Man City targets Japanese fanbase with mobile deal

Manchester City has hired Tokyo web content specialist MLJ to develop its official Japanese mobile website, in the club’s latest bid to expand its mobile and digital offering to supporters outside the UK.

The club said the deal was the first of its kind targeted specifically at its fanbase in East Asia.

Under the partnership MLJ has exclusive rights to develop Manchester City’s official Japanese mobile website for non-smartphone handheld mobile devices until May 2013.

The website will host daily news content, downloadable team photography, as well as giving City’s Japanese fans access to official MCFC merchandise, memorabilia and match-day tickets.

Ian Cafferky, the club's chief brand and commercial officer, said: “We’re extremely excited to be entering in to the Asia market with partners MLJ, who already help some of the biggest names in world football reach out to a host of new fans, from across Japan.

“This deal marks another chapter in the club’s digital strategy to engage with our international fan base, bringing supporters as close as possible to the match-day experience, through greater interaction online and on mobile.”

Teruhisa Ade, MLJ's chief executive, said: “We are extremely happy to enter into a partnership with Manchester City who are not only extremely ambitious, but also play in the most competitive professional football league in the world.

"Through this new service, Japanese supporters will be able to experience the club’s success,closer than ever before.”

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