Chelsea chairman Bruce Buck denies claims they'll begin playing crowd noise through their loud speakers to ramp up the atmosphere at Stamford Bridge.

Chelsea, who sell out regularly, have been discussing how to improve matters at fans forums, which Buck attends, on a regular basis for a long period.

Speaking at an event in London hosted by the Wall Street Journal to explore the global future of sports business, Buck said: "Our manager, for some reason, decided to say at a game a few months ago that he thought the fans were a bit quiet at difficult moments.

"That led us to renew discussions we've had with fans many times over the last decade about improving the atmosphere in the stadium.

"One of the problems that we at Chelsea have is because our stadium is sold out every week and it's difficult to get tickets, it's very difficult for us to encourage younger people to attend the matches because they just can't get tickets.

"So we're looking for… you have to build your fan base for the next decade. And so we're just looking at ways to improve the atmosphere in the stadium and enable younger people to attend matches and it's just a natural progression of things.

"I think every club is looking to improve the matchday experience as we indicated earlier. But we can't have recorded crowd noise, our fans just wouldn't accept that."