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Chelsea completes signing of Bollywood actor Arjun Kapoor as brand ambassador in India

Chelsea FC has brought on board Bollywood actor Arjun Kapoor as its brand ambassador for India.

The Premier League club wants the Chelsea fan to lead the club’s India fan engagement initiative in a series of digital talk shows featuring the Blues fans in India called 'Out of the Blue with Arjun Kapoor'.

Kapoor will also be heavily featured across Chelsea’s social networks and will communicate with fans online and offline.

“India is a very important market for Chelsea FC and the club is currently interacting with the fans by creating regional content, fan stories and features giving a platform to the fans to share their stories, and the "Out of the Blue with Arjun Kapoor" show will help us engage with fans in India,” said Guy Laurence, the chief executive of Chelsea.

Kapoor added: "I have passionately rooted for the club, celebrated the victories and felt the heartbreaks from the losses. Chelsea is in a rebuilding phase and as a fan, I’m privileged that I’m getting to spread the word in India through my knowledge of the club and the game."

"I feel like a child inside and can’t stop smiling. It's like a dream come true to be the brand ambassador of Chelsea FC in India. I'm thrilled that I will be hosting the club’s exclusively crafted campaign Out Of the Blue, intended to bring the Indian fans closer to the club."

English clubs have worked to grow closer to their Asian fans in recent times. Manchester United will open three new experience and entertainment centres in China by 2020 to tap into its Chinese fanbase, while Tottenham Hotspurs has created activations with its Hong Kong-based sponsor AIA in Singapore.

However, Manchester City was criticised by its Chinese fans for being aloof and disrespectful during the club's pre-season tour in the country.

Featured by The Drum

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