Leeds hires international marketer to emulate Man Utd brand strategy

Leeds United Football Club has appointed Stuart Ogg as its first international brand manager, in an attempt to emulate the global commercial success of Premiership rival Manchester United.

Ogg, who joins from Fruit of the Loom, where he was commercial director, has a brief to establish a network of business partnerships in the Far East, Australia, Scandinavia and Ireland, focusing on retail, manufacturing, distribution and licensing.

Ogg says: “There is enormous potential to take the Leeds brand outside the UK and build credibility in the international market.”

“The long-term future of the club centres around developing brand awareness worldwide and competing at the highest level internationally. We are already building the foundations to achieve this.”

The club has already signed a communications deal with Hong Kong-based Leisure Resources International to translate the club’s Internet site into seven languages.

Further developments include the opening of a Leeds United showroom in Hong Kong at the end of March, to showcase the club’s latest merchandise.

Ogg adds: “The club is already enjoying success in Europe this season in the Champions League.

“The 2002 World cup in Japan and South Korea is also coming up. There couldn’t be a better time for Leeds United to seize the opportunity to establish a strong marketing presence on the international stage.”

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