2010–11 Chelsea F.C. season to lead his side into a 1–0 triumph over the defending champions. Chelsea were leading the Premier League table for almost half a season, before Manchester United overtook them when Chelsea went through a bad period during the winter saga. Altogether in the Premier League, Chelsea won 21 games, drew 8 and lost 9. They conceded the fewest goals compared to all the other clubs in the league, sharing this with Manchester City. In January 2011, on the last day of the transfer window, Chelsea bought Fernando Torres for a club-record-breaking and British-record-breaking fee of £50 million from Liverpool. They
Ethnicity and football this league to achieve fame, money and satisfaction of reaching a defining peak in football excellence. Sales and revenue through advertising and technology have been determining factors in the commercialisation of football which has resulted in the globalisation of the sport. The main reason for sport organisations adopting the business model is to ensure their financial sustainability for the future. In order to gain a larger market share of audiences, well known football players from different countries who have loyal local fans are recruited. An example of this is Liverpool Football Club in the Premier League recruiting Fernando Torres from