Chelsea target 120 million Chinese internet users

January 10, 2007 at 4:53 pm Leave a comment

James (MindShare regional team, Singapore) writes:

As a lifelong Manchester United fan, I really don’t like writing about the arch enemy – Chelsea (hence the choice of photo above after their tragic loss to Liverpool in last year’s Charity Shield).

But this BBC news item really did deserve a mention. Unlike previous club marketing strategies in China, Chelsea have decided to go directly online, with a Mandarin site and tie-up with

Instead of opening their own outlets, Chelsea – which are neck and neck with Manchester United in terms of popularity, according to market research surveys – will focus their efforts on the internet, grassroots support and cooperation with the national football association.

 Their new website partner, Sina, is the most powerful force in the Chinese internet, which has more than 120 million users. Sina will translate material from Chelsea’s English website and add comment from a local perspective in return for a share of revenues from advertising, sponsorship, online sales and membership subscriptions. Within a year, it is expected to turn in a profit.

It sounds like a smart business move. But surely Chinese fans won’t be fooled into supporting the bad guys, right J

Entry filed under: china, content, digital, sports.

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