What football team you support is fundamental to who you are; the beautiful game has long been a fundamentally tribal one. A commitment and passion that is increasingly crossing the globe. For global consumers being a football fan is less about where you live and more about which team you love most.

Across the 2018/19 campaign, the Premier League was shown in 188 of the world’s 193 UN recognised countries, with an 6% increase in the international audience according to research by the Premier League and Nielsen Sports.

To celebrate the breadth and passion of their fans around the world, Chelsea Football Club released a new campaign, ‘All Eyes on London’ created by Dark Horses. The ad features Chelsea superstars Willian, Jorginho and Christian Pulisic, poking fun at both Arsenal and Tottenham clubs whilst also celebrating the club’s multicultural London heritage.

The campaign, which builds on the club’s ‘Pride of London’ positioning, takes viewers around the world, from a Brazilian barbers to an American diner and the kitchen in an Indian restaurant. Everyone is intently watching, reading or debating about Chelsea’s games and players both present and past. 

The stars themselves then appear in each of these locations, whether that’s Willian getting his hair cut, Jorginho having dinner with friends or Pulisic appearing in the diner. As the ad wraps up, however, it reveals that every one of these scenes has actually taken place in London.

The campaign celebrates the multiculturalism of London, in all its brilliant glory, united through the love of a particular football team. It reminds us that it’s not where you’re from that matters; rather it’s what shirt you choose to pledge your allegiance to. A contemporary and relevant take on the modern football fan.