Analysis Marketing
Nikki Wicks
May 6, 2015

Chelsea FC plays wide to Asia

THE FACE BEHIND THE BRAND: Global fans now far outnumber loyal locals, but according to Chelsea FC’s Asia MD Adrian New, demands for success make Asian devotees hard taskmasters.

Spiritual home: A Chelsea fan since boyhood, Adrian New says he has to manage a long-distance relationship; the vast majority of the club’s worldwide following will never see the team play at home.

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