Chelsea strengthens US links with AEG partnership

LONDON - Chelsea Football Club has signed an alliance with US soccer operator AEG in an attempt to boost the London club's brand exposure across America.

The club has chosen AEG because it is the operator for four of the US Major League Soccer's biggest clubs, LA Galaxy, Chicago Fire, DC United and Houston Dynamo, and one of the most influential organisations in US soccer.

The deal, which is the first of its kind by a major European club, involves the staging of a tournament between Chelsea and US teams every two years in the States as well as ongoing promotional activity.

It also includes a playing link-up with LA Galaxy that gives Chelsea first option on signing its players and the chance for Chelsea players to play in the US on loan giving its up-and-coming players first-team experience.

Peter Kenyon, chief executive at Chelsea, said: "This is a unique, ground breaking relationship that not only demonstrates our commitment to the development of US soccer, but will also help Chelsea work towards its aim of becoming the most popular European club in the US, one of our key target markets."

Paul Smith, Chelsea business affairs director, says that a focus of promotional activity will be youth level soccer as well as through the Major League and is set to include specially created media programming, including the creation of a US football icon for the club.

Timothy J Leiweke, AEG president and chief executive officer, added: "This alliance will clearly help to continue soccer's tremendous growth in North America through our joint promotional efforts as well as the staging of meaningful competitions between Chelsea and the best of the MLS."

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