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The company has won Chelsea Digital Media (CDM) as its first client.

Chelsea Digital Media is a joint venture between Chelsea Football Club and BSkyB, which owns 9.9 per cent of holding company Chelsea Village plc. It was set up to exploit the dedicated Chelsea football channel on Sky digital, as well as internet and mobile opportunities.

"Our official club site has a large number of loyal users, but not an acceptable level of return from advertising," said Chris Tate, managing director of CDM, which has 19 staff. "We looked for a specialist partner to help CDM achieve its targets."

Aura Sports (www.aura sports. com), in which Wright is majority shareholder, will generate advertising and sponsorship revenues on Chelsea's own web site (www.chelseafc.com).

It is launching with partners including Zoe Templeton and Sandie Murphy, formerly Sports.com's clients services director and commercial manager respectively.

"We do not want to get involved in building web sites - we will add commercial revenue and partners for clients," said Wright.

"Sport doesn't lend itself to a Real Media or AdLINK style," he claimed.

"Sports clubs have a number of high-profile advertisers with exclusivity."

Under the initial one-year deal with CDM, Aura Sports will work with Sky Online Sales to bring in revenue for Chelsea FC.

"Aura Sports has a pedigree in the area through work with clubs such as Manchester United when its founders were at Sports.com. It would be silly to ignore that experience," said Scott Deutrom, Sky Online head of sales.

Wright said the company would look to target official sports web sites, sports portals and pan-European online operations as clients.

Portal Lycos UK now handles Manchester United's online advertising sales after replacing Sports.com in June as part of a £2m-plus strategic partnership to build the Premiership club's global new-media presence.