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Fans continued to mock Chelsea‘s partnership with Hilton Hotels after former Made in Chelsea star Georgia Toffolo was filmed watching Chelsea play Manchester United at Stamford Bridge from bed on Sunday afternoon.
The eye-catching promotion was installed ahead of the Women’s Super League clash in west London and immediately attracted the ire of supporters as images of the makeshift hotel room circulated on social media on Monday.
Seats were removed from the home fans’ Matthew Harding Stand and in their place the club added a bed, a wall-mounted television, several Hilton-branded dressing gowns and a picture of the two squads.
Fans immediately pointed the finger at co-controlling owner Todd Boehly stressing that the American businessman ‘just doesn’t get it’ in the wake of the stunt.
But tensions are likely to be inflamed once again after Toffolo – who has previously been vocal about her support for Norwich City – was filmed watching the match from the bed as part of the club’s promotional campaign.
Former Made in Chelsea star Georgia Toffolo watched Chelsea at Stamford Bridge from bed as part of a partnership with Hilton Hotels
From the Matthew Harding Stand the reality star was afforded an excellent view of the WSL tie
Toffolo was previously pictured at Stamford Bridge in 2023 – but fans were quick to say that her stunt was ’embarrassing’
Sporting a branded dressing gown, Toffolo had a pitch-perfect viewing positon to watch the 3-1 clash, draped in a Chelsea-Hilton half-and-half scarf.
‘Footy from bed (upside-down emoji) I chant louder in my jammies (cry-laugh emoji),’ the reality star captioned the video on Instagram.
But supporters on social media were dubious as to whether the partnership content chimed with its intended audience.
‘Please tell me this isn’t real (scream emoji)’, one user on X wrote.
Another under Toffolo’s original post said: ‘Nah this is everything wrong with football’.
A third added: ‘I’m actually a bit embarrassed about this’.
A number of commentors stressed that ‘of course’ this was a stunt that the Blues were likely to pull, perhaps referencing another recent marketing ploy gone awry.
In a promotion for Boehly-produced film Argylle, men in green velvet jackets sat in the stands behind the benches during Chelsea’s home Premier League tie against Fulham.
At various intervals the men rose to brush their teeth and to read from the novelisation of the film.
Toffolo is thought to be a Norwich City fan despite her presence at the west London stadium
Chelsea previously came under fire for their aggressive marketing ploy midway through a home fixture versus Fulham
Argylle’s branding has also been a constant fixture around Stamford Bridge and on Chelsea’s social media ahead of the Matthew Vaughan-directed film’s February 1 release date.
But despite the unwillingness from fans to accept the somewhat overzealous marketing tactics, head coach Mauricio Pochettino was unbothered by the crowd disruptions after the final whistle on the 1-0 victory.
‘It didn’t affect the spectacle and today I think we were talking about VAR a few weeks ago and business and football, today it’s open to many different things that can happen but for me, it’s welcome because it does not affect the spectacle and it does not affect the players,’ Pochettino said of the interactive campaign.
‘For the fans, I think it’s nice to see the promotion of the film and I think it looks very very good. They invited me for the premiere.’