Company

Chelsea FC is one of English football’s most followed clubs, with a fanbase whose matchday energy has always been part of what makes Stamford Bridge feel like Stamford Bridge. That energy doesn’t stop at the final whistle or start at kickoff either. Fans are creating, posting and reacting from the moment they leave home to long after they’ve left the ground.

For a while now, fan experience has become as central to matchday as the football itself. Clubs aren’t just competing for attention on the pitch; they’re competing for the moments fans choose to capture, share and be part of. Chelsea FC wanted matchday to feel like something fans were a part of, not just watching from the sidelines.

Challenge

Chelsea FC’s fans were already posting about matchday constantly, across Instagram, TikTok and beyond. The challenge wasn’t getting fans to create content, it was giving that content somewhere to go and a reason for fans to keep contributing throughout the day.

Without a way to bring it together, that content stayed scattered across individual feeds and platforms, seen by followers but never connected back to the shared matchday experience happening around them in the stadium. Chelsea FC wanted a way to invite fans in before they’d even arrived, recognise them once they were there, and give the big screens at Stamford Bridge something genuinely reflective of the crowd, not just pre-produced content.

Solution

Chelsea FC partnered with Amondo to build a matchday participation loop around a single hashtag, #CFCMatchday, connecting fans from their inbox to the stadium to the big screen.

Inviting fans in before they arrive

Fans were invited by email and through in-stadium prompts to post their matchday content under #CFCMatchday, for a chance to feature on the big screens. Amondo centralised everything shared under the hashtag, pulling in content from Instagram, including Instagram Stories, and TikTok into one place, curated through Amondo’s Managed Service so what reached the screen was on brand and matchday appropriate.

A connected journey, not a one-off moment

Rather than a single screen showing whatever content came in, the experience was built to make fans feel part of something bigger. A fan posting from home, in the concourse, or in their seat could see that same energy reflected back on Chelsea’s own screens, built to the club’s brand guidelines, turning individual posts into a shared matchday moment the whole ground could see.

A full 360 view of the match

The programme started life as a pre-match activation, but the reaction from fans was strong enough that Chelsea FC expanded it to run through half-time and post-match too. That meant the screens captured the buildup, the tension of the break, and the reaction at full time, giving fans a reason to keep posting throughout the entire matchday rather than just in the moments before kickoff.

Results

• 500+ UGC submissions gathered under #CFCMatchday, all in the running to feature on the big screens

• 160 posts per hour at peak, meaning the screens had a constant stream of fresh, real fan content to draw from rather than relying on a handful of pre-selected posts

• 1hr+ of screen time per match now given over to fan and matchday content, up from a pre-match-only slot

What started as a single pre-match screen has become a full matchday feature, with fans supplying the content that fills it and the screens giving that content somewhere to actually be seen.