Making inroads into the huge and growing Chinese market has been seen as the next target for leading Premiership clubs who see themselves as global brands. Manchester United has taken an important step in that direction by signing up its first Chinese sponsors.
Making inroads into the huge and growing Chinese market has been seen as the next target for leading Premiership clubs who see themselves as global brands. Manchester United has taken an important step in that direction by signing up its first Chinese sponsors.
The club has signed up soft drinks manufacturer Wahaha and China Construction Bank on three year contracts. Wahaha will be United’s official soft drinks partner in China. United’s branded credit card for China will be produced by China Construction Bank and marketed to its 102m personal banking customers.
Although these deals are not likely to be huge in financial terms, they have a symbolic significance and may be followed by others. They will contribute to what are expected to be full year revenues of £350m-£360m. The club signed 10 commercial deals in the three months to 30 September, pushing up commercial income by nearly a quarter to £43m.The more income that can be generated, the better the club’s position under financial fair play rules.