英國(guó)足球俱樂部爭(zhēng)先進(jìn)軍亞洲市場(chǎng)

1）Tottenham-Hotspur is the latest 2）English Premier League football club to step up its brand-building efforts in Asia by signing a new deal with the Hong Kong-based insurer 3）AIA. Rapid economic growth in China， a growing middle class and rising disposable incomes across Asia， plus a vast interest in the English game， make the region increasingly important for English clubs.

Daniel Levy （Chairman， Tottenham Hotspur）： One of our priorities is to expand our growing fan base in Asia. Asia is estimated to have approximately 80 million Spurs fans， and it’s one of the fastest growing regions in the world， and we wanted to team up with a company that was one of the fastest growing companies in its region.

Spurs is one of just many Premier League clubs trying to boost its presence in Asia. 4）Chelsea already has an Asian brand as its 5）sponsor， the South Korean company Samsung. And 6）Manchester-United increasingly has advertising in Mandarin across the 7）perimeter of its Old Trafford 8）pitch.

And it’s easy to see why so many European clubs are turning their attention towards the Asian market. According to some sources， the Premier League received around ￡941 million in TV money from Asia from this season up until 2016. That’s a 77% increase in what it got from 2010 to 2013， and considerably more than the 607 million it gets in TV money from the European 9）broadcasters.

托特納姆熱刺隊(duì)通過與總部設(shè)在香港的美國(guó)友邦保險(xiǎn)公司達(dá)成一項(xiàng)新的協(xié)議而成為了最新一家想在亞洲打造其品牌的英超足球俱樂部。中國(guó)經(jīng)濟(jì)快速增長(zhǎng)，亞洲中產(chǎn)階級(jí)日益壯大，可支配收入日漸增加，加上人們對(duì)英國(guó)足球有強(qiáng)烈的興趣，這些都使得亞洲市場(chǎng)對(duì)英國(guó)足球俱樂部越來越重要。

丹尼爾·列維（熱刺俱樂部主席）：我們工作的重點(diǎn)之一便是增加在亞洲的球迷人數(shù)。據(jù)估計(jì)，亞洲的熱刺球迷將近八千萬，這是世界上球迷增長(zhǎng)速度最快的區(qū)域之一。我們想和亞洲發(fā)展最迅速的一家公司聯(lián)手合作。

熱刺只不過是努力提高其在亞洲能見度的眾多英超俱樂部之一，切爾西已經(jīng)有了韓國(guó)三星公司這個(gè)亞洲品牌贊助商，而曼聯(lián)則已越來越多地在老特拉福德球場(chǎng)周邊用中文打廣告。

歐洲有這么多的俱樂部把目光投向亞洲市場(chǎng)，其中的原因顯而易見。一些資料顯示，英超從這個(gè)賽季到2016年，僅僅是在亞洲的電視收益就有約9億4100萬英鎊（約合人民幣97億1000萬）；與2010賽季到2013賽季相比，這項(xiàng)收益增長(zhǎng)了77%，而從歐洲獲得的電視收益只有6億700萬英鎊（約合人民幣62億6400萬），兩者之間有相當(dāng)?shù)木嚯x。

The English Premier League generated more revenues from shirt sponsorships this season than its big European rivals， and a large percentage of that income is coming from Asian sponsors. But sponsorship is no longer just about selling 10）replica shirts. Today it’s about engaging with more customers in more markets around the world with a view to making returns in the long term.

Simon Chadwick （Sports Business Expert）： Forget about the instant hit of selling shirts， selling merchandise in these markets or necessarily going on these pre-season tours， but actually to try and be doing that 12 months of the year， constantly working that market， sweating it， and they need to do that by being on the ground， but by doing more 11）sophisticated things through social media， through Twitter， etc.

For AIA the rewards in this deal with Tottenham are clear. The Premier League’s global brand gives it exposure on the world stage， and， in return， Spurs will get the chance to increase its presence in the crucial Asian markets.

But while the battle to win Asian football fans has begun， it isn’t yet clear exactly how clubs will 12）monetize these growing supporter bases.

英超這個(gè)賽季從T恤贊助商得到的收益比其他歐洲聯(lián)賽要多，而收益的很大比例來自亞洲贊助商。不過所謂的贊助不再只是賣相同的T恤，如今它還包括吸引世界上更多地區(qū)市場(chǎng)的更多顧客以長(zhǎng)期獲利。

西蒙·查德威克（體育行業(yè)專家）：別再想T恤熱賣的一時(shí)火爆場(chǎng)面，也別惦記著在這些市場(chǎng)上售賣球隊(duì)商品，或者那些必要的賽前巡回宣傳所引起的暫時(shí)性轟動(dòng)。這些你是得一年到頭不停地做，還要不間斷地努力，而且你還要到當(dāng)?shù)氐氖袌?chǎng)去。但現(xiàn)在需要采取像社交媒體、推特等更巧妙的推廣方式。

而對(duì)友邦保險(xiǎn)公司來說，與熱刺這筆交易的好處很明顯。英超這個(gè)全球品牌可讓友邦保險(xiǎn)公司增加在世界舞臺(tái)的曝光率，而作為回報(bào)，熱刺也將在舉足輕重的亞洲市場(chǎng)上更廣為人知。

雖然爭(zhēng)取亞洲球迷的戰(zhàn)役已經(jīng)打響，但這些俱樂部將如何利用不斷增加的這部分支持者來賺錢還是未知數(shù)。