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China Manchester City

Manchester City build on their China-focused brand push with new Mandarin stadium tours

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By Tony Connelly, Sports Marketing Reporter

January 19, 2016 | 2 min read

Manchester City’s push into the Chinese market is a major focus for the club and, as part of its efforts to build a bigger Chinese fan base, it has introduced new stadium tours in Mandarin.

Manchester City launch Mandarin speaking tours
Etihad Stadium

Manchester City launch Mandarin speaking tours

Etihad Stadium

The new 90 minute tours at the Etihad Stadium will begin on 4 February, coinciding with the Chinese New Year Celebrations.

A native Mandarin speaking guide will take fans around the stadium, showing them the team dressing room, press conference area, the tunnel and the dugout area.

Nick Brooks-Sykes, director of tourism at Marketing Manchester, the agency charged with promoting Manchester on a national and international stage, said the new initiative was an “excellent example of a business tailoring their product to growing visitor requirements.”

It follows on from the City’s owner’s recent partnership with state-backed Chinese investors, China Media Capital (CMC), in a deal which will help the clubs grow their audiences and open up further investment options in the region.

The move will strengthen the Premier league side’s efforts to compete with its European rivals in building a brand in Asia and will serve as a tourist attraction for the growing number of traveling Mandarin-speaking fans.

An influx of Chinese visitors is expected following the announcement of a direct Beijing to Manchester flight path beginning this summer. The direct route is scheduled to launch in June and will make it easier for Chinese tourists to attend games.

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