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Magic of Blue campaign raises £80,000 and provides over 3,200 Christmas gifts

Today marks the culmination of The Magic of Blue campaign, a collaborative festive initiative between Chelsea Football Club and Chelsea Foundation which has helped support those experiencing loneliness in London and Surrey.

With the support of the Chelsea fans and staff including men’s, women’s and Academy teams, the following has been achieved:

  • Over 3,200 gifts have been donated and distributed to those feeling isolated this Christmas

  • More than 420 hours have been volunteered by Chelsea staff and supporters throughout the campaign.

  • £80,000 has been raised to support local organisations tackling loneliness all year round.

Research commissioned by the Greater London Authority found that a large number of Londoners, 700,000, say they are ‘often or always lonely’, with 15 per cent of over-65s and nine per cent of young people spending Christmas alone, according to a study by the Policy Institute at King's College London.

As part of The Magic of Blue campaign, players from both men’s and women’s squads visited local charities Age UK Kensington & Chelsea and Shepherd’s Star to meet and speak with individuals who may be isolated this Christmas as well as handing out some of the donated gifts.

Chelsea Foundation, in partnership with the Chelsea Supporters' Trust, hosted Magic of Blue collection points on matchdays at both Stamford Bridge and Kingsmeadow. Supporters, including famous faces Tion Wayne (pictured top) and Arrdee, donated gifts which have then been distributed to local charities.

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Nearly 500 people, including beneficiary charities, were welcomed to Stamford Bridge for a festive lunch which included a special appearance from Levi Colwill who heard first-hand about the challenges faced by members of our local community.

Laura Cordingley, chief executive of Chelsea Foundation, said: ‘On behalf of Chelsea FC and Chelsea Foundation, I would like to thank everyone who has helped support The Magic of Blue campaign. To have our Chelsea family come together and help those experiencing loneliness has been incredibly heartwarming. Sadly, so many will have spent the festive period alone, but we hope through our gifting, volunteering and surprise visits, we have been able to provide a sense of belonging and joy to those who otherwise may have been suffering from isolation.

‘We are so grateful to have raised a significant amount of money, which will be granted to local charities to continue to support those experiencing loneliness beyond the festive period.’

Jess Millwood, CEO, Age UK Kensington and Chelsea (AUKC), commented: 'The Magic of Blue has brought real joy and connection to older people in our community. Seeing Chelsea players take the time to visit, and the generosity of fans donating hundreds of Christmas presents, has been incredibly moving. We’re proud to partner with the Chelsea Foundation on a campaign that reminds older people they are valued, celebrated and not forgotten at Christmas.'

Laura Povey from Shepherd’s Star said: ‘We’ve been so touched by the kindness and generosity of Chelsea Foundation and The Magic of Blue campaign. The Chelsea Women's team visit to our Good Friday Christmas Party brought such excitement and joy to our guests. For some of them, it was the absolute highlight of their year!

‘It was incredibly moving to watch the players taking their time, chatting with guests, sharing stories and handing out gifts. For many in our community, Christmas can feel very lonely but this day was one where they felt really seen, valued and celebrated.

‘Their support of our Christmas Box campaign enabled us to reach even more families this year, ensuring local families could sit down to a proper festive meal - and enjoy a Christmas roast complete with trimmings - all packed and delivered by volunteers from the community and Chelsea Foundation. The Magic of Blue campaign is all about bringing people together, easing loneliness and reminding folks they're not alone.

‘We see the impact of this every day at Shepherd's Star, and we're incredibly grateful to Chelsea Foundation and The Magic of Blue campaign, for believing in our work and collaborating with us this Christmas.’

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