Chelsea FC in charity and CSR project

The uphill struggle by Chelsea Football Club to portray itself as a force for good reached a landmark this week as the club published its first CSR report and announced a global charity partnership with Right to Play.

It also emerged that director of comms and public affairs Simon Greenberg has been using PA consultancy LLM for advice.

The report, launched at a high-profile event at the House of Commons on Thursday, said Chelsea had invested £4.34m in its CSR strategy last season, 2.8 per cent of its turnover.

Chelsea also outlined an unusual approach to charity by announcing it would help humanitarian organisation Right to Play establish itself while jointly raising £2m over six years.

Greenberg told PRWeek: ‘There are so many money issues around Chelsea, but we’re using our brand and players to benefit a worthwhile charity. It would have been easy just to donate a chunk of money; this is about genuine commitment.’

He added that LLM may continue to be used alongside the London Communications Agency and Stuart Higgins Communications.


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