Manchester club kicks up hunt for Asian sponsors

Following the success of the World Cup in Asia in 2002, the club kicked off a roadshow to Hong Kong, China and Korea last month to promote the game and the club as proven marketing vehicles for advertisers. The roadshow is part of a long-term effort to market the brand and secure sponsorship partners. With Nike and Vodafone as primary global sponsors, MUFC is looking to add four more, possibly Asian, brands to its line-up. The club sees interest in securing Asian sponsors as a trend among English Premier League clubs. "We want to tap into the passion for football which is as strong in Asia as anywhere in the UK," said Andy Anson, commercial director of MUFC. The club, which estimates it has about 40 million Asian fans, will also invest in research over the coming months to better understand the Asian 15- to 34-year-old male target demographic. MUFC believes that its key differentiating factor from other football club brands is "that we are not looking for short- term loyalty but a broad and long-term strategy which will help us to stay ahead of the game in Asia".