Daley maps out Man U Asian brand plan

HONG KONG - Manchester United is aiming to aggressively expand its marketing capabilities in Asia, with commercial director Lee Daley revealing that digital media will form a key component of its efforts to build a more enduring brand.

Daley, speaking to Media while accompanying the club’s ongoing Asian tour, pointed out that, currently, the club only had one representative in Asia - Hong Kong-based marketing manager Rob James.

In addition to expanding its capabilities in the key markets of Korea, Japan, China, Malaysia and Singapore, Daley pointed out that online and mobile media would be used extensively to enable the club to leverage its 50 million fans in Asia.

Daley’s comments come after the club unveiled new local-language Man Utd websites in Korea, Japan and China.