Chelsea Twilio Partnership: Enhancing Fan Experiences

Jack Huggett10/02/2025 5:55 am09/07/2025

Image Credit: katatonia82 / Shutterstock.com

English premier league giant Chelsea FC has celebrated a new multi-year partnership with Twilio, an American customer engagement platform.

The partnership will see Twilio become an Official Supplier to Chelsea, as both parties collaborate to improve fan experiences within the stadium and online.

Key to the deal is Twilio’s Twilio Segment customer data platform. Through Twilio Segment, Chelsea will be able to gain a deeper understanding of the club’s 615 million global fans by conducting online and in person touchpoints with supporters to discern how fans interact with the club.

In gaining a greater understanding of the relationship fans have with the club, Chelsea hopes to create new and improved personalised experiences for local and international supporters.

Chief Digital Officer of Chelsea, Phil Lynch, expressed his excitement for the partnership with Twilio.

“We are delighted to welcome Twilio to the Chelsea family and look forward to engaging more deeply with our global fanbase thanks to its Segment technology,” he said in a press release.

“For many fans, regardless of their geographical location, digital connectivity is what brings them closer to the club, our players, and our history.

“Twilio’s leading work in customer engagement will help enrich these fan experiences and offer an increased level of personalisation and connection to the club for our global fanbase.”

Vice President of Marketing, EMEA at Twilio, Peter Bell, outlined the significance of the deal with Chelsea.

“This exciting new partnership will empower Chelsea Football Club to connect with their fans like never before. With Twilio Segment, Chelsea FC can unlock a truly 360 view of their fanbase, enabling powerful, personalised engagement both home and away,” he said via press release.

“At Twilio, we’re committed to supporting Chelsea in allowing its fans to feel even closer to the club. We’re excited to see the game-changing impact of this partnership over the coming years.”

To celebrate the partnership, Twilio has kicked off One in a Twillion, an award to recognise the important work of women in technology teams. Submissions are open to the public and winners will be announced on the 5th of March 2025.

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Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.