Several years before David Beckham gave domestic soccer the buzz it's currently enjoying, several of Europe's biggest clubs identified America as a potential blockbuster market.
The sport was massive with children, but had never translated into the commercial professional sports world, meaning untapped dollars, and Chelsea Football Club hoped to take advantage of the huge potential market.
Strategy
After spending two summers conducting preseason training stateside, Chelsea last summer decided to couple that with a concerted PR push, bringing Hill & Knowlton in ...