Chelsea gets mobile with Samsung

LONDON - English Premier League soccer leaders Chelsea have signed a five-year sponsorship deal with South Korean electronics firm Samsung.

The deal makes Samsung the London club's official sponsor and players' shirts will carry the logo "Samsung Mobile" from next season. It is Samsung's second biggest sponsorship deal after the Olympic Games.

"Samsung Electronics has a key part to play in the future global development of Chelsea and we believe we can play a similar role for it in its strategic aims," said Chelsea chief executive Peter Kenyon.

No financial details of the Chelsea deal were available, but media reports put its worth at 50 million ($133.61 million).

Chelsea have been looking for sponsors to replace Emirates Airlines, whose deal expires at the end of this season.

Kenyon said Chelsea, owned by Russian billionaire Roman Abramovich and poised to win their first league title for 50 years, had been looking for a worldwide consumer brand with strong links to the growing Asian market.

Emirates are switching to last season's champions Arsenal, who will name their new north London stadium, due to open next year, Emirates Stadium. The complex eight-year deal is worth a potential 100 million.

Manchester United's four-year deal with Vodafone, signed in 2004, was worth 36 million.

- REUTERS