The Ascott Limited (Ascott) brought Chelsea Football Club legend Jimmy Floyd Hasselbaink to Kuala Lumpur for the fifth edition of The Famous CFC, a two-day fan engagement programme that attracted more than 200 Chelsea supporters and Ascott Star Rewards (ASR) members from Malaysia and across Southeast Asia.
Held on 30 and 31 October 2026, the event featured exclusive meet-and-greet sessions, a media engagement with the former Chelsea striker and a live watch party for the Premier League match between Chelsea and Manchester United.
Organised through Ascott's partnership as the Official Hotels Partner of Chelsea Football Club, the programme took place at Ascott Kuala Lumpur and Ascott Star KLCC Kuala Lumpur, bringing supporters closer to one of the club's former stars.
The weekend concluded with more than 180 fans and ASR members gathering to watch Chelsea secure a 2-0 victory over Manchester United in a match broadcast live from Stamford Bridge, according to the event organisers.
Beyond the football activities, the programme highlighted how Ascott is using exclusive sporting experiences to connect its hospitality offerings with the interests of loyalty programme members.
The Kuala Lumpur edition marked another chapter in The Famous CFC's international fan engagement activities, with some attendees returning after participating in previous editions in other cities.
Held on 30 and 31 October 2026, the event featured exclusive meet-and-greet sessions, a media engagement with the former Chelsea striker and a live watch party for the Premier League match between Chelsea and Manchester United.
Organised through Ascott's partnership as the Official Hotels Partner of Chelsea Football Club, the programme took place at Ascott Kuala Lumpur and Ascott Star KLCC Kuala Lumpur, bringing supporters closer to one of the club's former stars.
The weekend concluded with more than 180 fans and ASR members gathering to watch Chelsea secure a 2-0 victory over Manchester United in a match broadcast live from Stamford Bridge, according to the event organisers.
Beyond the football activities, the programme highlighted how Ascott is using exclusive sporting experiences to connect its hospitality offerings with the interests of loyalty programme members.
The Kuala Lumpur edition marked another chapter in The Famous CFC's international fan engagement activities, with some attendees returning after participating in previous editions in other cities.
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| The fifth edition of The Famous CFC took place in Kuala Lumpur on 30 and 31 October 2026, bringing together Chelsea supporters and Ascott Star Rewards members. Photo: The Ascott Limited. |
Jimmy Floyd Hasselbaink Reunites With Chelsea Fans in Kuala Lumpur
For Hasselbaink, the visit marked a return to a city he had previously experienced as a Chelsea player more than two decades ago.
The former striker was part of the Chelsea team that won the FA Premier League Asia Cup in Kuala Lumpur in 2003, making the Malaysian capital a familiar destination in his football career.
During the latest visit, he revisited some of the city's landmarks and reflected on his earlier experiences with the club before meeting supporters and members of the media.
Hasselbaink said the opportunity to interact with younger Chelsea fans was among the most meaningful aspects of his return.
"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."
His remarks highlighted the continued connection between Chelsea Football Club and its Malaysian supporters, including younger fans who may not have watched him play during his time at Stamford Bridge.
The programme provided an opportunity for different generations of supporters to meet the former striker and share their experiences of following the English football club.
The Famous CFC Kicks Off at Ascott Star KLCC Kuala Lumpur
The two-day programme began on Friday, 30 October 2026, when Hasselbaink arrived at Ascott Star KLCC Kuala Lumpur, located near the Petronas Twin Towers.
The property hosted the opening activities for The Famous CFC Kuala Lumpur, including a symbolic artwork activity involving the former Chelsea player.
Hasselbaink personally added artistic touches to a customised canvas featuring the Ascott and Chelsea logos, marking the partnership between the hospitality group and the football club.
Following the opening, he explored several landmarks around Kuala Lumpur, revisiting locations associated with his memories of the city.
He subsequently visited Ascott Kuala Lumpur, where he participated in a fireside chat with members of the media.
The activities formed part of Ascott's effort to combine football-related engagement with experiences connected to the host destination.
For Hasselbaink, the visit marked a return to a city he had previously experienced as a Chelsea player more than two decades ago.
The former striker was part of the Chelsea team that won the FA Premier League Asia Cup in Kuala Lumpur in 2003, making the Malaysian capital a familiar destination in his football career.
During the latest visit, he revisited some of the city's landmarks and reflected on his earlier experiences with the club before meeting supporters and members of the media.
Hasselbaink said the opportunity to interact with younger Chelsea fans was among the most meaningful aspects of his return.
"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."
His remarks highlighted the continued connection between Chelsea Football Club and its Malaysian supporters, including younger fans who may not have watched him play during his time at Stamford Bridge.
The programme provided an opportunity for different generations of supporters to meet the former striker and share their experiences of following the English football club.
The Famous CFC Kicks Off at Ascott Star KLCC Kuala Lumpur
The two-day programme began on Friday, 30 October 2026, when Hasselbaink arrived at Ascott Star KLCC Kuala Lumpur, located near the Petronas Twin Towers.
The property hosted the opening activities for The Famous CFC Kuala Lumpur, including a symbolic artwork activity involving the former Chelsea player.
Hasselbaink personally added artistic touches to a customised canvas featuring the Ascott and Chelsea logos, marking the partnership between the hospitality group and the football club.
Following the opening, he explored several landmarks around Kuala Lumpur, revisiting locations associated with his memories of the city.
He subsequently visited Ascott Kuala Lumpur, where he participated in a fireside chat with members of the media.
The activities formed part of Ascott's effort to combine football-related engagement with experiences connected to the host destination.
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| Chelsea legend Jimmy Floyd Hasselbaink joined The Famous CFC's Kuala Lumpur programme, organised by Ascott as the club's Official Hotels Partner. Photo: The Ascott Limited. |
Exclusive Meet-and-Greet Sessions for Ascott Star Rewards Members
On Saturday, 31 October 2026, Hasselbaink joined ASR members for an exclusive meet-and-greet session at Ascott Kuala Lumpur.
The event gave participating members an opportunity to interact directly with the former Chelsea striker through a question-and-answer session and individual photo opportunities.
For supporters who had previously followed Hasselbaink's football career, the programme provided a chance to meet him in person and hear about his experiences.
It also formed part of the benefits offered through Ascott Star Rewards, the hospitality group's loyalty programme, which extends member engagement beyond conventional accommodation-related rewards.
Ascott has increasingly positioned exclusive experiences as part of its broader approach to strengthening relationships with its members.
Through its partnership with Chelsea, the company is able to organise football-related activities that connect fans with the club while introducing them to Ascott properties in different destinations.
The Kuala Lumpur edition attracted attendees from across Southeast Asia, illustrating how such events can encourage travel around shared interests.
More Than 180 Fans Attend Chelsea vs Manchester United Watch Party
The Famous CFC Kuala Lumpur concluded with a live football watch party attended by more than 180 Chelsea supporters and ASR members.
Fans gathered to watch Chelsea face Manchester United in a Premier League fixture broadcast from Stamford Bridge.
According to Ascott's event announcement, Chelsea secured a 2-0 victory, providing a celebratory conclusion to the two-day programme.
Hasselbaink joined supporters for the occasion, allowing attendees to experience the match alongside a former Chelsea player.
The gathering brought together local fans and visitors from the wider region, with football serving as a shared interest among participants.
Beyond watching the match, the event offered opportunities for supporters to connect with one another and take part in an experience organised around their association with Chelsea Football Club.
The watch party was the final activity in a programme that combined exclusive access to a former player with social and hospitality experiences.
On Saturday, 31 October 2026, Hasselbaink joined ASR members for an exclusive meet-and-greet session at Ascott Kuala Lumpur.
The event gave participating members an opportunity to interact directly with the former Chelsea striker through a question-and-answer session and individual photo opportunities.
For supporters who had previously followed Hasselbaink's football career, the programme provided a chance to meet him in person and hear about his experiences.
It also formed part of the benefits offered through Ascott Star Rewards, the hospitality group's loyalty programme, which extends member engagement beyond conventional accommodation-related rewards.
Ascott has increasingly positioned exclusive experiences as part of its broader approach to strengthening relationships with its members.
Through its partnership with Chelsea, the company is able to organise football-related activities that connect fans with the club while introducing them to Ascott properties in different destinations.
The Kuala Lumpur edition attracted attendees from across Southeast Asia, illustrating how such events can encourage travel around shared interests.
More Than 180 Fans Attend Chelsea vs Manchester United Watch Party
The Famous CFC Kuala Lumpur concluded with a live football watch party attended by more than 180 Chelsea supporters and ASR members.
Fans gathered to watch Chelsea face Manchester United in a Premier League fixture broadcast from Stamford Bridge.
According to Ascott's event announcement, Chelsea secured a 2-0 victory, providing a celebratory conclusion to the two-day programme.
Hasselbaink joined supporters for the occasion, allowing attendees to experience the match alongside a former Chelsea player.
The gathering brought together local fans and visitors from the wider region, with football serving as a shared interest among participants.
Beyond watching the match, the event offered opportunities for supporters to connect with one another and take part in an experience organised around their association with Chelsea Football Club.
The watch party was the final activity in a programme that combined exclusive access to a former player with social and hospitality experiences.
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| The Famous CFC Kuala Lumpur brought Chelsea supporters and ASR members together through exclusive football-related activities and fan engagement sessions. Photo: The Ascott Limited. |
Chelsea Football Club Highlights Southeast Asian Supporters
Chelsea Football Club described the Kuala Lumpur edition as an opportunity to strengthen its relationship with supporters across Southeast Asia.
Alex Smith, Director of Partnerships at Chelsea Football Club, said the international fan engagement programme enabled the club to create experiences for supporters outside the United Kingdom.
"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."
The collaboration allows Chelsea to engage with its international supporters through activities organised in partnership with Ascott, rather than limiting fan interactions to events held in London.
For Southeast Asian fans, the Kuala Lumpur programme offered access to club-related activities without requiring a trip to Stamford Bridge.
It also created opportunities for fans from different countries to meet one another through their shared support for Chelsea.
Ascott Uses Football Experiences to Strengthen Loyalty Engagement
For Ascott, The Famous CFC forms part of its efforts to provide experiences that extend beyond accommodation and traditional loyalty rewards.
Tan Bee Leng, Chief Commercial Officer of Ascott, said the Kuala Lumpur event demonstrated the value that travellers place on personal connections and exclusive access.
"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 participation of returning members was particularly relevant to Ascott's loyalty strategy, suggesting that experiences such as The Famous CFC may encourage continued engagement across different destinations.
Tan also highlighted Ascott's "Stay Rewarded" promise, which emphasises benefits extending beyond the room itself.
"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."
Chelsea Football Club described the Kuala Lumpur edition as an opportunity to strengthen its relationship with supporters across Southeast Asia.
Alex Smith, Director of Partnerships at Chelsea Football Club, said the international fan engagement programme enabled the club to create experiences for supporters outside the United Kingdom.
"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."
The collaboration allows Chelsea to engage with its international supporters through activities organised in partnership with Ascott, rather than limiting fan interactions to events held in London.
For Southeast Asian fans, the Kuala Lumpur programme offered access to club-related activities without requiring a trip to Stamford Bridge.
It also created opportunities for fans from different countries to meet one another through their shared support for Chelsea.
Ascott Uses Football Experiences to Strengthen Loyalty Engagement
For Ascott, The Famous CFC forms part of its efforts to provide experiences that extend beyond accommodation and traditional loyalty rewards.
Tan Bee Leng, Chief Commercial Officer of Ascott, said the Kuala Lumpur event demonstrated the value that travellers place on personal connections and exclusive access.
"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 participation of returning members was particularly relevant to Ascott's loyalty strategy, suggesting that experiences such as The Famous CFC may encourage continued engagement across different destinations.
Tan also highlighted Ascott's "Stay Rewarded" promise, which emphasises benefits extending beyond the room itself.
"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."
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| The two-day programme included opportunities for Chelsea fans to connect with Jimmy Floyd Hasselbaink and fellow supporters in Kuala Lumpur. Photo: The Ascott Limited. |
lyf Chelsea London Opens at Stamford Bridge With 232 Rooms
The Famous CFC programme also comes as Ascott expands its hospitality presence within Chelsea Football Club's home ground.
According to the company, the 232-room lyf Chelsea London has entered its soft-opening phase at Stamford Bridge, providing accommodation linked directly to the club's stadium location.
The property operates under Ascott's lyf brand, which focuses on experience-led social living and shared spaces.
Its location at Stamford Bridge creates an opportunity for guests and Chelsea supporters to stay close to the football club's home venue.
For ASR members, the property also represents an extension of Ascott's partnership with Chelsea, connecting accommodation with a football destination.
Further information about the property is available through lyf Chelsea London's official page.
In Kuala Lumpur, the two properties involved in The Famous CFC programme were Ascott Kuala Lumpur and Ascott Star KLCC Kuala Lumpur.
Vietnamese Chelsea Fan Returns for His Second Famous CFC Experience
Among the international attendees was Phạm Hoàng (Eric), a Chelsea supporter and ASR member who travelled from Vietnam to participate in the Kuala Lumpur edition.
Having previously attended The Famous CFC in Hanoi, he returned for another opportunity to meet a Chelsea legend and experience a match alongside fellow supporters.
"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."
His participation illustrates how fan engagement programmes can encourage travel between Southeast Asian destinations, particularly when linked to sporting interests and exclusive experiences.
For the fifth edition of The Famous CFC, Kuala Lumpur served as the meeting point for supporters from the region, combining football, hospitality and opportunities for personal interaction with a former Chelsea player.
The Famous CFC programme also comes as Ascott expands its hospitality presence within Chelsea Football Club's home ground.
According to the company, the 232-room lyf Chelsea London has entered its soft-opening phase at Stamford Bridge, providing accommodation linked directly to the club's stadium location.
The property operates under Ascott's lyf brand, which focuses on experience-led social living and shared spaces.
Its location at Stamford Bridge creates an opportunity for guests and Chelsea supporters to stay close to the football club's home venue.
For ASR members, the property also represents an extension of Ascott's partnership with Chelsea, connecting accommodation with a football destination.
Further information about the property is available through lyf Chelsea London's official page.
In Kuala Lumpur, the two properties involved in The Famous CFC programme were Ascott Kuala Lumpur and Ascott Star KLCC Kuala Lumpur.
Vietnamese Chelsea Fan Returns for His Second Famous CFC Experience
Among the international attendees was Phạm Hoàng (Eric), a Chelsea supporter and ASR member who travelled from Vietnam to participate in the Kuala Lumpur edition.
Having previously attended The Famous CFC in Hanoi, he returned for another opportunity to meet a Chelsea legend and experience a match alongside fellow supporters.
"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."
His participation illustrates how fan engagement programmes can encourage travel between Southeast Asian destinations, particularly when linked to sporting interests and exclusive experiences.
For the fifth edition of The Famous CFC, Kuala Lumpur served as the meeting point for supporters from the region, combining football, hospitality and opportunities for personal interaction with a former Chelsea player.
