Arsenal take on European rivals in Asia with Chinese football TV show deal

Arsenal have announced a new content partnership with one of China’s most popular football shows, Total Soccer, in a deal that will see the club join its European counterparts in growing its brand in the region.


The English Premiership club will provide exclusive content including player interviews and videos for the two hour weekly show which is broadcast on CCTV every Monday

Arsenal’s partnership with Total Soccer builds on earlier dealings the club as made in the region such as its a three-year sponsorship agreement with lottery provider DJI Holdings and partnership with soccer schools operator iRena.

The club’s chief commercial officer, Vinai Venkatesham, said the show “plays an important role in the rapid growth of interest in football, the Premier League and Arsenal,”

He added: “We have many passionate Arsenal fans in China and this exclusive arrangement by a Premier League club will bring them closer to Arsenal and help attract many more fans to follow us.”

The London club’s deal follows similar moves made by other top European clubs such as Bayern Munich who agreed a content partnership deal with and Yahoo Sports.

Top European clubs are increasingly forging commercial partnerships in Asia as the race to grow brand awareness and build fan bases in the lucrative market intensifies. Manchester United has made a number of commercial partnerships and their neighbouring rivals, Manchester city, recently announced Mandarin stadium tours for the influx of Chinese supporters expected off the back of Etihad’s new direct flight routes.

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