Chelsea's crop of exciting young players is helping repair the club's damaged image, says the club's chief executive Ron Gourlay.
The Champions League winner has struggled to win friends during public disputes fueled by racism allegations, while talismanic captain John Terry and big-spending owner Roman Abramovich have long been polarizing personalities in English football.
Now, the widely admired talent of Juan Mata, Eden Hazard and Oscar is shifting people's perception.
''That's where we want to be,'' Gourlay told The Associated Press in an interview on Monday. ''I think people like the way they are seeing Chelsea play football now, and that's very important because it portrays itself as the image of the club.
''We are in a very, very strong place,'' the chief executive said on the sidelines of the Chelsea-backed International Football Arena conference in Zurich.
The popularity Chelsea enjoys in Asia and the United States is elusive at home since Abramovich bought the Stamfor...