Chelsea Football Club and the Chelsea Foundation have launched The Magic of Blue campaign for 2025, focusing on raising awareness of loneliness and promoting the unifying power of football.
The initiative highlights data from the Greater London Authority showing that around 700,000 Londoners describe themselves as “often or always lonely.” The campaign aims to encourage connection and community through shared experiences during the festive period.
As part of the project, Chelsea have released The Magic of Blue Collection, a Christmas range available at the Stamford Bridge Megastore and through the club’s online store. The collection includes the popular Chelsea Christmas jumper, returning after selling out last year, along with new winter accessories and gifting items.
A percentage of sales from the Christmas range will support the club’s charitable partners, including Age UK and Shepherd’s Star, who will help distribute funds and gifts to individuals affected by loneliness. Donated items will also be shared with the Chelsea Supporters’ Trust’s chosen charities.
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