Case Study: Chelsea Football Club achieves 100,000+ junior fan registrations and lasting fan loyalty with John Brown Media

An exciting data-driven programme that turns young fans into fans for life

Chelsea Football Club faced declining engagement as children aged into their teens (from 85% of 10-year-olds to 58.4% of 18-year-olds) and needed to build lifelong loyalty early. John Brown Media was engaged to create a youth-focused programme and hub—BridgeKids—using omnichannel content, real-time content, marketing and blogging to re‑engage junior fans locally and internationally.

John Brown Media built the standalone BridgeKids site featuring registration-based data capture, games, videos, a Player Album with virtual cards, a community fanzine, a mobile‑responsive design and integrated social feeds. The platform now has more than 103,000 registered users plus 36,000 parentally authorised registrations, a growing mobile audience, and a regular newsletter that has become central to Chelsea Football Club’s inbound marketing.

Chelsea Football Club