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 Sina.com:

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

Advertisements

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

Chinese mobile advertising trends and outlook Two laptops per buyer? Overcoming the digital divide in Thailand

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


the big switch of control – from companies to people

MindShare's unofficial uncorporate Asian blog

asia:media:stuff

How to earn prime-time when you can no longer buy it

Monthly archive


%d bloggers like this: