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Peter Kenyon said yesterday that Chelsea’s summer transfer business will be concluded once Robinho completes his move from Real Madrid, a signing that the chief executive believes will show that the club are poised to reach a new level under the management of Luiz Felipe Scolari.

Chelsea’s previous big-name buys from Europe’s powerhouse clubs in the Roman Abramovich era have been in or about to enter their thirties, but the Brazil forward is only 24. He is expected to cost about £29 million once the protracted negotiations are finally over but Kenyon is confident that the deal will go through shortly. As well as enhancing the team, Chelsea’s ability to attract Robinho underlines their growing status.

“This is a different signing, that’s why it has taken so long,” Kenyon said, speaking to mark the release of the club’s second Corporate Social Responsibility report on their community activities. “I think he comes with real desire and wants to be recognised as one of the best players in the world. I know everyone does, but Robinho is different to what we have had.

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“We are gaining respect every year and the rest of Europe sees us as a real club. A lot of that has been behind-the-scenes work, we’re very influential in European football. If you look at where we were five years ago to where we are, it has been a meteoric rise. It is about growing up and, ultimately, you win the Champions League and that cements your position.”

Kenyon said that the presence of Scolari, the former Brazil and Portugal coach, was key to attracting Robinho. “He’s absolutely committed to wanting to come,” he said. “He’s the right age and he’s come from Madrid so he understands what big-club football is all about.”

Scolari said: “He’s a very good player because of his unpredictable style. If you expect something, he can change in a second. He’s different.”

Purchasing Robinho and Deco, the Portugal midfield player who signed from Barcelona this summer, will mean the attainment of Chelsea’s targets. Kenyon said that when he discussed transfers with Scolari, “he came up with two names — one was Deco and one was Robinho. What we’re doing is supporting Scolari, how he wants to change and move the style a bit to take us to the next level.”

Avram Grant, Scolari’s predecessor, was criticised for lacking authority, but no one would level that accusation at the Brazilian. “He is doing a great job for us,” Kenyon said. “One of his big skills is that he’s forever dealt with big players. I don’t think big players faze him because, to him, everybody is a big player and he’s always worked with them.

“We’ve got 14 different nationalities at Chelsea, so there is a different dimension to it. He’s fitted in and it feels he’s been here for ever.”

The same could not be said of Andriy Shevchenko. The striker has rejoined Milan on a season-long loan, with the Italian club paying all his wages. Nine league goals in two seasons seems a poor return on his £30 million transfer fee. Kenyon maintains, however, that Chelsea received value for money from Shevchenko. “Yes, I do \,” he said. “You have to look at these things pragmatically, sometimes these things don’t work as well as you want them to. Remember, we got Deco for £8 million and that looks to be the buy of the season. You have to counter these things and we are happy with where we are.”

The arrival of Robinho would push Shaun Wright-Phillips even farther down the pecking order but yesterday his agent said that the winger does not want to join Manchester City or Everton.

Chelsea’s Corporate Social Responsibility report on community activities can be downloaded from chelseafc.com