CES C Space Storyteller, part of the world’s largest annual technology event, provides a powerful platform for visionary brands worldwide to share transformative stories of innovation, partnership, and global impact. This year’s edition saw the story of FPT Software and Chelsea FC unfold, highlighting how their collaboration is harnessing AI and digital transformation to revolutionize fan engagement, bridge cultures, and set new standards for global sports experiences. The discussion, titled “Tech x Football: FPT & Chelsea FC Playbook for Innovation”, took place in Vegas, featuring Aurora Nguyen Dan Phuong, FPT Software VP & Global CMO, FPT Corporation and Oliver Boden, Partnership Sales Director of Chelsea Football Club.
The strategic partnership between FPT and Chelsea Football Club, which started in April 2025 and was elevated to Principal status within 6 months, transcends the boundaries of a traditional sponsorship. It represents a true convergence of ambition, culture, and a shared vision for the future of sports and technology - where mutual success is defined by a deep alignment in values, relentless pace, and a collective drive to push boundaries.
Oliver, representing Chelsea FC, opened the dialogue by reflecting on the club’s illustrious legacy - not only as one of the English Premier League’s most decorated teams, but as a trailblazer in both men’s and women’s football, having secured every major club title. Yet, the Club’s identity is defined by more than its trophy cabinet; it is shaped by an enduring pursuit of excellence, a culture of innovation, and an unwavering competitive spirit. This ethos permeates all facets of the club, informing its approach to global fan engagement, youth development, and the cultivation of strategic partnerships.
Aurora offered a perspective shaped by FPT’s remarkable evolution - from Vietnam’s early internet pioneer to a global AI-first powerhouse with a dynamic, Gen Z-driven workforce. FPT’s culture, marked by resilience, curiosity, and rapid learning, has enabled it to tackle complex challenges and drive innovation for clients worldwide.
The dialogue between FPT and Chelsea FC quickly revealed a deep alignment: both organizations are propelled by ambition and a belief in the power of teamwork. For FPT, football’s collaborative spirit is woven into its corporate DNA, fostering a culture where learning, talent development, and community are celebrated. The partnership was forged with a bold vision: Chelsea FC sought a collaborator who could help the club leapfrog competition, become a first mover in the sports digital ecosystem, and turn ideas into reality with speed and agility. FPT’s AI-first approach and hackathon-style innovation cycles offered exactly that.
One of the most significant achievements in the first six months of the partnership was the launch of Chelsea FC’s Global Supporters Network. With over 615 million fans worldwide - many of whom may never attend a match at Stamford Bridge - the Club needed a way to connect supporters across continents. FPT played a pivotal role in bringing these communities onto the club’s app, enabling fans to discover local viewing parties, interact with fellow supporters, and participate in Chelsea-themed experiences. Oliver praised FPT’s “execution, delivery, and speed,” noting that putting the fan at the forefront of the experience was “pivotal” to Chelsea FC’s success.
Another early win was the introduction of Mega Store Express, a click-and-collect service integrated into Chelsea’s app. The goal was simple: eliminate long queues at the stadium by allowing fans to purchase merchandise and pick it up at designated locations before kickoff. The impact was immediate - reduced friction, improved service, and a clear demonstration of how quickly the Chelsea-FPT team could ideate, build, and deploy new solutions. Oliver described this as emblematic of the partnership’s agile rhythm, highlighting the importance of both scale and pace in delivering value to fans.
Beyond matchday innovations, the partnership has expanded to other areas of the club’s operations. FPT is helping Chelsea streamline the booking process for meetings and events at Stamford Bridge, reducing steps on the website and unlocking new revenue streams. The Chelsea Foundation, one of the largest in football, is also benefiting from FPT’s expertise, with digital storytelling and community engagement initiatives designed to amplify the Foundation’s social impact. These projects illustrate the breadth of innovation enabled by the partnership, touching commercial efficiency, fan experience, and community connection.
AI transformation represents the future of the partnership, bringing with it a distinct set of challenges - much like those faced in any elite sports environment. Drawing on FPT’s experience across industries, Aurora identified three recurring barriers: speed, scalability, and responsibility. Sports move fast, and AI cycles must compress from months to weeks. FPT addresses this with hackathon-style methods that rapidly turn ideas into prototypes and impact. Scalability is another challenge - building pilots is easy, but scaling solutions across teams, locations, and global fan bases requires robust foundations and interoperability. Responsibility is paramount; AI must be fair, private, and ethically governed, especially in sports where trust and emotion run deep.
To address these challenges, FPT established five core foundations - ethics and security, agentic development, AI-augmented workforce, digital workers, and a global partner network - integrated into its FleziPT platform. This framework ensures trustworthy, scalable, and efficient AI, enabling up to 50% faster deployments, 40% lower operational overhead, and double the speed from idea to MVP. A successful example outside of sports from FPT would be Covestro’s Supply Chain and Procurement GPTs, which dramatically improved speed and accuracy, and noted that the same rapid innovation cycle powered Chelsea’s click-and-collect rollout.
FPT’s transformation playbook is also anchored in a people-first philosophy, where continuous learning, resilience, and teamwork fuel innovation. By embedding AI education and agent development into every department, FPT empowers its workforce to drive measurable impact - such as boosting qualified leads and accelerating sales cycles - while cultivating a culture that thrives on adaptability and growth.
This commitment to people and progress underpins a broader vision shared by both FPT and Chelsea FC: technology as a force that amplifies sportsmanship and unity. Together, both see digital innovation not just as a tool for operational excellence, but as a catalyst for transforming moments of collective passion - whether in a stadium or across continents - into lasting global connections. “FPT’s been central to our digital ecosystem… We want to raise the standards in football for how we create digital experiences for our fans.”, said Oliver. As the partnership evolves, both Chelsea FC and FPT remain dedicated to raising standards and expanding impact through a blend of human ingenuity and technological advancement.
In closing, the partnership between FPT and Chelsea FC stands as a testament to the power of shared values, strategic fit, and early proof points. Ambition, excellence, teamwork, and resilience are expressed in Chelsea’s winning DNA and FPT’s culture of learning and community. Chelsea’s need for speed, scale, and personalization is met by FPT’s AI-first methods and agile delivery. The partnership has already delivered tangible results - global supporter connectivity, frictionless matchday retail, and expanded digital engagement - and is poised to achieve even greater impact as it matures. As a final message to the inspired audience, Aurora’s invitation stands: visit Vietnam, and experience the pulse that animates both a nation and FPT’s determination to shape the future of sports through responsible, scalable, human-centered AI.
