Fans of Chelsea football club, this year's Premiership winners, can buy virtually any merchandise under the team brand, from cufflinks to credit cards. But now die-hard fans can add a new item to their list - a broadband internet connection custom made for them.

Chelsea broadband, the latest entry into the increasingly competitive UK internet market, is a joint offering from the football club and Viatel, a UK-based telecommunications company. The package includes a two-megabyte connection speed, unlimited downloads and a year's free subscription to Chelsea TV online.