Chinese brands find fans through football tie-ups
Chinese brands are boosting credibility in Western markets through strategic partnerships with European football clubs.
Chinese brands are boosting credibility in Western markets through strategic partnerships with European football clubs.
Fearless, savvy and ambitious, Chinese brands are shrugging off the critics and taking on the European market in a bid to become household names.
City Football Group (CFG), the parent company of Manchester City FC and three other clubs globally, last month announced a major technology deal with cloud software firm SAP. Marketing Week’s Jonathan Bacon attended the announcement at the City Football Academy in Manchester to hear how technology will underpin CFG’s ‘family of clubs’ business model and its future fan engagement activities.
Since its 2008 takeover by Abu Dhabi investors, Manchester City has established itself not only as one of English football’s most successful clubs but also its most exciting brand, forming a unique ‘family of clubs’ to reach new fans around the world.
The rules of content marketing are evolving faster than ever – here’s why.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
Sainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it says is strengthening its retail media offer.
The sixth CX50 list of the UK’s top 50 customer experience professionals reveals the key trends in a complex and highly regulated sector.