Chinese brands find fans through football tie-ups
Chinese brands are boosting credibility in Western markets through strategic partnerships with European football clubs.
2016 was the year Chinese brands prospered in the West
Charlotte RogersFearless, savvy and ambitious, Chinese brands are shrugging off the critics and taking on the European market in a bid to become household names.
How City Football Group is connecting fans with technology
Jonathan BaconCity 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.
Football’s most innovative business model
Jonathan BaconSince 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.
BMW invests ‘hundreds of millions’ in digital transformation
Matthew ValentineThe car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
L’Oréal on why it pays to speed up innovation in times of crisis
Charlotte RogersRather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
Tesco sees strong online growth but stresses need to ‘plan for all eventualities’
Matt BarkerCEO Ken Murphy explains why the supermarket is in “good shape” as it prepares for the challenges of the year ahead.