Scolari Wants British Fans to Love Chelsea

Luiz Felipe Scolari has distanced himself from the brash arrogance which was a feature of Jose Mourinho's Chelsea and insisted he could make the club "loved" the world over as they attempt to establish themselves on a par with the likes of Manchester United and Real Madrid in world football's hierarchy.

The Brazilian admitted he was taken aback by his club's popularity on their pre-season tour of Asia and Russia, frenzied support which is not seen in Britain where Roman Abramovich's millions have bred resentment. But Scolari intends to change the club's philosophy by moving away from spending lavishly and will not attempt to emulate the hyperbole so often used by Mourinho during his three-year reign at Stamford Bridge.

"I am not Jose Mourinho so why should people compare me with him?" said Scolari. "Mourinho says: 'I will win 10 championships.' I don't say I will win 10 - I say I will try. I am from the south of Brazil and we are different there. We say we will try to win all the competitions we play in but I'll never say I will definitely win this, this or that. Never. I will try. I'm more modest.

"Maybe if Mourinho says he will win and then afterwards he doesn't, that might cause problems because the manager is not playing, it's the players out on the pitch, so if you say that and they make a mistake then you have to say: 'It's their fault. They're the ones who are bad.' I'd never do that. Never. As manager you take on the responsibility.

"I want to make Chelsea loved around the world, like Barcelona and Manchester United. It's a surprise when people say Chelsea are unpopular because, when we went to China, they cried for Chelsea. They loved Chelsea. It's a big surprise people don't like us in England. But Chelsea is a club that is a growing name. Before it was Real Madrid, Barcelona, Manchester United, Milan. Our history is not the same and you can't make history in two, three or even 10 years, but maybe in 20 or 50 years Chelsea will be on that level."