Chelsea reach out to China via internet

LONDON, Nov 28 (Reuters) Chelsea are to produce a Mandarin-language Web site about the Premier League champions in a move to build the club's brand in China.

Chelsea have signed a deal with leading Chinese internet portal SINA, whose own site will carry a link to the new Chelsea site to be launched in mainland China in 2007.

Paul Smith, Chelsea's Business Affairs Director, said in a statement the Chinese Web site would be ''adapted to the culture of that market.

''This partnership marks the next stage of Chelsea's development in China. Clearly we are becoming more popular and this is the right time to take that to the next level.'' Chelsea, which has other partnership deals in China, also has a cooperation agreement with the Chinese Football Association and the Asian Football Confederation to develop grassroots football.

Chelsea chief executive Peter Kenyon said: ''China is a key market for us but our philosophy is to help Chinese football, as well as our own business, and our partnership with SINA will reflect that.'' SINA chief executive Charles Chao said the deal would have ''a tremendous influence on football in China.

''The real winners of this co-operation are the fans themselves who will now have far easier access to the world of football.'' Helped by the widespread television coverage of Premier League matches, the Asian market is a lucrative one for top English clubs and a destination for pre-season tours.

Reuters PDS RN1826