Beds at the Bridge: Chelsea risk ridicule for stunt in crucial WSL showdown

Chelsea have risked further ridicule from rival fans over an unusual hospitality experience, after reviving a scheme allowing spectators to watch a match from a bed at Stamford Bridge.

The VIP package received a mixed reception when television personality Georgia Toffolo was filmed watching Chelsea’s 3-1 Women’s Super League victory over Manchester United from a bed at Stamford Bridge in January.

Toffolo, from reality TV show Made in Chelsea and the winner of the 2017 series of ITV’s ‘I’m a Celebrity... Get Me Out of Here!’, lounged in a sponsored double bed that was positioned high above a corner flag, angering some football traditionalists and baffling many others.

However, the idea has been revived for Friday’s London derby when Emma Hayes’ side host Arsenal in a crucial clash in the WSL title race.

More than 30,000 standard tickets have been sold for the match, which would see Chelsea move three points clear of Manchester City at the top of the WSL table if Hayes’ team beat their north London rivals, but it appears up to five double beds will be positioned around the stadium too.

All five of the VIP packages, for up to two people each, appeared to have been sold on Hilton Hotel’s website by Wednesday night after an auction, with the experience dubbed ‘Best Bed at ‘The Bridge’.

It’s not the first time that unusual marketing stunts have been attempted at Stamford Bridge in the Todd Boehly era. In January, a line of men dressed in green stood directly behind the technical areas and appeared to brush their teeth during Chelsea’s win over Fulham. That transpired to be a promotion for the 2024 spy action comedy film ‘Argylle’, starring Henry Cavill, Dua Lipa and Samuel L Jackson. The $200 million star-studded spy thriller from Apple Studios debuted with $18 million in ticket sales and was roundly panned by critics.

Mauricio Pochettino said he supported Chelsea’s decision to allow actors promoting the film to stand up in the spectators’ seats behind his bench.

Chelsea have been pursuing new commercial opportunities as the club seek to expand that part of its revenue. Manchester United have, in the past, entered into similar deals to promote the movies of 20th Century Fox.

Pochettino was aware of the actors stood behind him and within the scope of the television cameras. He said: “It didn’t affect the spectacle and … football today, is open to many different things that can happen.

“For me it is welcome because I think it is part of the spectacle. It did not affect the professionals – the players or us – from doing our job. I think it is very good.”

Meanwhile, Chelsea have set what is thought to be the most expensive ticket price in the Premier League by charging an eye-watering £5,000 for supporters to sit behind Pochettino’s home dugout for the game against Manchester United next month.

Dom Rosso, vice-chair of Chelsea’s Supporters’ Trust, described the £5,000 ticket as “alarming”, while officials at rival Premier League clubs expressed shock over the price.