Chelsea chief executive Peter Kenyon views the club's newly-signed agreement with the Asian Football Confederation as a crucial step in building the club's international profile.
Speaking in Kuala Lumpur, after signing the deal that made the London club an official 'Vision Asia Football Development Partner' for the next four years, Kenyon said: "Chelsea's vision is to be recognised as the number one club in the world by 2014 and part of that involves serious participation in football in Asia.
"This is a long-term project and a big engagement with footballers and football fans in this part of the world.
"There is already a lot of work being done on the ground by the AFC but hopefully we can help to accelerate the work that is already going on today."
Under the agreement, Chelsea will sponsor and aid the development of the AFC's grass-roots football programmes in China that currently has five active projects in Qingdao, Wuhan, Chengdu, Nanjing and Zibo.
"We have been impressed with the development of Asian football and want to contribute to this with meaningful programmes across the 11 disciplines that underpin Vision Asia," Kenyon added.
"Football in this region has the ambition and ability to challenge European football from the grassroots upwards.
"If Chelsea can help achieve this through involvement in areas such as grassroots, youth, coaching, education, marketing, sports medicine, media and fans, this will bring long-term benefits to us all."
The agreement will also provide opportunities for at least 10 young players selected by the AFC to travel to London and train with their relevant age group at Chelsea.
The winner of the AFC player of the year award will also be given the opportunity to train at Chelsea for a month although both sides stressed that the deal does not give the club first crack at the best young players from China.
AFC president Mohamed bin Hammam welcomed the participation of Chelsea in the Vision Asia programme.
"In order for a long-term sustainable development, we need commercial investment, and I am delighted to welcome Chelsea Football Club as our first development partner where the commercial opportunities of the Vision Asia project have also been addressed," said the Qatari.
"This is not a business relationship. It's more of a development partnership. The AFC will benefit greatly from this and I don't expect that Chelsea will benefit financially from this agreement."
"This is a long-term project and a big engagement with footballers and football fans in this part of the world.
"There is already a lot of work being done on the ground by the AFC but hopefully we can help to accelerate the work that is already going on today."
Under the agreement, Chelsea will sponsor and aid the development of the AFC's grass-roots football programmes in China that currently has five active projects in Qingdao, Wuhan, Chengdu, Nanjing and Zibo.
"We have been impressed with the development of Asian football and want to contribute to this with meaningful programmes across the 11 disciplines that underpin Vision Asia," Kenyon added.
"Football in this region has the ambition and ability to challenge European football from the grassroots upwards.
"If Chelsea can help achieve this through involvement in areas such as grassroots, youth, coaching, education, marketing, sports medicine, media and fans, this will bring long-term benefits to us all."
The agreement will also provide opportunities for at least 10 young players selected by the AFC to travel to London and train with their relevant age group at Chelsea.
The winner of the AFC player of the year award will also be given the opportunity to train at Chelsea for a month although both sides stressed that the deal does not give the club first crack at the best young players from China.
AFC president Mohamed bin Hammam welcomed the participation of Chelsea in the Vision Asia programme.
"In order for a long-term sustainable development, we need commercial investment, and I am delighted to welcome Chelsea Football Club as our first development partner where the commercial opportunities of the Vision Asia project have also been addressed," said the Qatari.
"This is not a business relationship. It's more of a development partnership. The AFC will benefit greatly from this and I don't expect that Chelsea will benefit financially from this agreement."
Copyright (c) Press Association
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