Chelsea has expanded its brand activation strategy in Latin America by linking the launch of its 2026/27 third kit with investment in local football infrastructure.
The Premier League club has completed the refurbishment of a community football pitch in Guayaquil, Ecuador, marking the third facility renovated as part of its “Can’t Tame Us” campaign.
The Guayaquil project in Guasmo Norte follows similar renovations in São Paulo and Rio de Janeiro earlier this summer, giving Chelsea a physical presence across three major Latin American markets through a single global kit campaign.
Turning a kit launch into a local activation
The refurbished facility is designed to provide children and young players in the area with greater access to football and space to develop their skills.
Chelsea officially opened the pitch this week at an event attended by local residents, influencers and club representatives, with Ecuadorian singer Javier Neira also performing.
The project extends the club’s third-kit launch beyond traditional advertising and retail activity, using football infrastructure to create a longer-term connection with local communities.
Chelsea said thousands of supporters have already visited and used the refurbished facilities in São Paulo and Rio de Janeiro.
Ecuador builds on Chelsea’s player connections
The decision to expand the campaign into Ecuador also reflects Chelsea’s links to the country through its playing squad.
Moisés Caicedo, who is Ecuadorian, was named Chelsea’s Men’s Player of the Year for the 2024/25 season. Guayaquil-born Kendry Páez has also returned from a loan spell and joined Chelsea’s Cobham Next Gen squad.
Those player connections give Chelsea an established point of recognition in the market, while the Guayaquil project adds a physical element to the club’s local brand strategy.
Scott Fenton, Chelsea’s Brand Director, said Ecuador has a “special connection” with the club through players such as Caicedo and Páez, adding that the refurbished facility is intended to give young players greater opportunities to play and develop.
Three markets, one global campaign
With projects now completed in São Paulo, Rio de Janeiro and Guayaquil, Chelsea has used its 2026/27 third-kit campaign to create three permanent community football assets across Latin America.
The strategy combines product marketing with local engagement, player-led storytelling and physical fan experiences.
For Chelsea, the approach demonstrates how a global kit launch can be used not only to drive merchandise visibility but also to deepen the club’s presence in overseas markets through locally relevant football initiatives.