Chelsea Football Club are reportedly on the look out to tie up with an Indian household to base it’s own soccer schools and launch a franchise to market club merchandise and mobile content. The West London club also plans to run Cafes and Restaurants.

Announcing the plans was Ben Wells, Chelsea Football Club’s head of marketing, “We are looking at an anchor partner which has to be an Indian corporate house, which understands the Indian market and not a foreign MNC. It is through this route that we plan to enter India and set up our football schools and franchise our brand.

“We do not sell advertising space on our jersey, except to companies with whom we are partners in developing the game. Some Indian corporate house could get that opportunity,”

Wells explained the benefit of global exposure its Indian partner will gain for stepping forward in promoting their English Premier League brand which is broadcasted by various mediums of communication all around the world.

A joint venture of football and basketball running hand-in-hand is also slated by Chelsea who are in talks with USA’s National Basketball Association (NBA).

“There is no clash between these two and as NBA is already in India, we are open to talks with them to build the infrastructure,” claimed Wells.

When the obvious question of calling out Indian corporates to fund for the cause of football in a country where cricket is treated like a religion croped up, Wells was quick to respond. “Football is a global game, while cricket is not. So, if you want to address consumers in the US, south east Asia and Europe you cannot use cricket to reach these audiences.”

While Chelsea’s main strategy is to set up coaching centres in India, Wells said that the trained expertise and technical staff will help run the soccer schools as well as provide the necessary education on health and nutrition.

Besides, the schools will possess it’s own commercial based infrastructure which will include practice and stadium facilities.

Although the Indian market offers more of its attention to cricket, Wells believes that changes are not far away to come, attributing the success of the Indian Premier League (IPL).

“The changing demography has ensured there is a large population which is no longer interested in a five-day match but is looking at something of a short duration. The success of the IPL was an eye-opener. There is no reason why football with 90-minute duration will not be attractive to India.”

It is a well learned fact that other big English clubs like Manchester United and Arsenal have by far started creating waves in India. Manchester United Food and Beverages (Asia) Pvt Ltd or “MUFB Asia” in a tie up with Great Moments Hospitality Pte Ltd already runs three Manchester United Restaurants and Bars (MURB) in Mumbai and New Delhi.

With effect from May 2009, United have also signed a five-year long deal with Airtel who provide their subscribers with exclusive Red Devils’ content – wallpapers, video clips, United’s match updates and highlights, ringtones, downloads, and so on.

United along with the All India Football Federation (AIFF), in association with Nike, have also organised a series of Manchester United Premier Cup tournaments in India (Nike-MUPC India) for the U-15 teams of the Indian clubs to portray their grassroot skills and eventually the team who makes to the world finals gets a chance to play at Old Trafford.

Source: goal.com

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