Ascott Brings Chelsea Legend Jimmy Floyd Hasselbaink to Kuala Lumpur for Fifth Famous CFC Edition
KUALA LUMPUR, 2 November 2026 – The Ascott Limited (Ascott), Chelsea Football Club’s Official Hotels Partner, has concluded the fifth edition of its international fan engagement programme, The Famous CFC, in Kuala Lumpur, bringing together more than 200 Chelsea supporters and Ascott Star Rewards (ASR) members over two days.
Held on Oct 30 and 31, 2026, the programme featured exclusive fan engagement activities at Ascott Kuala Lumpur and Ascott Star KLCC Kuala Lumpur, with former Chelsea striker and club legend Jimmy Floyd Hasselbaink joining supporters for meet-and-greet sessions and a live match watch party.
The event culminated in a screening of the Premier League match between Chelsea and Manchester United, streamed live from Stamford Bridge on Oct 31. Chelsea won the match 2-0, with more than 180 ASR members and fans attending the watch party.
Hasselbaink, who last visited Kuala Lumpur with Chelsea more than 20 years ago, said the strong turnout of young supporters at the programme encouraged him, highlighting the club’s growing following among younger generations in Malaysia.
He also described meeting fans and hearing their stories as a highlight of the visit, thanking Ascott for creating opportunities for supporters to connect with the club.
Alex Smith, director of partnerships at Chelsea Football Club, said the programme reflected the importance of the club’s Southeast Asian supporters and its partnership with Ascott in creating opportunities for fans to engage with Chelsea.
He added that The Famous CFC allowed supporters to meet club legends, share their experiences and enjoy matchday activities together.
Tan Bee Leng, Ascott’s chief commercial officer, said the Kuala Lumpur edition demonstrated how travellers increasingly value experiences and connections beyond accommodation.
She noted that the programme welcomed more than 200 Chelsea fans and ASR members, including returning participants from previous editions, highlighting the role of exclusive experiences in strengthening member loyalty.
Tan also highlighted the recently soft-opened lyf Chelsea London, a 232-room property at Stamford Bridge, which offers ASR members and guests another opportunity to connect with the football club through Ascott’s hospitality network.
The two-day programme began on Oct 30 with Hasselbaink’s arrival at Ascott Star KLCC Kuala Lumpur, where he officially launched the event by adding personal artwork to a custom canvas featuring both Ascott and Chelsea logos.
He later visited several of Kuala Lumpur’s landmarks before joining a fireside chat with members of the media at Ascott Kuala Lumpur.
On Oct 31, ASR members attended an exclusive meet-and-greet session featuring a question-and-answer segment and photo opportunities with the former Chelsea striker.
The programme concluded with the live watch party, attracting supporters from Malaysia and other Southeast Asian countries.
Among the attendees was Vietnamese Chelsea supporter and ASR member Phạm Hoàng (Eric), who travelled from Vietnam for the event. He said it was his second Famous CFC experience, having previously attended the programme in Hanoi.
For updates on Ascott’s partnership with Chelsea and upcoming editions of The Famous CFC, visit Ascott’s official campaign page.
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