March's exhibition at the Saatchi Gallery wasn’t your typical football anniversary.
No endless highlight reels or dusty memorabilia. Instead, it was a bold, creative statement about the future of football culture – through the lens of art, fashion, photography and storytelling.
This is what happens when clubs stop seeing themselves solely as sports teams and start acting like cultural institutions.
By collaborating with emerging and established creatives, and platforms like the Blue Creator Fund, Chelsea have made the badge feel relevant to a new generation. To those who might care more about identity, expression and community than league tables.It’s a move we’re seeing more across the sports landscape – clubs and brands opening the door to subcultures, elevating creativity, and treating fans like participants, not just spectators.
It’s a sign of the times – and a blueprint for others.Hats off to all those involved in making it happen at Chelsea Football Club
More of this, please 👏
March's exhibition at the Saatchi Gallery wasn’t your typical football anniversary.
No endless highlight reels or dusty memorabilia. Instead, it was a bold, creative statement about the future of football culture – through the lens of art, fashion, photography and storytelling.
This is what happens when clubs stop seeing themselves solely as sports teams and start acting like cultural institutions.
By collaborating with emerging and established creatives, and platforms like the Blue Creator Fund, Chelsea have made the badge feel relevant to a new generation. To those who might care more about identity, expression and community than league tables.It’s a move we’re seeing more across the sports landscape – clubs and brands opening the door to subcultures, elevating creativity, and treating fans like participants, not just spectators.
It’s a sign of the times – and a blueprint for others.Hats off to all those involved in making it happen at Chelsea Football Club
More of this, please 👏
