Chelsea have hired an agency to market stars such as Fernando Torres in China.
ECN Management, a UK-based sports marketing agency, will work on behalf of the club in China and other countries. Chelsea own the image rights to 19 players including Spain striker Torres and fellow new signing David Luiz.
"ECN Management will be looking to help partner them with local brands, as part of their own ambassadorial programmes," the company said in a statement.
Chelsea chief executive Ron Gourlay said: "We hope to work closely to build on our players' image and reputation in China."
ECN say Chelsea have particular global appeal with players from three continents and 11 countries including three current national team captains in the squad.