Arsenal form partnership with MLS Rapids

Kroenke Sports Enterprises, which owns Major League Soccer's Colorado Rapids, the NHL's Colorado Avalanche and the NBA's Denver Nuggets, signed an agreement with English Arsenal that will enable the clubs to exchange business, commercial and marketing information as well as coaching and training ideas.

The deal also includes the creation of the Arsenal Center for Excellence, and the Arsenal Cup, a tournament involving American youth football clubs that will be held each year at the Rapids' new USD 131 million football complex. Plush said a coach with "strong Arsenal lineage" would relocate to Denver and teach the club's philosophy to American youth.

"We try to extend our brand," said Arsene Wenger, Arsenal manager. "We try to extend our technical cooperation as well, because the Americans might produce some players at some stage and that's why we do it."

The MLS club decided not to use Arsenal's red and white colors when it launched its new shield and uniform. The uniform, which was black and blue, is now maroon and powder blue, colors from Stan Kroenke's NHL and NBA clubs, respectively.

Although the Rapids considered changing its name to Colorado Arsenal or Arsenal Colorado, it decided not to use the Arsenal name but did register the domain names to prevent others from using them.

"I think it makes sense in both business and the soccer side of things," said Jeff Plush, Rapids managing director.

The Rapids will train at Arsenal's facility in London next month before playing a series of matches in Spain.

"Soccer is the global game and when we acquired this franchise in 2003, we came into it with a lot of sports marketing experience but no soccer experience.

"So, we decided right then we had to reach across the world, across borders and to reach out and get to know people," Plush said.

The announcement came after English Liverpool announced it supported a takeover bid by Americans George Gillett, Jr. and Tom Hicks.

Wenger was adamant that Arsenal was not being sold to Kroenke, who also co-owns the St. Louis Rams, along with his other sports and entertainment investments.

"(The deal) is not for a takeover," Wenger said. "There are enough Americans in the league now."

Malcolm Glazer, who owns NFL's Tampa Bay Buccaneers, took control of English Manchester United in 2005, while Cleveland Browns owner Randy Lerner took over English Aston Villa in September.

Plush said Kroenke Sports did not try to purchase Arsenal.

"This is 100 percent a commercial relationship, a marketing relationship, a best-practices relationship," Plush said. "There was absolutely zero equity conversations as a part of this.

"This is business. This is strategic. This is about brand extension for them," Plush added.

"This is about getting their beachhead in the United States. I think we become their advocate and their friend on the ground and help guide them through the nuances of our country and our culture and our business opportunities, and vice versa."

The 18,000-seat Dick's Sporting Goods Park will host the MLS All-Star match against Celtic in July. David Beckham, who signed a five-year deal with the Los Angeles Galaxy, remains with Spanish Real Madrid until June 30, but will probably play in that match.

Arsenal also has a deal with Belgian Beveren, where young and developing players are often sent on temporary contracts. It is unclear if Arsenal will play a friendly match in the U.S. but Wenger said he does not expect the club to tour.

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