Chelsea chief Kenyon on his club's lofty ambitions

Long-time sports exec Peter Kenyon (front) was personally hired by Roman Abramovich to run the day-to-day operations of Chelsea. Laurence Griffiths/Getty Images

Speaking out before the sudden departure of José Mourinho in September, Chelsea chief executive Peter Kenyon outlined his club's ambitious plans for the future. He spoke with World Soccer's Keir Radnedge.

World Soccer: Are the big-spending days at an end for Chelsea?

Kenyon: It's refreshing that other clubs have taken on the mantle of big spenders, but it's not over from our perspective. It's just that we sat down, as we do every season, and considered what we needed to strengthen the squad. One of the issues we had to consider was the African Nations Cup in the middle of the season and the impact that would have, that for a period of time we might need more players than we would have in a normal season.

But then the type of player we bring in in those circumstances might be more of a squad player than a star. So the spending issue is more of a coincidence. We have said all along that we never believed we had to continue spending at the levels we did in the first two years under Roman Abramovich. But there is money available for the right player.

World Soccer: Is the target of reaching financial break-even by 2010 still achievable?

Kenyon: The 2010 target was never a firm statement; it was more an intention that we would reach that objective on or around that date. We are still on course. We've improved our revenue significantly and have been one of the fastest-growing clubs over the last four years. The quality of our image is very good and, three years in, we're tracking extremely well. Break-even in 2010 or 2011 is not off the agenda.

World Soccer: Chelsea's Asian strategy appears to contrast strongly with some other clubs, which fly out, play a few matches and fly back. You have a formal development partnership with the Asian confederation. But is Asia going to be worth all the effort everyone is putting in?

Kenyon: New revenue streams are developing in Asia. In the spheres of media and new media they are more advanced in some ways than we are in Europe. There are other opportunities as well. We've already seen the advent of Asian players coming to European clubs, though there has been some cynicism about the reason. In fact, there isn't an Asian player at Chelsea because we don't believe there is a player available of the quality we need. But when you look at the population figures, you can see that occurring in the next few years.

As for the programs we are putting in place with the AFC, every year the Asian player of the year has the option to come to train at Chelsea. Equally, there has been a "land grab" for Asian fans but there is a difference between connecting with them long-term and attracting them just because you are the new club who has won the Premiership.

It takes time -- and more robust grassroots connection. If anyone says they're going to get rich out of Asian football quickly, they're mistaken. We understand the longevity aspect and we cannot afford to ignore the economic prospect of China. We will also see more and more sponsorship coming out of that market.

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