It used to be that Jose Mourinho and Chelsea Football Club could enjoy certain degree of anonymity when coming to the States, but that would appear to be no longer, Mourinho laments. “This is the third season we have been here and things are changing,” he said. “One of the arguments — that you feel better here than in Europe because here you feel better socially and can live a different way — is over. I see now that people know us.” That means that Chelsea’s global marketing push is working, the club is expected to perform well when it comes to the States, even though the game means absolutely nothing to them. Even though the English club’s new stars only had a week to train together, they did not perform well this weekend, nor did it seem as though they were trying their hardest to perform well, either. If the marketing gods at Chelsea have anything to say about it, that will likely change next year. But The Guardian points out that despite the relative indifference with which Chelsea’s global superstars treated Saturday’s MLS All-Star game, the business end of the tour went splendidly. Paul Smith, Chelsea’s business affairs director, knows that The United States is a key growth area for the money-losing club. “If we are going to achieve our target of breaking even, the only solution is to build our business internationally,” he said. Indeed, many in attendance at the Chicago Fire’s Toyota Park were there to see Chelsea play, not the MLS All-Stars. But Smith was particularly pleased with all the media attention the club received for its U.S. tour; the club’s marketing business was done, and ties between MLS media giant Anschutz Entertainment Group (AEG) and Chelsea FC were strengthened further by the news that the firms will partner to build a youth academy in Los Angeles.