Project outline: John Brown has re-launched Chelsea Football Club’s junior magazine, Bridge Kids. Aimed at pre-teen, its packed with content on the club and its players, including interviews, facts, puzzles and a comic mascot Stamford the Lion. The magazine programme is also backed up by a new website created by John Brown. The website is based on the concept of collectible sticker albums allows the young fans to collect a series of cards about Chelsea, its players both current and historical, and the game itself. Some will be video-based so that it’s educational as well as entertaining. The online album will also include news, fixtures, competitions, games and downloads, plus information on technique, nutrition and exercise, tying it in with the club’s Academy training programme.

Distribution and frequency: Bridge Kids had a circulation of 25,000 and is mailed out quarterly to all Junior True Blue Members, is distributed via the newsstand and polybagged with the mail supporters’ magazine.