Chelsea's Abramovich gives Premier League a lesson in opening up the Eastern front

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The Premier League's concept of taking the "39th game" to Asia, Australia and North America may be dead in the water, but Chelsea owner Roman Abramovich is showing them how to exploit foreign markets by opening up his own "Eastern front".

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Red mist: Chelsea reserve players argue with Team China opponents in a friendly at Brentford's Griffin Park ground in February 2007

Chelsea have twice made pre-season tours of the United States in an attempt to spread awareness of the "Chelsea brand" and close the merchandising gap on Manchester United and Real Madrid. But they have also taken steps to boost their profile and presence in the Far East.

The Super Soccer Star programme will be broadcast in the southern Chinese province of Guangdong next month, and four lucky footballers who are judged to have the most promise will then visit Chelsea's academy at Cobham in Surrey and their Stamford Bridge ground.

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Net gain: Chelsea chief executive Peter Kenyon agrees a deal to create a Chinese-language website for the club in Beijing in January 2007

In February last year the Premier League club hosted China's Olympic Team at their Cobham training ground, and the club's reserve team played a friendly against the Chinese at Brentford's Griffin Park ground.

That visit followed a deal signed the previous month by chief executive Peter Kenyon in Beijing for the creation of a Chelsea Chinese-language website.

Perfect hosts: Team China train at Chelsea's Cobham ground a year ago

The talent-show contest is open to players aged between 14 and 16. Chelsea are already the official football development partner of the Asian Football Confederation's Vision China project, which aims to set up 10 city leagues in China.

Chelsea's chief executive Peter Kenyon said: "We are delighted to be involved in such an innovative project that helps us deliver on our continuing commitment to promote grass-roots football among youngsters in China.

"The show complements our involvement in Vision China with the AFC as well as showcasing Chelsea to a large audience and we look forward to hosting the finalists of Super Soccer Star in England."