Chelsea FC banks on the kids with messenger launch

cfcChelsea FC is setting its sites firmly on the next generation of fans by linking up with smartphone messenger app Rawr to launch an avatar-based messaging app, which will allow young supporters to communicate with each other and show their love of the West London club.
By signing in to the official Chelsea FC digital store users can browse and purchase unique club items for their character to wear. The special products can be purchased with in-app currency, which can be bought outright, and which also accrues over time spent using the app.
To help pay for the scheme, the club is offering brand owners the chance to advertise in the app itself, although it maintains that this will be an “unobtrusive” presence.
Rawr has been developed by Finnish firm Futurefly and is backed by early investors in Snapchat, WhatsApp, Twitter and Facebook, as well as Arielle Zuckerberg, sister of Facebook founder Mark Zuckerberg.
Chelsea chairman Bruce Buck insisted the move was “an important step for the club as we look to engage and entertain our many millions of fans”.
He added: “This ground-breaking relationship with Rawr puts us at the front of the pack when it comes to digital innovation among sports clubs, and we cannot wait to see how Chelsea supporters interact with each other, and their other friends, all over the world.’
Oskari ‘Ozz’ Häkkinen, the Anglo-Finnish founder and chief product officer of Futurefly, added: “As businesses across the world seek to engage with new customers in increasingly innovative ways, we believe that this partnership will be a landmark moment for the messaging industry as a whole.”

Related stories
Chelsea FC hosts live FB Q&A
Chelsea FC launches mobile app

Print Friendly