Alibaba and Manchester United sign partnership deal

Alibaba and Manchester United sign partnership deal

Alibaba and Manchester United sign partnership deal. Chinese on-line fashion retailer, Alibaba and UK soccer giant, Manchester United have just agreed and signed a new partnership.

The new deal will see Alibaba administer Manchester United club content that will appear on their online video platform Youku. This is expected to pave the way for a Man Utd club store on the company’s business-to-consumer platform

This unique deal is one the latest moves by the Manchester soccer club to engage with the Chinese audience following the launch of a Chinese language app and plans for experience centres across China.

Manchester United Group Managing Director Richard in a statement said, “We are always looking for new ways to engage with fans there and this partnership with Alibaba enables them to connect with the club directly through one of China’s most popular video streaming platforms,”

Although current Premier League broadcasting deals prohibit Manchester United from showing live league matches on Youku, which is a leading online video service in China, they will have a dedicated club channel on the platform which will allow them to show a range of content.

Manchester United said the channel will be linked to the Youku Sport portal and feature academy, women’s and first team tour games. It also allows for first team games to be shown on-demand and global and China-specific content.

Their content will be available to all of Alibaba’s 700 million consumers globally. Manchester United already publishes content for their own MUTV channel in the UK.

Although Manchester United will be able to provide their Chinese audience with regular localised content, the majority of their revenue will be generated from the online marketplace on

Manchester United said they were collaborating to establish a future Manchester United flagship store on the platform which would sell club merchandise that includes their sports fashion wear and accessories to Chinese consumers.

It will link in with the Youku channel that will create a seamless content and e-commerce experience. The pair will also provide business partners with tangible marketing solutions to promote their products and brands across the Alibaba platform

Back in November of this year, Manchester United opened their own ‘Experience Preview Centre’ in Beijing. This offers a taste of the full-scale venue that they intend to open in 2020 and then replicate across the country.

The centre provides a full-scale replica of Old Trafford’s Trinity Statue, an interactive showcase of the club’s most historic moments and triumphs, a replica of the players’ tunnel and changing rooms and houses the first official Manchester United Megastore in mainland China.


Alibaba and Manchester United sign partnership deal

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