Underpinning the campaign is a commitment to making a positive difference. A percentage of sales from our festive range will be donated to Chelsea Foundation and its charity partners, helping to fund work that tackles loneliness and social isolation across London and the communities surrounding the club.

Since we launched our first festive campaign in 2024, over £280,000 has been granted to organisations tackling homelessness and loneliness in south-west London and Surrey. Funds have come from the sale of festive products in the Stamford Bridge Megastore and online, along with monetary donations from fans, staff and the wider Chelsea community.

Supporters have also donated gifts at men’s and women’s matches in the build-up to Christmas, with 3,200 presents given last year alone and distributed to those in need.

Christmas TV nostalgia switches on

This year’s campaign is centred around a nostalgic Chelsea TV network, complete with its own shopping segments, special guests and game shows. Designed to recall a time of families gathering around a TV to watch together, and an era when a shopping catalogue was diligently poured over with pages turned down to mark the much-wanted items, there are appeal messages woven throughout to highlight Christmas is a time for giving.

Players from the men’s and women’s teams lead the campaign, with Ellie Carpenter, Cole Palmer, Morgan Rogers and Alyssa Thompson featuring. The campaign launches today across our social media channels and outdoor advertising spots across the city.

Festive range unveiled

There are plenty of winter classics available in the merchandise range on sale online and in store, including three designs of Christmas jumper which, based on previous years, are destined to sell out. As well as two patterns in blue, for 2026 we have a seasonal jersey taking its theme from the famous away shirt that shocked when first unveiled three decades ago, with its unmissable tangerine and graphite colouring.

To also help wrap up warm, there are Christmas scarves and hats, while the 2026/27 home, away and third kits make perfect gifts for Blues fans everywhere, as does the selection of stocking-fillers we suggest.

• Click to see the Chelsea festive range

That's Proper Chels pop-up retail shop to open its doors

Coming soon and a club-first, Chelsea will bring That's Proper Chels to life with a pop-up retail shop in Covent Garden, London's premier shopping destination, throughout the festive period. The store will serve as a home for all things Chelsea, offering supporters a unique Christmas shopping experience in the heart of the capital.

Featuring a TV screen-inspired shop window that transports visitors directly into the world of That's Proper Chels, the pop-up will showcase and sell items from our exclusive festive range alongside products featured in the campaign launch.

As supporters shop, they will also be helping to make a difference, with a percentage of proceeds from the festive collection donated to Chelsea Foundation and its charity partners to support their work tackling loneliness.

Laura Cordingley, CEO Chelsea Foundation, said: ‘Christmas should be a time of connection and togetherness, but we know that for many people in our local community, it can also be a time of loneliness and isolation. At Chelsea Foundation, we believe in the power of our club to bring people together, create a sense of belonging and make a lasting difference to the lives of those around us.

‘Through the That’s Proper Chels festive campaign, profits from the Christmas range will help fund grants that can be awarded to local organisations who are working tirelessly to tackle loneliness, build connections and ensure that people feel supported, not just at Christmas, but throughout the year.

‘Every purchase can help us extend that support to those who need it most. It’s a powerful example of how, together, we can turn pride in our club into positive change in our community.’

Christmas lunch will be served

In the build-up to Christmas, Chelsea Foundation will host its annual festive lunch at Stamford Bridge, supporting those experiencing loneliness.

Supporters will have the opportunity to donate gifts similar to last year at designated drop-off points at all Stamford Bridge matches for both men’s and women's teams, from 14 November.

To donate £5 to support those experiencing loneliness this Christmas, please text CFCFOUNDATION to 70085