非常长的一篇访谈，不愿意看长文的同学可以回避。
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A whole new ball game for the sage of Stamford Bridge5 l9 i9 W3 _# d
肯扬专访：斯坦福桥智者的新战场9 R. \+ h9 Y% a: S8 y! Y& [
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3 H. \! Y' ^& K& \; e3 J新闻来源：http://football.guardian.co.uk/News_Story/0,,1989788,00.html, s- x8 w( d- N2 |
新闻翻译：fall_ark; j# y: c5 C9 C
版权声名：切尔西中文网(http://www.chelseafc.net.cn/ )1 x0 @$ h; u4 _' N( x4 x' @, m+ v
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Peter Kenyon, the marketing wizard who turned Manchester United into a massive commercial success, is trying hard to repeat that achievement at Chelsea. Richard Wachman meets the 'class act executive' trying to break the Blues in China and the US , T& u( N: p& J
彼特·肯扬，这个曾妙手点化曼联巨大商业成就的市场魔术师，正竭力试图在切尔西让这一历史重演。以下是本报记者Richard Wachman对这名忙于把蓝军推向中国与美国市场的“卓越执行官”的采访。
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Sunday January 14, 2007& H: X! ]% c7 B( R4 f* S
The Observer
/ e4 v+ M9 E& J& T/ Q* k, \8 E% W2007年1月14日《观察者周报》% r1 `: o2 a/ J" }
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China is potentially the biggest market in the world for eagle-eyed businesses and football is no exception. So it should come as no surprise that Peter Kenyon, Chelsea's chief executive, spent last week selling the club in Beijing with the launch of a Mandarin-language website in partnership with China's biggest portal, Sina.* X1 W7 V6 J3 k1 K
'It's another way of driving revenue,' he says. This venture will bring in cash via advertising and subscriptions and within a year or so, it will turn a profit.'
) ~! X3 s( P4 D L对于任何眼光锐利的商人而言，中国无疑是如今世界上潜力最大的一个市场，对足球来说也不例外。因此，携手中国最大的门户网站新浪网建立了中文官方网站的切尔西俱乐部的首席执行官彼特·肯扬，于上周前往北京推销球队的行动也就不难理解了。4 x4 O$ \* u% _, I- U
“这是提高收入的另一种方式。”肯扬说，“这一风险投资将通过广告与（商品）订购等多种途径为我们带来收入，差不多一年之后就会成为盈利。”' Y- F2 N* e6 e- G& P
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Kenyon, 53, knows a thing or two about marketing: in truth, it's his forte. In the 1990s, he transformed Umbro from a small family-run sports company into an international Goliath after spotting the potential for focusing on the emerging giants of European football. While at the helm at Manchester United, he pulled off lucrative sponsorship deals with Vodafone and Nike and turned it into the most profitable club in the world.! \) f! O3 h8 a$ n5 t
A friend says: 'Kenyon is a marketeer and class-act executive who loves football; he is not a football nut trying to get his head around the numbers.'
8 c& J: N5 a/ U6 U: \+ h) @年已53岁的肯扬精通市场营销——不如说他是这一行里最擅长的。在90年代意识到全力扶持逐渐成型的欧洲足球豪门的巨大潜力后，他成功地把当时还只是一个小型家族企业的体育厂商恩宝建成了国际性商业巨擘。在掌舵曼联时期，他连续为俱乐部赢得沃达丰手机与耐克公司丰厚的赞助合同，而使曼联成为当时世界上收入利润最高的俱乐部。
2 s7 }* U. C3 A" e) a肯扬的一个朋友如此评价：“他是一个市场商人，一个热爱足球的卓越管理人员；他可不是一个容易被数字搞昏头脑的普通球迷！”# m% y1 S6 ^ N# m, ^; C
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Nothing less would do, as competition among the top clubs has never been more intense.( e: C Q2 U; t5 n
再贴切不过了——而顶尖俱乐部之间的较量也从未如此激烈过。, X U4 p0 h; ~
7 G% l9 z0 Q2 M3 MKenyon's China trip saw the trumpeting of a new Chelsea branded website with the potential to reach 100 million people in two or three years as broadband - like everything else in China - expands at breakneck speed.
! `) L' ]1 Y- [- R肯扬的中国之行见证了一个崭新的印着切尔西商标的网站的建成，只需两到三年这一网站就能成为可能影响到一亿人的大品牌——就像中国的一切一样，以一个高得几乎危险的速度发展。$ G9 E2 s: ~$ B" t. ^6 B4 H
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Kenyon says: 'China is buzzing, the economy is growing by 10 per cent a year - it is difficult to overstate the opportunities for sponsorship and generating income by tapping into Asia's appetite for branded consumer goods.'3 S0 b0 l) j4 T$ Y' p$ Z, A' h- r
肯扬说道：“中国正热闹非凡，经济每年以10个百分点的速度增长（老兄，哪有这么高呀……），靠吸引亚洲人民的关注来为消费品牌在这里获得赞助与创造收入，这样的机遇之多，怎么说都不过分。”
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While Kenyon talks business from a plush hotel in the centre of the Chinese capital, tongues wag at home about David Beckham's move from Real Madrid to the US to become America's best paid sportsman. As for Chelsea, the news is bad. Questions are being asked about the future of Jose Mourinho after the Premier League champions were held to a 1-1 draw at Wycombe Wanderers in the first leg of their Carling Cup semi-final.. q, ^4 W. v+ K* Q8 h
当肯扬在北京市中心的一家豪华宾馆中敲定他的生意时，英国的人们正在孜孜不倦地谈着贝克汉姆要离开皇马去美国做收入最高的运动员的新闻。对切尔西而言，却有了不好的消息。在英超卫冕冠军在联赛杯半决赛中被维康比队1-1逼平之后，人们争相询问穆里尼奥的未来会是在何处。
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# h$ U% A: d- B3 A: \$ Z! L& oChelsea are having a rough time. As recently as last season, it looked as if arch-enemy Manchester United was on the verge of collapse as the blues took the Premiership title for the second year running. Now Chelsea are six points behind United, after being plagued by injuries and suspensions, and stories abound that Mourinho is on his way out after clashing with the board over the make-up of the team.& d3 @* a& U2 D( o/ i1 D0 J: q
切尔西正步履蹒跚，上赛季的这个时候，他们最大的敌人曼联似乎已处于崩溃的边缘、蓝军则大踏步地走向自己连续第二个英超冠军。如今伤病与禁赛缠身的切尔西六分落后于曼联，而关于穆里尼奥在和俱乐部高层在球队人员构成上产生冲突后即将离开斯坦福桥的传言也随之四起。* U3 m: K n5 S. B1 |8 g+ _
, F) D' d9 K% G( r1 e3 n/ d+ k" P4 KBut Kenyon dismisses such talk, describing the club's Portuguese coach as 'an excellent manager, absolutely world class, no question of it'.
! U. c! j+ J3 _+ Z, V- {# V s+ ]% l肯扬消除了这些疑虑，他将这名葡萄牙教练称作是“杰出的主教练，毫无疑问的世界级。”
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Kenyon may be a first-rate businessman and marketing genius, but the bottom line is that if Chelsea cannot cut it on the field, all bets are off. But Kenyon almost sneers at any suggestion that Chelsea are floundering: 'We have won the league twice and this season is far from over; we are in the European championship, which means extra revenue, and we are in the Carling semi-final. I would say that is pretty impressive, wouldn't you?'2 @1 o% F* o; N1 h1 y1 n
肯扬或许是个一流的商人和市场营销天才，但假如切尔西不能在球场上拿出成绩的话，那么所有的努力都将化为乌有。但肯扬几乎嘲笑着看待那些说球队处于困难中的说法：“我们联赛夺冠两次，而这个赛季结束还早；我们还要踢欧冠——那可是大笔收入——我们也进入联赛杯的四强。我觉得这样的进展已经很出色了，难道你不这样想？”
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2 }- t% [% F ]So why are Chelsea getting such an uncomfortable ride in the sports pages of so many newspapers? Kenyon has the answer: 'We are a high-profile club with a high-profile owner, so there is always a lot of chatter.'
F1 |# T- N1 b2 B3 q那为什么切尔西会在这么多报刊的体育专栏中遭遇如此多糟糕的负面传闻呢？肯扬有他的答案：“我们的俱乐部名声在外，拥有者也是舆论的焦点，因此总有许多闲言碎语，这再正常不过了。”
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Sure, Roman Abramovich, the Russian oligarch who splashed out ￡150m for Chelsea in 2003 is big news; even more so after spending nearly ￡400m on new players to propel Chelsea back to the centre stage of British football after a 30-year lull in their fortunes. But what Kenyon doesn't mention is that some of the publicity flows from his own ambitious statements about how Chelsea could be bigger than Manchester United - bigger than any club in the world, in fact - by 2010. Critics say he is in danger of being hoist with his own petard. But could Chelsea really outstrip United, which has 55 million fans worldwide and made a profit last year of around ￡50m, while the London club clocked up a loss of ￡140m after all those expensive player transfers?
) E: N7 O# q+ e5 p诚然，在2003年一掷1.5亿英镑收购切尔西的俄罗斯寡头罗曼·阿布拉莫维奇从不缺乏新闻；而为曾长达三十年受困于资金不足的切尔西购买新球员以铸就其在不列颠的霸业而投下的前后近四亿英镑，更是吸引了几乎所有人的眼球。肯扬忘记提到的是，当他野心勃勃地为切尔西制订在2014年（注：原文有错）超越曼联——成为世界上影响力最大的俱乐部——的计划时，他本人也吸引了足够多的公众关注。有批评者认为他的话无疑是作茧自缚，但不管如何，切尔西是否能有一天超越在全球范围拥有五千五百万球迷、去年获得五千万英镑收益的曼彻斯特联队？在这支伦敦俱乐部为那些昂贵的转会费埋单、去年损失达1.4亿英镑的时候？7 [0 t( [* y- R, X) u$ {6 |
7 b" z. c( }1 W6 Z3 ]+ d9 Q' m+ kAccording to the club's market research, Chelsea is already taking giant strides: domestic fans have more than doubled to 4 million since Abramovich arrived on the scene and the club's international fan base is now 20 million.! m6 @$ g! l. X; }' R
根据俱乐部的市场调查数据，切尔西的商业成绩已在大步攀升：自阿布入主以来国内球迷的数量达到了四百万，整整翻了一倍还多，而国外球迷的数量如今已是两千万以上。
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2 b% P( t7 w$ {+ v, X6 [7 i3 X, HKenyon forecasts that the club will be profitable by 2010. 'Don't forget there are so many media outlets these days; promoting a brand around the globe won't take as long as people think.6 k. j3 p* E( [: a
肯扬预计俱乐部将在2010年达到收支平衡，“别忘了现在的媒体出口（途径）这么多，在全球范围推销一个品牌所花的时间会比人们预想的要短。”+ C4 y8 r; t! O. e! j
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'The first step was to build a top-flight team and we have already achieved a large measure of success, although we have to be consistent.'
4 Z* S) o' F8 q/ c5 O/ x“第一步是要建成一支一流的球队，而我们已获得了很大的成功，当然，我们必须保持下去。”
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' k. e! l& {7 j0 {But are Chelsea consistent?5 q) g8 d. j4 b6 s
但切尔西的成功能否持久？
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'Consistent enough, our achievements up to now speak for themselves. But we have a 10-year plan and we are three years through it. Sure, we have to perform on the pitch, but we are also building a brand.'4 Z2 Q% O/ E1 S- v Q( E
“足够持久，我们至今的成绩不言而喻。在十年计划中我们已顺利度过了三年，当然我们需要在场上表现得出色，但我们也正在创建一个品牌。”
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Brand building is no easy task, but the interesting part of what Kenyon and his management team are doing is the way they are positioning Chelsea. The emphasis is on London: young, swinging, vibrant, prosperous, successful London. London as the unique selling point of the British Isles. Identify Chelsea with London, and London with Britain, and you might, if you are lucky, have a brand to die for. And Kenyon knows it. He played the London card by prominently supporting the capital's bid for the 2012 Olympics. And the payback? The Chinese Olympic team are expected to use Chelsea's stadium for training during the games in five years time; how will that wash with Arsenal, whose spanking new stadium is a few miles away?
- _" `9 x! c" u" U/ \7 Q! z5 u打出品牌可不是容易事，有趣的是肯扬和他的管理团队在推广这一品牌时给切尔西的定位——关键点是“伦敦”：年轻、优秀、充满活力、繁荣而成功的伦敦。伦敦是不列颠群岛独一无二的卖点，将切尔西等同于伦敦，而伦敦又等同于英国，而假如再加上一点运气，你便拥有了一个足以让人一生追随的品牌。肯扬清楚地知道这一点，他让俱乐部以鲜明的姿态支持首都的2012年申奥工作、大打伦敦牌，而回报呢？中国国奥队将在五年后的奥运会上使用切尔西的球场进行赛间训练，对于在几英里之外拥有一座崭新球场的阿森纳而言，不知他们心情如何？
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?, _3 ?5 Y. bDuring Kenyon's tenure at United, the club matched triumph on the field with astonishing commercial success.2 u4 s1 A- g( e) ?( H# n' R
肯扬在曼联的任期之内，俱乐部的商业成就如同球队在球场上的表现一样节节攀升。/ q! h& i `1 a( D9 C) ?8 M+ Y
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Of course, the financial discipline of being quoted on the London Stock Exchange helped to focus minds. But Kenyon and the late Roland Smith, who was chairman, built a dynamic, commercially driven organisation that became the first football club to earn revenues of over ￡100m.
3 \7 ?9 ~* F" H' ^- z( f, B当然，进军伦敦证券交易所而需遵守的那些财政纪律帮助他们更加专心致志，但肯扬与已故的前俱乐部主席罗兰德·史密斯打造了一个充满活力的、商业驱动的团队，使其成为世界上第一支年收入超过一亿英镑的足球俱乐部。5 [- Y; l( t4 I# V# G
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Kenyon says Smith, a former head of British Aerospace, was his mentor: 'He was fabulously knowledgeable and had great stature. He was the man who took football into business. Roland was an experienced businessman but had great empathy with the fans. And he saw the importance of Alex Ferguson as manager. He could sit back and view the whole picture.'
- n4 J k! p2 T& A/ ~肯扬把曾任英国宇航公司老板的史密斯称作是自己的导师：“他才华横溢、高瞻远瞩，是他把足球带进了商业世界。罗兰德是个经验丰富的商人，但和球迷们也有着很深的共鸣。他也一直认识到弗格森作为主教练的重要性，他有综观全局的睿智与魄力。”
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# z5 o4 B& K- E$ m0 ?9 p- q& OKenyon is trying to repeat at Chelsea what he and Smith did at United. His language is that of the businessman, not the football enthusiast. Some of his utterances are predictable: 'We are well positioned to tap into the international global marketplace; first we have built the team, but we also have to establish structures.'
; ?7 x1 k3 V: c* s) i肯扬正在切尔西努力复制他与史密斯在曼联的成功模式。他以商人的语言而不是一个足球狂热者的语言来说话，因此他的发言中有不少成章旧句也就毫不奇怪了——“我们正处于进入国际性全球市场的良好位置，坚实的第一步是我们构建了一支成功的球队，而接下来就要构建全局了。” L5 Z/ J$ ]7 X% @0 _
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But if you look beyond the spin, Chelsea's corporate and marketing vision is taking shape. Apart from China, where Kenyon says they 'have been talking to a number of potential partners', there is America, where the club has linked up with AEG, which runs various stadiums and four football clubs. Under the US deal, Chelsea will play an American team in Chicago this summer. And perhaps next year, there will be games in LA and New York.
3 F( K, E0 u% N) u7 P" P9 p4 {6 ~0 j而假如越过眼前的纷扰展望未来，你会看见切尔西的合作与营销前景已渐渐成形。除了肯扬说“已与多个潜在的合作伙伴进行讨论”的中国，还有与俱乐部建立关系的AEG体育娱乐集团——这一集团运营着许多体育场和四个足球俱乐部（小帖士：美国AEG是世界上拥有运动队及举办赛事数量最多的体育集团）——所在的美国。根据和美方的合同，切尔西将在今年夏天于芝加哥和一支美国球队进行一场友谊赛，而明年的比赛可能将是在洛杉矶和纽约。7 k# M+ C/ R7 ?" m4 n# e5 l/ z
2 U7 e0 J; i" r; WBut it is what Kenyon has done in this country that is most illustrative of Chelsea's aspirations. There is the Big Blue radio station and a dedicated television channel; the website and TV stations are owned by a subsidiary in which BSkyB has a 20 per cent stake. Kenyon has hired a brand design company, Blue Dog, to fine-tune the Chelsea logo and design new badges. But his two biggest deals have been kit sponsorship with Samsung worth ￡11m a year and a tie-up with Adidas that analysts reckon brings in ￡13m annually.
; Y* R# q$ s# t+ R6 \' C8 `4 {然而最能体现切尔西野望的是肯扬在国内所下的工夫。新的Big Blue广播台和一个专门的电视频道，而网站和电视台则隶属于一个天空体育控股20%的子公司。肯扬请了一个名叫Blue Dog的品牌设计公司来进一步优化切尔西的商标与设计新队徽。但最重要的两笔生意还是与三星每年一千一百万英镑的球衣赞助和与阿迪达斯的强强联合——分析人士相信每年的合同总额达到一千三百万英镑。
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One conundrum is how to get more people through the turnstiles - Stamford Bridge can only squeeze in 42,000, against 60,000 for the new Emirates stadium at Arsenal, or 75,000 at Old Trafford.9 l8 C' F9 }; N# w, o# p
一个棘手的问题是如何增加更多的到场观众——斯坦福桥再怎么扩建也只能有42,000多人，而阿森纳的酋长体育场容量达到60,000，更别提老特拉福德的75,000人。! ?0 v$ u( e$ v. p: O
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Kenyon says: 'It's a problem because there are not many spare 20-acre sites in Chelsea or Fulham and we don't want to move outside the area. But ideally, I would like capacity of around 60,000.'$ t% S( e; W4 {' o& N7 Q
肯扬说：“这很令人头痛，因为切尔西区和富勒姆区已经很难找到一块20亩的可用土地（小帖士：六万人的体育场占地至少需20亩，而斯坦福桥占地约为13亩），而我们不想搬出这块地方。但我仍然希望球场能有60,000左右的容量。”
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9 D: s* `/ |& A: t& G: eWith Abramovich's billions, Chelsea have bought success by throwing money at star international players. But Kenyon admits cash cannot, by itself, guarantee a winning line-up on or off the field, although 'you need sizable reserves at the top of the game. After that, it's about picking the right team, putting people in the right place throughout the organisation, and running a business where you are learning new things all the time.'
0 k6 @9 G9 j& K4 e9 H0 _1 f' p靠着阿布那几乎无尽的财富，切尔西靠砸钱买下国际级球星买到了成功。但肯扬说，金钱本身不能保证球队在场上或场下取得成功，虽然他承认“要想胜出你必须有一个竞争力够强的团队，但拥有球员之后，重要的是排出正确的阵容、安排团队中每个人各尽其能，以及在前进的途中不断面临全新的挑战。”8 T$ F; X9 }8 h& q' D7 ?& X, N
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Kenyon describes Abramovich as 'very supportive'. But does he get embroiled in the day-to-day running of the club, ringing up with his views on matches?
- @ @9 W8 F. _" `2 R- |肯扬描述阿布“非常支持工作”。但他是否参与俱乐部的日常运做，是否通过电话发表他关于比赛和打法的见解呢？( ?! M/ s. Q$ e$ |8 D4 N$ b3 k
3 ]9 Q8 a, \% I6 r- @" g'No not at all, he has two representatives on the board; he gets involved with major business decisions, not the daily stuff. But we have a vision, a dream and he is very much part of it, as you would expect. I don't think I can go further than that.'* @' x9 t' N) w$ W# D' u
“不，完全不是那样。他由两名代表来出席会议；他会参与一些重大的（经济）决策，但不参与日常工作。——我们有对于未来的展望、对未来的愿望，而就想所有人能猜到的，他是其中不可缺少的一部分。我想此外我不能再多说什么了。”- {" i, d0 o* u6 N: o P
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附录：
2 Y6 a- H# |( u+ L5 v. [Kenyon's world- z) ]4 q% R' a6 x3 j
肯扬的世界
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Controversies Ranieri's sacking before the arrival of Mourinho; alleged clandestine meetings with Ashley Cole and Sven-Goran Eriksson5 O& X5 s3 }: j7 G4 A9 p
争议——在穆里尼奥到来之前解雇拉涅利；所谓与阿·科尔与埃里克松的“秘密接触”。+ h9 q: V7 K1 h
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Critics worry he is too trigger-happy when it comes to hiring new talent, and has a tendency to overpay: the club lost ￡140m last year
% v* g6 N2 n6 C4 \* G/ d1 E! H7 N批评者——担心他在买进新球员时过于盲目并爱花冤枉钱：俱乐部去年损失了1.4亿英镑。; Q8 L8 V& Q( r3 E- \
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Proponents counter that he is a marketeer par excellence and knows more than anyone else how to run a football club
) f) @% k% l+ Y2 X支持者——反驳道他是一个优秀的市场营销专家并比任何人都够格管理一个足球俱乐部。
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) _; N4 j Y* G5 IWhat he says 'It would be unjust to the players and Mourinho to say we won on the back of money. Every result they have got, they earned.'! ^) g" t4 [5 D. ?: A7 K
而他自己说——“说这些球员们和穆里尼奥只是靠着钱才得到如此多成就是很不公平的。他们所取得的每一场胜利、每一项成就，都是他们凭自己的努力赢得的。”
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On Jose Mourinho: 'World class, no question of it.'7 G6 ?5 d# a9 L7 o( a+ N
谈穆里尼奥：“毫无疑问的世界级。”7 V" i9 `7 B2 x, \0 I: \, [+ u0 {4 X; w
( O& Z% h/ T) n$ u4 |' d1 TOn money: 'We will be profitable by 2010.'3 Q) i1 j, e) s h3 v
谈金钱：“我们将在2010年实现盈利。”) B" |. J) w& z
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On China: 'It's buzzing. It's a market where we have to be.'
- @6 X2 J) R1 @1 M2 c* i谈中国：“热闹非凡，这样的一个市场我们怎能不去？”* i; F0 H1 `/ J1 a! c' }4 K( ?! P
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On Roman Abramovich: 'Very supportive, gets involved in the big business decisions.'
& ? x& b, g' o谈阿布：“非常支持工作，参与重大的（经济）决策。”
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Achievements Established marketing and sporting links with organisations in the US and Asia; developed a relationship with BSkyB via a digital media joint venture9 \+ N( H2 x' _) r1 N8 ^
成就：在美国与亚洲建立了体育与营销关系；通过合作投资数码媒体发展了与天空电视台的关系。
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: V! V+ m( i+ p7 u N& c( l4 }Ambition To build Chelsea into the biggest club in the world by 2014
# c8 h4 C4 K/ U5 n5 y& |& e目标：在2014年把切尔西建成世界上最大的俱乐部。
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履历
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Born Stalybridge, Manchester, November 19530 ]2 ?% _- `) T! b, t. W2 P
1953年11月出生于曼彻斯特的Stalybridge5 D0 d; S) H9 t- [
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Education West Hill School, Manchester5 Z+ @ W& v7 M. X
毕业于曼彻斯特西丘大学
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7 L4 V, ~' z! h- k+ qCareer Trained as an accountant and then taken on by cigarette maker Gallaher, where he moved into management. Became chief executive at Umbro, then deputy chief executive and chief executive at Manchester United, 1997-2004; now chief executive at Chelsea.
( S4 ?+ b. Q# x+ J! ?& _6 l职业：以会计身份被加拉赫烟草公司选中，逐渐步入管理层。在恩宝任首席执行官，1997至2004年在曼联历任代理首席执行官与首席执行官；现在是切尔西的首席执行官。: u6 z6 v( T/ m6 C; F+ o2 M6 o
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Salary Estimated at ￡3.5m3 Q# D; c7 ~& B( f5 X+ Z" {
工资估计：年薪三百五十万英镑
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Marital status Married, four children( u. r3 |/ V0 l( {
家庭状况：已婚，有四个孩子
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Homes Cheshire and Chelsea
) i. @8 C! Z% }& ^! P% o/ o住宅：柴郡和切尔西* n0 |+ W2 u" n6 ?
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Interests (besides football) Skiing, running and shooting
m& }, ~/ H0 `$ P+ c# H爱好（足球除外）：滑雪，跑步，射击。
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[ 本帖最后由 水之哀伤 于 2007-1-16 21:37 编辑 ] |
发表于 2007-1-15 23:45
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