Samsung kicks off 'the Chelsea way' training scheme

Samsung: 'dream the blues' ambassadors Fernando Torres, Juan Manuel Mata García, Oscar and Victor Moses
Samsung: 'dream the blues' ambassadors Fernando Torres, Juan Manuel Mata García, Oscar and Victor Moses

Chelsea Football Club and shirt sponsor Samsung and have launched a campaign to encourage youngsters around the world to train "the Chelsea way", with support from players including Juan Manuel "Mata" García and Fernando Torres.

The 'Dream the Blues' initiative is aimed at nine- to 13-year-olds whose parents own Samsung home appliances such as microwaves and fridges. It spans eight countries across four continents.

The company has released a YouTube video featuring ambassadors and Chelsea team mates Mata, Torres, Victor Moses and "Oscar" dos Santos Emboaba Júnior, to introduce the initiative and its slogan, "The dream starts here".

Chelsea Foundation coaches will visit youth football camps in Mexico, Nigeria, Ghana, Republic of South Africa, China, Thailand, Brazil and Turke, where they will provide training for local children, throughout the length of the scheme.

Samsung and the club will pick 16 of the most promising children to attend the Blues Camp in London in May 2013, where they will train with professional players.

A spokeswoman from Samsung could not confirm whether any agencies had been involved with the campaign.

Yungkook Lee, vice president and head of global sports marketing at Samsung, said: "We are delighted to bring this campaign to more children around the world and offer even more opportunities.

"As the world’s largest consumer electronics company and an aspirational brand, Samsung believes in supporting and motivating the young to develop their dreams.

"Together with Chelsea, we hope to continue to provide an exciting and great experience to young football fans around the world."

The initiative is an expansion of the Samsung-Chelsea FC Youth Football Camp programme, which began in 2007, and will run in each country until April, when it ends in Turkey.

Torres said: "We are happy to be part of this exciting campaign and be able to influence football-loving youngsters around the world to achieve their footballing dreams.

"We hope many Samsung and Chelsea fans participate in and are inspired by this campaign, and we look forward to meeting some of the kids in London."

Samsung extended its shirt sponsorship of Chelsea football club for a further two years, up until the end of 2014-15 season, in September 2012.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Cheryl Cole is wild and arresting in new L'Oreal work
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend