NEW YORK - Chelsea Football Club announced today details of a unique long-term commitment with Los Angeles-based AEG to promote soccer in the United States thru tours, marketing initiatives and grassroots efforts.
Chelsea FC chief executive Peter Kenyon revealed at the World Sports Congress in New York that England's Premier League champions will enter into a major strategic alliance with AEG, operators of four teams in Major League Soccer (MLS) owners/developers of soccer stadiums including The Home Depot Center in Los Angeles and venues currently under construction in Bridgeview, Illinois and Harrison, New Jersey.
The partnership between Chelsea FC and AEG is the first of its kind by a top European club with one of the leading forces in United States soccer.
The relationship will formally begin next summer with the staging of a tournament, scheduled every other year, involving Chelsea and a host MLS club. Additionally, the alliance with AEG also includes a club to club relationship between Chelsea and the 2005 MLS Champion Los Angeles Galaxy, along with an agreement to enhance and market the Chelsea brand in the United States and promotion of grass roots football activity.
Chelsea chief executive Peter Kenyon said: "Chelsea is absolutely delighted to be partnering with AEG, the leading backer of soccer in the United States. This is a unique, ground-breaking relationship that not only demonstrates our commitment to the development of US soccer, but will also help Chelsea work towards its aim of becoming the most popular European club in the US, one of our key target markets. Chelsea only partners with global leaders in their respective fields and AEG is one of those. With its involvement in US soccer and its expertise in sports, entertainment and stadia ownership, AEG were the logical choice for Chelsea."
Timothy J. Leiweke, President and CEO of AEG said: "Chelsea is one of the most ambitious, forward thinking and recognizable clubs in world football and is prepared to make a long-term pledge to U.S. soccer. This alliance will clearly help to continue soccer's tremendous growth in North America thru our joint promotional efforts as well as the staging of meaningful competitions between Chelsea and the best of the MLS. We thank Peter and his colleagues at Chelsea for their support of this important and groundbreaking initiative."
As it develops, Chelsea's alliance with Los Angeles Galaxy could also be used as a template for relationships with other clubs.
It is expected the alliance will cover programs and exchanges on young players, medical and coaching. Plans also call for extensive involvement from Chelsea in activity at US grass roots level, as well as the professional game.
Chelsea's Business Affairs Director, Paul Smith, said: "Chelsea's involvement in US football will be from top to bottom. We will not just fly in and fly out for the tournaments. We will seek to develop a program of activity that will also cover the huge interest in soccer at youth level, as well as the professional game."
"This will be backed up by specially created media programming and other marketing activity for the US market. By building the profile and interest in Chelsea in this way we are confident we can expand our business and build a platform for increasing our fan base, merchandising and sponsorship opportunities, Smith added."
Chelsea's Football in the Community (FITC) program has been running camps and courses in the US for several years now.
In January, Chelsea's Director of Youth Development, Frank Arnesen was the key note speaker at the NSCAA convention in Philadelphia, the biggest coach's gathering in the world.
