Featuring inventory typically available only to major partners, the successful applicants will benefit from a digital campaign headlined by a branded story on the club’s own Instagram channel, published to 25.5million followers. 

The initiative was announced as an extension to Chelsea FC’s new ‘Proud of London’ campaign, launched on 10th March as the club marked its 116th anniversary. The campaign was kicked off by former Blues midfielder and life-long supporter Joe Cole, who narrated and starred in a short film celebrating real Londoners who have shown incredible resilience, creativity and entrepreneurship during such a testing year.

The campaign seeks to tap into Chelsea FC’s vast global digital community, offering small local businesses the chance to gain exposure on a scale like never before. In addition to the Instagram story, chosen businesses will feature in half-time and full-time posts on Chelsea FC matchdays.

Businesses with fewer than 50 employees and a website are invited to apply, with the successful applicants chosen by Chelsea FC based on the efforts they have taken during the pandemic to launch, sustain or grow.

Gary Twelvetree, Chelsea FC Marketing Director said: "'Proud of London’ is our way of showing how incredibly inspired we’ve been of the city we call our home. London is full of creative minds that push boundaries, support each other, and adapt to what has been an unprecedented challenge through the pandemic and subsequent lockdowns. We hope that we can continue to support this great city, just like it has supported us.”