Case Study: Chelsea FC achieves higher fan engagement and transactions with Prime Division’s wallet UX design

Chelsea FC boosts customer satisfaction 88.5% with Prime Division

Prime Division was engaged by Chelsea FC to integrate a comprehensive financial ecosystem into the club's existing iOS application. The challenge was to transform football fans into financially empowered members by embedding white-label wallet and debit card features, all while bridging the gap between complex fintech infrastructure and the passionate, emotional world of sports fandom.

The solution designed by Prime Division created a seamless experience that gamified finance with loyalty dashboards, trivia, and collectible badges. This approach resulted in an 88.5% positive feedback rate from fans, who called it the ultimate digital connection to the club. The project also drove significant measurable impact, including a 32% increase in merchandise sales and a 32.1% boost in user activation rates.

Chelsea FC