The brand strategy behind DAMAC's Chelsea Residences
Campaign Middle East spoke with Amira Sajwani, Managing Director of Sales & Development of DAMAC Properties and Todd Kline, President – Commercial, Chelsea Football Club to uncover the 'why' behind the branded residence.
'To be at the forefront of branded residences, bringing different brand identities into our projects is something we're very passionate about,' Sajwani said.
To explore this interest, she stated the next arena that the group wanted to explore was health and longevity. 'This is a goal that aligns with the UAE's vision over the next 10 years as well,' she said, in reference to the UAE's National Strategy for Wellbeing 2031.
Further building on this, Kline spoke to Chelsea's incentive behind the partnership. 'While Chelsea is a football club at heart, we really are a lifestyle brand,' he said. 'This project is a great brand extension to actually have our fans and football fans in general to be immersed in all things Chelsea.'
Kline stated that DAMAC was an obvious choice to partner with to bring the Chelsea brand to the world. 'There's a very small percentage of our fan base that will actually get a chance to come to Stamford Bridge, or meet a player,' he said.
'A brand such as DAMAC is synonymous with luxury, design and craftsmanship and that's something that speaks right to the heart of what Chelsea FC is all about,' he said. 'To push the envelope and do things that have never been done before.'
Both brand ambassadors said that creating an immersive experience into the Chelsea FC brand is another factor behind the Chelsea Residences.
Sajwani listed several tailored amenities that the property will offer to consumers in the region. This includes a rooftop Chelsea FC branded football pitch, a fitness club that will offer the same treatments as Chelsea FC footballers and more.
'Consumers can expect the project to be as quirky as having the building light up every time Chelsea scores a goal,' Sajwani said.
Looking ahead, DAMAC and Chelsea FC plan to bring more experiences to audiences in the region and the UK over the three-year agreement leveraging the Stamford Stadium, social media campaigns, and digital experiences.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Khaleej Times
6 days ago
- Khaleej Times
Dubai: Starting at Dh2,000, now everyone can be a landlord through tokenisation
In May 2025, the Dubai Land Department (DLD) launched the region's first tokenised real estate investment initiative through 'Prypco Mint'. The project is a collaboration between Prypco, the Virtual Assets Regulatory Authority (Vara), the Central Bank of the UAE, the Dubai Future Foundation, and Zand Digital Bank. With investment starting as low as Dh2,000 during the pilot phase, the platform has made property investment accessible to a wider audience. In the first month alone, more than Dh9 million worth of deals were transacted via Prypco Mint. 'Now everyone can be a landlord in Dubai,' says long-time UAE resident Ahmad Faisal Al-Jamal, one of the first to invest in tokenised properties in the city. 'The good idea about tokenisation is that we can start investing with just Dh2,000. This means Prypco is targeting everyone,' said Ahmad, who has invested Dh100,000 across various tokenised properties. Stay up to date with the latest news. Follow KT on WhatsApp Channels. 'This is the first time I have invested in real estate because the proposition by Prypco founder Amira Sajwani is really nice, targeting investors and residents with a limited income and those who have small savings,' the Palestinian national told Khaleej Times. 'My dream was to buy property in Dubai' Bruna Brazil, 29, who has lived in the UAE for three years, was also among the first to join the tokenisation wave, investing Dh6,000 in two properties — fulfilling a long-held aspiration. 'I always dreamed about buying a property here in Dubai. But it required a big down payment, a mortgage and a lot of paperwork. Unfortunately, I don't have that kind of money yet, and I'm not ready to commit to a mortgage right now. But when I found out about Prypco Mint, it seemed like exactly what I was looking for — a way to invest in real estate with the money that I have without dealing with all the paperwork in the mortgage process. It is the perfect path for me,' said the Brazilian national. Unable to afford a full unit, Bruna sees tokenisation as an ideal way to build a diversified real estate portfolio — especially in a booming market like Dubai. 'This is the best way to start, like you put a little money month by month in different properties, understand exactly the type of property that you are looking for, and the best neighbourhood. I think tokenisation is the future of the real estate market.' No mortgage, no paperwork hassles US national Tymour Fisher has also expanded his investment portfolio by putting Dh140,000 into two tokenised properties. 'I've invested in equities, crypto and stablecoins. Real estate is one that I wanted to invest in, and I found the tokenised properties of Prypco an amazing opportunity. It's quite simple, because essentially I didn't need to get financing to buy an apartment or a full home. Unless you're super wealthy, you go through a bank and have a liability that you need to cover for a number of years. That's why I invested and was an early adopter,' he said. Fisher appreciated Prypco's strong backing and regulatory alignment. 'Not just that it's tokenised, but also that it partnered with the DLD and we got the first tokenised title deeds, which I thought was incredible, and made the investment feel even more secure. That was one of the bigger factors for my decision to invest in tokenised property. Secondly, I wanted to diversify my portfolio and invest a certain percentage in real estate. And this was a very easy accessible way to do,' he said. Covering daily expenses through rental income Many UAE residents investing in tokenised real estate hope to use the rental income to offset day-to-day expenses such as credit card bills, rent, utilities, and transportation. Fisher, taking a long-term view, expects his rental income to help cover recurring costs including credit card payments and gym memberships. For Bruna, the returns will support transportation costs and grocery expenses. Ahmad Faisal, expecting a 10 per cent return, sees the rental yield as a passive income stream that will ease the burden of his rent payments. Let your money work for you Bruna is already planning to reinvest in upcoming tokenised property launches and encourages others to consider the same. Fisher, too, recommends tokenised real estate to friends and family. 'I got my brother, sister, brother-in-law and sister-in-law to invest in tokenised projects, and they all were super happy and excited. I would recommend it to friends and colleagues, because it's good investment. If you have some money lying around and not using it, you might as well put it to work and invest in real estate of a smaller amount,' he said. Ahmad Faisal believes Dubai's high occupancy rates make the market a secure option for property investors. 'Dubai market is a steady market and the prices of units by Prypco were really good in comparison to the market rate,' he said.
The National
14-07-2025
- The National
Chelsea hit prize money jackpot after winning Fifa Club World Cup
Chelsea had more than one reason to celebrate on Sunday as they thrashed tournament favourites Paris Saint-Germain to win the expanded Fifa Club World Cup. Cole Palmer notched two goals and one assist in a sensational first half as Chelsea beat European champions PSG 3-0 in the final at the MetLife Stadium. The 23-year-old winger scored in the 22nd and 30th minutes and Joao Pedro secured the third goal right before half time, capitalising on Palmer's fine touch into the box. At the other end of the pitch, Robert Sanchez saved six shots in his best showing of the tournament. Chelsea manager Enzo Maresca praised Palmer's ability to rise to the occasion after the England international was named player of the tournament. 'These are the games we expect Cole Palmer to appear and once again he showed what he is made of,' Maresca said. Chelsea hit jackpot The Premier League side can be proud of their performance against a side Maresca described before the match as 'probably the best team in the world'. It capped a fruitful season for Chelsea who came to the United States fresh from finishing fourth in the Premier League and winning the Uefa Conference League. There was another major factor fuelling Chelsea, and other teams, at the 32-team Club World Cup. Fifa had announced the biggest ever prize pool of $1 billion, which was bigger than the one for the previous Fifa World Cup. Teams were handed substantial participation fees in addition to a share of the prize money at each stage of the tournament. Tournament winners Chelsea took home the biggest slice of the prize fund, earning a little more than $114 million. According to the BBC and football finance website The Swiss Ramble, Chelsea were given an appearance fee of $28.7m. Apart from that, Chelsea received $85.625m for their results in the tournament. That adds up out to $114.325m. Breakdown of Chelsea's prize money Group stage ($2m per win) – $4m Last 16 – $7.5m Quarter-final – $13.125m Semi-final – $21m Final win – $40m Other top European clubs in the tournament such as finalists PSG ($105m) and Real Madrid (89m) received substantial financial boosts, which is likely to impact the transfer market. Sour end to tournament All was not well at the end of it all, however. Paris Saint-Germain coach Luis Enrique said he was 'just trying to separate the players' after being caught up in a scuffle on the pitch at the end of his team's defeat to Chelsea. Television footage showed the PSG boss raising his arm to the neck of Joao Pedro, who had earlier scored Chelsea's third goal. 'There was pushing and shoving, a lot of tension and pressure. The situation obviously should have been avoided,' Luis Enrique told reporters. 'My intention was clearly to just try to separate the players.' Defeat for PSG denied them what would have been a stunning clean sweep of trophies as they failed to add the Club World Cup to the Uefa Champions League and French league-and-cup double. 'I think over the course of the game they deserved their win. They played very well,' Luis Enrique said of Chelsea. 'I said beforehand that Chelsea were a very good team and they deserve their victory and the trophy.'
Arabian Business
09-07-2025
- Arabian Business
Dubai real estate prices climb in H1 2025 as villas surge up to 11% and ROI hits 11% in key communities
Dubai's residential real estate market maintained strong momentum in the first half of 2025, with rising prices, high rental yields, and increased investor confidence across both ready and off-plan segments. According to a market report from Bayut and dubizzle, the emirate's real estate sector is entering a more mature, data-driven phase, where long-term value, transparency, and trusted insights are shaping buyer and seller decisions. Ready sales: Suburban villa demand leads price gains In the ready sales segment, villa prices in Dubailand surged by up to 10.4 per cent, driven by demand for larger, affordable homes. Other high-performing communities included Dubai South, DAMAC Hills 2, and Dubai Sports City. Affordable apartments: Price increases of up to 7 per cent Affordable villas: Growth of up to 11 per cent Mid-tier apartments: Up to 3 per cent gain Mid-tier villas: Price appreciation between 6 per cent and 10 per cent Luxury villas: Growth between 2 per cent and 8 per cent Luxury apartments: Price increases of up to 4 per cent Mid-market buyers remained focused on JVC, Business Bay, and Arabian Ranches 3, while premium buyers continued to invest in Dubai Marina, Downtown Dubai, and DAMAC Hills. Off-plan market: Expanding supply and diversified interest Dubai's off-plan segment stayed vibrant in H1 2025, buoyed by consistent launches and strong demand across all pricing tiers. Affordable off-plan standouts: Verdana 2 in Dubai South: Apartments priced around AED682,000–693,000 ($186,000–189,000) Azizi Venice: Averages AED 1.15M ($314k) 4B Living in International City: Launch price AED 395k ($108k) Greenspoint by Emaar: Villas starting from AED 3.4M ($928k) Mid-tier off-plan standouts: Palatium Residences (JVC): AED 1.34M ($366k) Red Square and Guzel Towers (JVT): AED 907k–1.06M ($248k–290k) Binghatti Starlight (Al Jaddaf): Mid-segment appeal Bay Villas (Dubai Islands): Mid-luxury coastal market Luxury off-plan demand: Sobha One and Creek Vistas Heights: ~AED 2.3M ($628k) DAMAC Bay by Cavalli: AED 4.74M ($1.29M) Thyme at Central Park: AED 2M ($547k) Knightsbridge (MBR City) and DAMAC Lagoons villas: Ranging from AED 2.69M to 6.85M ($735k–$1.87M) Rental yields: Strong ROIs in affordable and mid-tier areas Bayut's ROI analysis found that affordable apartments in International City, DIP, and Discovery Gardens yielded 9 per cent to 11 per cent, while villas in DAMAC Hills 2, Industrial City, and Serena delivered rental returns above 5.85 per cent. Mid-tier communities: 7 per cent to 10 per cent ROI in Town Square, Mudon, and Al Furjan Luxury zones: Over 5.9 per cent ROI in Al Sufouh, Creek Harbour, and Jumeirah Golf Estates Dubai real estate analysis Haider Ali Khan, CEO of Bayut and dubizzle, CEO of Dubizzle Group MENA and Board Member of the Chamber of Digital Economy, said: 'We're seeing a really interesting shift in Dubai's property market this year. Demand remains strong, but price movements are becoming more measured, a positive indicator of long-term stability.'
