Champions Chelsea, under attack in the British media and recently dubbed the most hated team in England, are fighting back with a freeze on ticket prices and a suggestion that some of the criticism is motivated by envy.
The London side, bankrolled by billionaire Russian Roman Abramovich, are under fire from the FA for failing to control their players at two games in the last month, and from opponents and pundits who have accused some Chelsea players of diving.
Chelsea, 12 points ahead of second-placed Manchester United and within sight of their second successive Premier League title, say they will challenge the FA charges.
Manager Jose Mourinho, accused by the media of being a bad loser after Champions League defeat by Barcelona, believes Chelsea are treated more harshly than other teams.
Chief executive Peter Kenyon said Chelsea's image could be improved and the club was working hard to do so.
"But we work hard at everything and I have to say there is an element that we are where we are because we are top," Kenyon was quoted as saying on Chelsea's website on Friday.
"I am not being flippant. I guess there are some parallels from Manchester United when I was working there..."
Manchester United defender John O'Shea said this week that Chelsea had replaced his club as "the most hated team in England" and that he wanted the label back because it meant the west London team were successful.
"I think we get some undue criticism," Kenyon said. "I don't think we play bad football, we get good results and it is a competitive environment we are in. We are now being benchmarked against the best in the world in everything we do."
PUBLIC RELATIONS
Chelsea may earn some public relations plaudits after announcing free entry for disabled fans and a freeze on ticket prices, which are among the most expensive in England.
They are also opening more areas to concessionary prices for children and pensioners and bringing in reductions for 16 to 21-year-olds.
Adult non-corporate tickets for league matches at Stamford Bridge cost between 35 pounds ($60.68) and 65 pounds ($112.7).
To earn more respect from neutrals, however, Chelsea will need to play the sparkling football that won them their first title in 50 years last season, rather than the grinding 1-0 FA Cup quarter-final win over Newcastle United on Wednesday.
Chelsea meet Manchester City in the league on Saturday with no injuries but two players, France defender William Gallas and Dutch winger Arjen Robben, are suspended.
The normally mild-mannered Gallas was sent off after a melee at the end of Chelsea's 1-0 loss to Fulham last Sunday. It was only the second league defeat of the season for Mourinho's side.
The Portuguese coach, hailed last term as a breath of fresh air in the English game and praised for his tactical acumen, has found more criticism than plaudits in the media in recent months and has been keeping a low profile recently.
Mourinho has chosen to avoid traditional pre-match news conferences but told the club's website: "We will try to get the three points, because then we can say we are four victories away from being champions."
