Chelsea gears website to U.S. interests

While other English clubs have been tapping into Asia, Chelsea has started a drive toward the United States, launching a website specifically aimed at the U.S. fan, the first time a European club has geared an online effort specifically in that direction.

The club already had made a tour of the nation earlier this year — its fourth trip there in as many years — and has partnered with Disney's "Wide World of Sport".

The new site, is chelseafc.com/America. Content includes a membership area, allowing U.S. supporters to communicate with one another. There will be places to chat, upload photos and read articles specifically written for the site.

"Fan engagement is important to Chelsea on all levels and we recognise the cultural differences between U.K. and U.S. fans so content from grass roots to elite level will be delivered in a way that the American fan will relate to more," the club chief executive Peter Kenyon told BrandRepublic.com.

Source: euFootball.BIZ © Copyright 2006 - All rights reserved.