Chelsea USA Geo-fencing
Mission
Chelsea aimed to strengthen its digital presence in the United States through a dedicated geo-fenced content strategy on social media.
Samba was tasked with delivering English-language content specifically designed for the US market, with original formats and storytelling tailored to local fans.
The mission was to create bespoke content that felt native to the US audience while remaining fully aligned with Chelsea’s global communication and brand voice.
This approach allowed the club to connect more deeply with fans across the Atlantic through relevant narratives and localized storytelling.
Approach
Communicating in the same language and tone as Chelsea’s global channels created the opportunity to plan and deliver content specifically adapted for the US market.
Samba focused on producing original, geo-fenced content that resonated with American fans while reinforcing Chelsea’s global identity.
Particular attention was given to highlighting USWNT players and engaging Official Supporters’ Clubs, key pillars of Chelsea’s fanbase in the United States.
This strategy built on the club’s long-standing relationship with the US market, which has continued to grow since Chelsea’s first visit in 2004.
Results
The geo-fenced strategy delivered strong visibility and engagement across the US market during the campaign period:
- Over 300 posts published across October and November
- More than 15M impressions generated in the US market
- Over 300K engagements driven by localized content
By combining geo-fencing, bespoke content creation, and a deep understanding of the US fanbase, Samba enabled Chelsea to strengthen its digital footprint in a key international market.
The campaign reinforced Chelsea’s growing popularity in the United States while delivering content that felt both authentic to local fans and consistent with the club’s global positioning.
