Chelsea Women turn Stamford Bridge move into new hospitality partnership

Chelsea FC Women have agreed a partnership with Champagne PIAFF that will create a branded hospitality space and extend champagne sales into general admission areas at Stamford Bridge. The deal adds another commercial element to the club’s first season playing every Women’s Super League home fixture at the stadium.Pitchview by PIAFF will open in the Canoville Suite for Chelsea’s match against Arsenal on September 27. The space will introduce Chic Chic Pop, a fried chicken and champagne concept launching with Chelsea Women ahead of a planned expansion across London in 2027.Giulia Mazzia, Chelsea FC Women’s chief revenue officer, said: “As we continue to add to the matchday experience for everyone who visits our home at Stamford Bridge, partnering with a premium brand that shares our commitment to quality and celebration is a fantastic addition. We look forward to working together throughout the season and beyond.”The hospitality offer will include a Chelsea Women x PIAFF flute for guests to take home. PIAFF will also be served at selected bars in the West Lower for the first time, taking the partnership beyond premium seating and into the wider matchday operation.Chic Chic Pop is due to reach the concourse later in the season. PIAFF will also be included in Bottomless at the Bridge, Chelsea Women’s existing hospitality experience, where guests will receive a glass on arrival.Laura Head of Champagne PIAFF said: “From our earliest conversations with CFCW, there was a very clear shared vision. This was never simply about putting Champagne PIAFF alongside football; it was about choosing to invest in the women’s game, being part of its momentum and creating something that genuinely adds to how fans experience it.“Women’s football is rewriting the rulebook around matchday rituals, and we’re excited to be part of that. We want to bring something new to Stamford Bridge and toast to the future of the women’s game.”The agreement gives PIAFF several points of contact with supporters, from a named suite to concourse and bar sales. It also gives Chelsea Women a way to develop food and drink offers around their own fixtures as regular use of Stamford Bridge increases.Chelsea have scheduled all 13 of their 2026–27 WSL home matches at Stamford Bridge. That commitment provides a consistent setting for partners seeking matchday visibility and gives the club more opportunities to build hospitality products specifically for the women’s team.