Chelsea Target American Fan Base

Chelsea Football Club is launching a groundbreaking website for fans in the United States. As the club continues its push into the US market, the innovative new venture represents the first time a European club has created a dedicated membership site for its fans in America. The move comes after the club’s highly successful US pre-season tour earlier this year and the announcement of a partnership with Disney World Wide of Sport. The site will offer content designed, delivered and implemented specifically for soccer fans in North America, including an interactive social networking ‘members map’ facility that will allow supporters to search and communicate with one another. There will also be the opportunity for fans to upload their own photos and chat online with one another. The pioneering bespoke service is designed to provide current fans with the latest news from the club as well as generating new fans as Chelsea look to increase their commitment to US football. The club has visited the US four summers in a row and will be returning again in 2009. Chelsea has secured a number of high-profile columnists, including Arash Markazi of Sports Illustrated.com and Jack Bell of the New York Times, to provide US-specific content. This will include a selection of daily podcasts and videos supplying up-to-date news on the club. Peter Kenyon, Chief Executive at Chelsea Football Club, said: “I am delighted that Chelsea is again breaking new ground, this time by engaging with our fans in the United States in a way that no other football club currently does. We have visited the US for the last four summers and each time the interest in us has grown significantly. This latest project is a chance for fans to become more intimately involved with the club on a members site that has been built for and caters directly for them. “Fan engagement is important to Chelsea on all levels and we recognize the cultural differences between UK and US fans so content from grass roots to elite level will be delivered in a way that the American fan will relate to more. And along with our other partnerships in the US, such as with the Disney Wide World of Sport,chelseafc.com/america will also be crucial in building the Chelsea brand and business in North America.” As well as news, player profiles, club history and kids fun zone, the site will also incorporate a dedicated coaching section with hints, tips and videos from Chelsea coaching staff. The aim is to provide parents who coach junior sides in the US with valuable insight into training drills used by professional teams.