Commercial: Of Chelsea FC

This was spotting at Kings Cross yesterday.

Bit out of the way for an advert for Chelsea FC, you might think. I mean, it's not going to convince any Gooners on the way back from Emirates to change their minds, is it?

And then the copy. And specifically, the 'prawn sandwiches'.

This, in most football's fans, is not a good reference. Here's what Roy Keane had to say on the matter:

"Sometimes you wonder, do they understand the game of football?" he splutters. "We're 1-0 up, then there are one or two stray passes and they're getting on players' backs. It's just not on. At the end of the day they need to get behind the team. Away from home our fans are fantastic, I'd call them the hardcore fans. But at home they have a few drinks and probably the prawn sandwiches, and they don't realise what's going on out on the pitch. I don't think some of the people who come to Old Trafford can spell 'football', never mind understand it."

So, if I understand this correctly, Chelsea are actively recruiting those fans who aren't that bothered about the game?

Would it be too mean to say, that sounds about right for them?