|
MUFC gears up its digital offering as part of major Asian drive |
| Print |
|
Email to a friend
|
|
Tuesday, 19 June 2007 |
Man Utd, with an estimated 40m fans across Asia, is relaunching its two year old Chinese web site and launching new Thai and Japanese sites. The club is touring the region during July.
The Chinese website (English language) was launched on 14 July 2005 - www.manunited.com.cn.
Ronaldo and Rooney have recently held online discussions with Chinese football fans through the website….which would suggest language is not top of Utd’s concerns in the region presently.
Utd already has a Thai language site but the two existing and one new site are being totally overhauled to offer substantially more localised content and language.
The significantly increased online presence matches the club’s desire to generate greater Asian revenues.
 Park Ji-Sung
Now with Dong appearing in the Utd first team, Asian soccer business experts believe Utd’s commercial potential in China is set to soar.
"With Manchester United's upfront interest in expanding its brand and commercial ventures into Asia, particularly China, Dong's commercial value to the club would have been assessed and valued as an important factor," said Geoffrey Gold, editor of Asian Football Business Review.
"However, unless a player is acquired at an absurdly cheap price, it is illogical to assume that football potential is not of equal if not more importance to a club requiring football honours to maintain its global status.
"Dong getting a regular game may substantially increase the television viewing audience for Manchester United games in China. If consistent, the larger numbers will increase the club's attractiveness for sponsorship and co-branded commercial ventures. AIG confirmed that it paid a record sponsorship for Manchester United because it could take its insurance brand into China. Tourism Malaysia and Air Asia ditto" he added.
"Brand development is a long-term venture, so as Chinese disposable incomes increase, and piracy in China decreases, Manchester United can expect expediential growth in a wide variety of products."
According to United statistics, the club has some 94m fans worldwide, of whom 20m are in China.
According to data provided by the Chinese Football Association, Chinese football fans number 110 million. United believes the potential for further substantial growth is there.
A campaign focusing on financial services and content is underway.
A possible tie-up with VISA in Japan is apparently on the cards…while other opportunities are thought to lie in content services and media management through local and national TV and radio stations and on and offline publishers.
Web site development is being managed by the club’s in house marketing and digital operations in conjunction with Lightmaker in Manchester and Tunbridge Wells and the IMG Group.
www.lightmaker.com/ Something to add? Then leave a comment below or email us now.
Sponsored links:
|
