July 28 – Arsenal have extended their partnership with China-based technology provider BNN Technology through to the end of the 2019/20 season.
Central to the promotional aspect around the deal is the expansion of the ‘Coaching the Coaches’ programme which attracted huge interest last season and which will see an extra 750 coaches trained by qualified Arsenal coaches in the new season.
BNN is the exclusive partner of the scheme which will operate via a total of three five-day camps, hosting up to 50 new coaches on each day.
The expansion of the programme follows on from a successful online registration programme in the first half of 2017 that saw more than 100,000 football fans register with BNN’s Arsenal site for competitions, content and to vote for nominees seeking selection for the training camps.
This generated additional consumer data prompting BNN to run an online store through Alibaba-owned marketplace Tmall – China largest e-tailer with more than 50% of the Chinese market.
The partnership is driven by exclusive Arsenal content that attracts users to register for its site and apps. The expanded deal will increase the opportunities for Chinese fans to win fully paid VIP trips to watch Arsenal play at the club’s Emirates Stadium in London, as well as exclusive merchandise.
Darren Mercer, Chief Executive of BNN Technology, said: “We are to delighted to now become Arsenal’s exclusive ‘Coaching the Coaches’ partner in China, further expanding our relationship with one of Europe’s most successful clubs. This development will accelerate our activities supporting China’s football ambitions, while also delivering first class content to our online channels and gaining further high quality data to utilise across our other sales platforms.
“The success of the coaching programme to date has exceeded all our expectations and we remain committed to football as a driver of social engagement in China that will also strengthen the base of our consumer focused operations such as our new student platform.”
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