"We don't want to compete with the CFA. It's an opportunity for Chelsea to get involved in the Beijing 2008 Games."

Swiss-based company Infront Sports and Media which currently runs the Chinese National Men's Basketball Team, will also be involved in the partnership.

However the details of the cooperation were not disclosed as Infront said it's still "under discussion".

Chelsea, rejuvenating in the reign of Russian billionaire owner Roman Abramovich who is known for big spending on buying players, are targeting making profits in the 2009-2010 season.

"Firstly we have to continue the success of the team to ensure the attendance of the games," he said.

Television and sponsorship are another two areas to be focused, Kenyon said.

(China Daily 04/13/2006 page15)