Liverpool FC to promote soccer in Asia for expansion prospects

Written on:October 17, 2012
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Liverpool FC

Liverpool FC…seeking new pastures in Asia

Liverpool FC of the English Premier League is aiming its marketing strategies on Asia, as it considers Thailand as one of its prime market, owing to its economic growth and the popularity of soccer with Thai people.

Next year, Liverpool FC is planning to visit Thailand, Indonesia and Hong Kong regions in Asia to check its expansion prospects, after the conclusion of the soccer season. Yesterday, Jonathan Kane, director of international business development for Liverpool Football Club and Athletic Grounds, in an interview with The Nation in Bangkok, said that Asia was considered a strong support base for the club.

Kane also added that Liverpool FC plans to focus its marketing strategies to draw more support from Asian region for its three main sources of income: television and other media broadcast licences, advertising and sponsorship, and match-day tickets. The director also made it amply clear that the Liverpool FC was looking for local and regional sponsors with great brands, enthusiasm and strong business rationale.

Kane said that more than half of Liverpool FC’s revenue from media rights was generated outside the UK, and most of it was from Asia, adding that Liverpool FC’s major global sponsors, such as Standard Chartered, Chevrolet and Carlsberg, have been using Liverpool to penetrate the Asian market.

“In Thailand, we have entered the second year of three-year contract with Honda. We have [also] signed a sponsorship contract with 3K Battery for another season”, Kane said. The Liverpool FC is planning to enter into more partnerships in Thailand and other parts of Asia. It also has commercial contracts with Garuda Indonesia airline and Courts, a furniture retailer in Singapore.

Under its promotional strategy, the Liverpool FC is considering opening its Liverpool shops outside the UK, that is in Asia and other countries.

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