By Mark Baber
January 16 – Manchester United has expanded its commerical its links in China with two three-year sponsorship deals with China Construction Bank (CCB) and soft drinks manufacturer Wahaha.
Manchester United has successfully pursued a sales strategy of signing local sponsors and granting exclusivity over the particular product categories within defined country and regional boundaries.
As part of the deal with CCB, the Chinese bank will hold the exclusive rights to produce the official Manchester United branded credit card in mainland China. CCB will market the card to its almost 102 million personal banking customers in mainland China offering a range of United based incentives.
Manchester United estimates it has 300 million fans in China and has made 11 visits to play friendly games.
United’s commercial director Richard Arnold said: “Through our relationship with CCB we hope not only to give fans an excellent product, but also bring them closer to the club they so passionately
support.”
The new three-year deal with Wahaha will see the soft drinks brand become the club’s first official soft drinks partner in China.
Zong Qinghou, Wahaha’s owner and China’s richest man (net worth $15.8 billion), was on hand for the announcement of the deal at the opening of the Qian Jiang New Wahaha European boutique hall.
Zong, who was celebrating Wahaha’s 25th anniversary at the opening of the group’s new shopping mall, just a year after United manager Sir Alex Ferguson celebrated his own 25th anniversary at the helm of the club said,
“The partnership between China’s largest beverage company and the world’s top English football club is an inspiring and huge development for Wahaha. This year is a milestone year for the company.”
Manchester United have recently concluded sponsorship deals in Asia with tyre manufacturer PT Multistrada Arah Sarana in Indonesia and Mr Potato snacks in Malaysia.
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