The cross-marketing opportunity may open new doors for Uber, which now faces increasing competition from fellow taxi apps such as Lyft and RideScout. It also may prompt fans of Chelsea FC to use Uber over another app in the hopes of receiving one of the kits, which will be available to Uber customers five days prior to the rest of the public.
Adidas fans may also clamor to get their hands on the exclusive shirts for the 2015 to 2016 season, especially as they will come free of charge to those who manage to snag a “Chelsea” vehicle via the app.
Interested consumers must download Uber for iOS or Android smartphones and enter their city’s promotional code to view the Chelsea-branded vehicles nearby. They may then request one of the vehicles and receive their free kit when the driver pulls up to their location.
Uber is urging its users to act fast, as demand is expected to be extremely high, with limited availability.
The promotion will be available in Los Angeles, New York City, Cape Town, Moscow, Mumbai, Shanghai, Tokyo and Rio de Janeiro. The promotional codes consist of CHELSEAFC with the respective city’s abbreviation after it, such as CHELSEAFCNYC for New York City and CHELSEAFCRIO for Rio de Janeiro.
Uber has previously held major brand partnerships to raise consumer awareness and drive more rides taken with its app.
“We are thrilled to team up with Chelsea FC — one of the top football teams in the world — for this exclusive promotion, which represents a first for Uber in the world of sports,” said Fraser Robinson, head of business at Uber, London.
“We are always looking for ways to make the Uber experience even better for our millions of riders worldwide, and can’t wait to deliver Chelsea’s highly anticipated kits to fans.”