Football Club Set For Hollywood Makeover
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The Chelsea brand is set for a Hollywood makeover after the football club teamed up with the entertainment industry's most powerful talent agency.
The London side has struck a deal with the sports arm of Creative Artists Agency, a group that represents showbiz heavyweights such as George Clooney, Julia Roberts and Tom Cruise.
CAA Sports will be involved in areas of corporate partnership development, stadium development, athlete marketing, branding, touring, and corporate social responsibility.
CAA's fast-growing sports division was behind the deal that brought David Beckham to Los Angeles Galaxy.
Other names on its books include basketballer Allen Iverson and ice hockey's Sergei Fedorov.
Chelsea chief executive Peter Kenyon said: "Chelsea is delighted to be partnering with CAA Sports. (CAA) has unparalleled experience across a whole variety of areas that appeals to Chelsea.
"Together we can build on Chelsea's global business reputation, its unique position as the only soccer club in the centre of London, our talent, and our desire to be seen also as a force for good in our local community and around the world."
CAA said that Chelsea's international make-up - the squad contains 23 national team players from 14 different countries - gave the brand global appeal.
"Beyond their excellence on the field, Chelsea is renowned for its storied history, distinguished reputation, and passionate commitment to the community," said Howard Nuchow, co-head of CAA Sports.
He added: "We look forward to helping Chelsea FC build upon this tremendous legacy and widespread popularity to create new opportunities worldwide."