Premiership champions Chelsea scored points off their English rivals here by launching an official Chinese-language website.

"This partnership marks the next stage of Chelsea's development in China," Chelsea chief executive Peter Kenyon said Monday at a ceremony with Chinese Internet portal Sina.com.

"Clearly we are becoming more popular (in China) and this is the right time to take that to the next level."

The website (www.chelsea.sina.com.cn) will carry translated content from Chelsea's official website (www.chelseafc.com) as well as original content for the Chinese market.

Chelsea are among the four or five most popular foreign clubs in China, though they trail Premiership rivals Manchester United by a narrow margin, according to the London club.

The new deal could help reverse that position as it makes Chelsea the first English club to boast a Mandarin website hosted in China.

Chelsea, champions for the last two seasons, are engaged in a tough premiership battle with leaders Manchester United this season.

Chelsea's decision to set up the partnership with Sina.com, which claims to be China's top portal, is in line with the club's drive to become the world's most internationally recognized football club within 10 years, said Kenyon.

"Breaking into the Chinese market is an important part of that vision," he said.

Paul Smith, Chelsea's group business affairs director, said the partnership with Sina would allow the club to get a better idea of the size of their following in China and to build a bridge to its Chinese fans.

"Sina is without doubt the market leader in China and together we will offer Chinese fans of Chelsea and the Premier League a unique web proposition in their own language and adapted to the culture of that market," he said.

"For the first time the club will be in a position to engage directly with our Chinese fanbase."

Smith said that the Internet deal based on revenue sharing from income derived from sources including advertising, sponsorship, subscriptions and merchandise sales would make money by the end of the year.

"We do expect the Sina.com website to be profitable," he said, without discussing figures.

Kenyon said that the club's focus on China was not simply commercial. Chelsea signed an agreements with the Chinese Football Association in 2006 to help develop grass roots football in China. More agreements have since been signed and would be announced later this week, said Kenyon.

He also said Chelsea was hoping to send the first team on tour here next year and would also be sending coaches to China.

(China Daily via AFP January 9, 2007)