Liverpool FC look to capture Asian audiences with new Chinese TV deal

Premier League giants Liverpool have furthered their brand push into Asia with an extension to their partnership with leading Chinese video service provider PPTV who will produce a Liverpool-themed television set next year.

The new agreement extends the one year deal signed in February this year with the Shanghi-based company.

Under the agreement PPTV will produce a limited release of 5,000 Liverpool-themed TVs which will feature the club’s logo on the surface and on the start-up screens of the sets. The company will also become the TV and STB partner of the Merseyside club in China.

Former Liverpool legend Robbie Fowler was in attendance at the announcement ceremony in an effort to garner attention around the deal which comes into effect on 1 January 2016.

PPTV currently sponsor the video content section of Liverpool FC's recently launched Chinese website as well as running exclusive content from LFC TV such as player interviews as well as news, match highlights and player updates.

Liverpool’s efforts to capture the lucrative Chinese market began in 2011 with the launch of an official presence on the Sina Weibo platform. The club went on to launch three more official accounts in China - Tencent Weibo, Youku and WeChat.

Since then its rivals Manchester United have made a number of waves into Asia with a string sponsorship deals such with footwear brands, casinos and social network services.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.