Robert Sawatzky
Oct 16, 2019

Arsenal hits the pitch with brands in Asia

EXCLUSIVE: Arsenal FC managing director Vinai Venkatesham speaks to Campaign Asia about engaging with Asia's massive fan base and the brands that also want to play ball.

For Arsenal FC, with more Facebook fans in Indonesia than any other country including the UK, Asia is a critical market. It's why the club has invested in a sales office in Singapore and a content hub in Shanghai. 

It's also why its managing director Vinai Venkatesham was recently in Singapore speaking about the importance of key Asian markets, technology and the women's game to football's future. 

"An area that we're continually investing in, in the club, is how we're continuing to grow our digital profile internationally," Venkatesham told Campaign Asia from their Singapore office. 

"When we're talking to commercial partners, of course we can talk about the big numbers of fans and social followers, but we can also evidence that we really understand these fans, so we can put the right offers and promotions in front of the right types of fans that are likely to be attracted to those offers." 

Venkatesham cites a big investment in their CRM capabilities and segmenting their customer base as advantages for existing sponsors in local markets and in attracting new ones like Ganzberg beer in Cambodia last month (photo below).  But he also claims that the Arsenal's heritage, fan base and the strength of its women's team are what sets it apart from other clubs. 

Watch the full interview above.

 

Related Articles

Just Published

2 hours ago

Performance marketing, is it really effective?

Following Airbnb's move to shift spend out of performance, five performance-marketing experts from across Asia-Pacific discuss where the brand may have gone wrong and argue the value of balancing performance with brand.

3 hours ago

DDB's hard-driving culture delivers wins, but at ...

AGENCY REPORT CARD: A dogged pursuit of pitches pays off in terms of new business, but our concerns about a lack of innovation and the network’s employee churn remain.

3 hours ago

Let’s call time on the masculinity of beer

It's no wonder many women don't feel beer is a drink for them when much of the sector's most famous advertising—including for AB InBev's brands—has been so geared towards men.

3 hours ago

Standard Chartered to use Dentsu Curate to drive ...

This win follows a pilot project across 30 markets using a made-in-APAC programmatic solution, which resulted in a more than twofold improvement in both campaign efficiency and video completion rate, according to the agency.