Focus: Corporate Responsibility - Side by side

Chelsea Football Club teamed up with the children's cancer charity Clic Sargent in April this year. It is the first partnership with a national charity for the Premiership champions.

SARAH KNEAFSEY, ACCOUNT MANAGER, CLIC SARGENT

Clic had just gone through the merger with Sargent Cancer Care, so it was a good opportunity for us to raise our profile. Chelsea helped us with our first press conference at Stamford Bridge, with the support of Peter Kenyon and Jose Mourinho.

Chelsea has been instrumental in supporting our schools football event, Kick for Clic Sargent. The club was the promotional partner in 2005, when participation increased to 82,000 children from 7,000 the previous year.

Jose Mourinho has been a fantastic ambassador for the partnership. He auctioned his own coat, raising £22,000 for the charity, and made a personal appearance on Sky Sports' Soccer AM to launch the limited edition Jose Mourinho Lucky Coat T-shirts, which raised a further £30,000.

Chelsea also has lots of company contacts, which can be useful for sponsorship.

But it's not just about fundraising - it is wonderful to have Chelsea's support because the club is so high-profile and is doing well at the moment.

SIMON GREENBERG, DIRECTOR OF COMMUNICATIONS, CHELSEA FOOTBALL CLUB

This partnership started in earnest at the beginning of this season.

The connection was my girlfriend, whose cousin Sam was supported by Clic.

When he passed away, the charity raised money to build a house - Sam's House in Bristol.

So we looked into it and decided it would be suitable - we were looking for a children's charity because the players interact very well with kids and I think football and children go well together. We didn't want to go to an established charity that had a big name - the charity had to be relatively young, and Clic Sargent had just resulted from a merger.

We wanted to help whichever charity we partnered with to use our name as leverage to raise its profile.

It benefits us because we believe football clubs, and Chelsea in particular, have a responsibility to help people who are less fortunate than us.

There's obviously a PR benefit for Chelsea to be seen to have a link with a charity. Because we're so high-profile, what we do with that charity becomes a story in itself.

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