending hospitality beyond the room into experiences that guests cannot easily access on their own. With the 232-room lyf Chelsea London now soft opened at Stamford Bridge, that connection has a new home at the heart of the club, giving members and guests an even closer connection to Chelsea while enjoying lyf's experience-led social living. We thank Chelsea, Jimmy Floyd Hasselbaink and everyone who made this weekend unforgettable, and we look forward to creating more reasons for our members to stay, connect and return." Tan added.
Highlights from The Famous CFC Kuala Lumpur
The two-day programme kicked off on Friday, 30 October, when Hasselbaink was warmly welcomed to Ascott Star KLCC Kuala Lumpur, the brand's flagship property located right across from the famed Petronas Twin Towers. There, Hasselbaink officiated the start of The Famous CFC KL, with artful touches personally added on to a custom canvas piece that bears both Ascott and Chelsea logos – an illustrative reminder of the partnership between two storied brands.
He then took time to explore some of Kuala Lumpur's iconic landmarks, revisiting sights and recounting memories from his time as No. 9 with the Chelsea team that won the FA Premier League Asia Cup held in Kuala Lumpur in 2003. Following his exploration of the city, Hasselbaink visited Ascott Kuala Lumpur, where he took part in an intimate fireside chat with the media.
On the second day, Saturday, 31 October, Hasselbaink joined Ascott Star Rewards members for an exclusive meet-and-greet at Ascott Kuala Lumpur. There, the session gave ASR members the chance to engage directly with the Chelsea legend through a Q&A segment and photo opportunities.
The programme culminated in a watch party where over 180 ASR members and Chelsea fans gathered for the highly anticipated match between Chelsea and Manchester United, streamed live from Stamford Bridge. It was an evening where a shared passion for football and the warmth of hospitality brought together Chelsea fans and ASR members from the local community and across the region.
Said Phạm Hoàng (Eric), a Chelsea fan and ASR member who attended The Famous CFC in Kuala Lumpur: "I travelled from Vietnam for the event, and it was worth every minute. Chatting with Jimmy Floyd Hasselbaink and watching a live match in the same room as a Chelsea legend was a dream come true. This is my second Famous CFC after Hanoi, and now that I'm an ASR member, I look forward to travelling with Ascott to many more Chelsea events."
For the latest updates on exclusive offers from Ascott's partnership with Chelsea, including the upcoming editions of The Famous CFC, please visit https://www.discoverasr.com/en/ascott-chelseafc.
About Ascott Star Rewards (ASR)
Ascott Star Rewards (ASR) offers members a range of exclusive privileges designed to elevate every aspect of their travel experience. From priority welcome services and access to airport lounges, to enhanced stay benefits such as car rental privileges, bonus ASR points, airline miles and travel vouchers, ASR ensures a seamless, start-to-finish experience. Beyond exceptional stays, ASR members also enjoy access to Ascott Privilege Signatures, which unlocks invitations to prestigious global events, including Premier League football matches, renowned tennis tournaments, and elite gastronomy and lifestyle experiences. To become an ASR member, sign up today at https://www.discoverasr.com/en/sign-up.
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About The Ascott Limited
The Ascott Limited (Ascott) is driven by a vision to be the preferred hospitality company, enriching global living with heartfelt experiences. With a portfolio of more than 1,000 properties spanning over 230 cities across more than 40 countries, Ascott has a presence in Asia Pacific, Central Asia, Europe, the Middle East, Africa and the USA. Its diverse collection of award-winning brands includes Ascott, Citadines, lyf, Oakwood Premier, Oakwood, Somerset, The Crest Collection, The Unlimited Collection, Adoor, Fox, Harris, POP!, Preference, Quest, Vertu and Yello.
Ascott specialises in managing and franchising a wide range of lodging options, including serviced residences, hotels, resorts, social living properties and branded residences, catering to the varying needs and preferences of global travellers. Through the Ascott Star Rewards (ASR) loyalty programme, members enjoy exclusive privileges and curated experiences, enhancing every aspect of their travel journey.
Ascott is a wholly owned business unit of CapitaLand Investment Limited. For more information on Ascott and its sustainability programme, please visit www.discoverasr.com/the-ascott-limited. Alternatively, connect with Ascott on Facebook, Instagram, TikTok and LinkedIn.
