Chelsea FC's 2026 Asia-Pacific Pre-Season Tour brought the club to Sydney, Hong Kong, Jakarta and Malaysia ahead of the 2026/27 Premier League season. Across the five fixtures, the tour attracted more than 223,600 spectators, highlighting Chelsea FC’s strong following across the Asia-Pacific region. As an Official Partner of the tour, TMGM accompanied Chelsea FC across the region through a series of activations that combined brand visibility with exclusive access for selected clients and partners.
Pre-season tours are more than a run of exhibition matches. Beyond preparing for a new season, pre-season tours give supporters the opportunity to experience their club beyond competitive fixtures, through open training sessions, fan events and matchday activities.
One of the tour's standout moments was the debut of TMGM branding on Chelsea FC's first-team bus during the Sydney and Hong Kong legs of the tour, marking the first time the partnership has been showcased in this way. As players arrived for training sessions and matchdays, the branded bus became one of the partnership's most distinctive visual features, extending TMGM's presence beyond the stadium.
Players alighting from TMGM-branded team bus
Ahead of each fixture, clients and partners attended open training sessions, offering a closer look at the first-team squad's preparations before matchday. Watching players train from close range provided a behind-the-scenes perspective on the work that goes into preparing for a new season.
Exclusive open training session
On matchday, guests enjoyed exclusive pitch-side access to watch the team's final warm-up before kick-off from just metres away. After the final whistle, post-match tunnel access gave guests the opportunity to meet players, collect autographs and capture memorable moments, extending the experience well beyond the match itself.
Autographs at Tunnel Access
From training sessions to the final moments after each match, TMGM's role as an Official Partner followed Chelsea FC throughout its journey across the region. Rather than focusing solely on the action on the pitch, the partnership gave selected clients and partners opportunities to experience different stages of the club's preparations and matchday atmosphere.
Pitch-side warm-up
From watching players arrive on the TMGM-branded team bus to observing training sessions, experiencing the build-up before kick-off and meeting players after the final whistle, guests enjoyed a behind-the-scenes perspective that is rarely available during a traditional football matchday.
Matchday at local stadium
Across Sydney, Hong Kong, Jakarta and Malaysia, TMGM's activations reflected its role as an Official Partner by combining visible branding with exclusive experiences that brought clients and partners closer to Chelsea FC. Together, these moments demonstrated how sports partnerships can extend beyond sponsorship visibility to create memorable experiences both on and off the pitch.
As Chelsea FC prepares for the 2026/27 season, the Asia-Pacific tour once again demonstrated how football can bring supporters closer to the club on the training ground, on matchday and through experiences that extend well beyond the final whistle.
Founded in 2013 in Sydney, Australia, TMGM Group is the Official Regional Partner of Chelsea Football Club. As a broker providing global financial product trading, TMGM is regulated by ASIC(Australia), VFSC (Vanuatu), FSC Mauritius, and FSA (Seychelles).
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