China

Chelsea sign China grassroots deal

(Reuters)
Updated: 2006-04-26 08:31

English champions Chelsea agreed on Tuesday to give their exclusive backing to an Asian Football Confederation (AFC) project to develop grassroots football in China.

Chelsea chief executive Peter Kenyon and AFC President Mohamed bin Hammam signed a memorandum of understanding that will result in the London club providing technical and financial assistance to the Vision China development program.

"It's an historic moment because this is the first time a club came to us and said 'take' and did not take from us," Bin Hammam told reporters.

"This is what we appreciate."

Kenyon, who has identified China and North America as Chelsea's key markets outside England, said it was the start of a "long-term relationship."

"It fits absolutely with Chelsea's vision of being one of the big clubs by 2014," said Kenyon, whose previous club Manchester United also made a big push into Asia.

"We've been successful on the field and what we're about is building a successful sustainable team and this is an extension of that.

"(But) we're not in this to get players cheaply or to come on tour or do those things. What we're talking about is investment in a long-term market and looking to support the local product, which is critical.

"It's really important for global football that Asian football is developing and then there's a benefit for everyone."

Kenyon said although there would be a financial element to the deal, Chelsea would primarily be looking to help out in marketing, media, training and sports medicine.

Core components
"They're all core components of what we do every day and it's really evaluating those and bringing those to the table," he said. "What we're talking about is being a long-term partner."

Vision China is part of a broader Vision Asia program, under which AFC teams go into cities and provide training and advice to build up local leagues.