Chelsea FC has become the first Premier League and Barclays Women’s Super League (BWSL) club to establish an official presence on Strava, marking a new step in the club’s digital fan engagement strategy.
Through the partnership, Chelsea aims to connect with supporters beyond matchdays by offering activity-based challenges, community events and shared experiences on the fitness platform, which has more than 195 million athletes across 185 countries.
The collaboration reflects a growing trend among football clubs to use digital platforms to build year-round global communities rather than relying solely on matchday content.
Chelsea Brand Director Scott Fenton said the partnership would help the club better understand and engage with its global fan base.
“By working with Strava and becoming the first Premier League and BWSL teams to establish an official presence on Strava, we can lean into participation culture, understand where our fans are while offering new experiences for them and strengthen the bonds that unite our global community.”
Strava’s Director of Athlete and Community Partnerships, Mel Jarrett, described the collaboration as an example of how brands are creating deeper relationships with their communities through participation-driven experiences.
The launch expands Chelsea’s fan engagement strategy beyond football, encouraging supporters to connect with the club through running, cycling, walking and other physical activities. By joining Strava, Chelsea is seeking to transform fan loyalty into an active, year-round community experience while extending its global reach through one of the world’s largest fitness platforms.