It’s no novelty that more European football clubs have been spending their pre-seasons in Asia. The biggest clubs in the old continent have invested heavily in the promising Asian Market. However it’s the British Premier league that has delved deeper in developing a very profitable connection with its neighbor continent.
As crazy as it might sound, there are tons of Tottenham fans in Hong Kong and thousands of Liverpool fans in Jakarta who know all the words to “You’ll Never Walk Alone (1). However, behind these strange realities, a long ongoing “romantic” relationship between the league and the Asian countries has delivered enormous revenue to the clubs, organizers, investors and sponsors.
There are two factors that have paved the way to such success. First-mover advantage given that the premier league was the first foreign league to be transmitted in Asia. Also the style of English football compared to other leagues around Europe being more “dramatic and exciting” (2)
The fan base for the clubs in Asia is growing; appreciation for the sport has also improved with better campaigns from the national teams and the increase of friendly matches featuring British clubs keeps drawing more attention from the spectators. Sid Mookerjee blogged about football turning into a business where clubs have to function as true companies when hiring skilled professionals to manage and play for the club in order for it to excel. The connection between league managers, TV broadcasters and clubs with the Asian market uses the same philosophy where the sport has turned into a very profitable business.
No wonder companies like Samsung, Chang and Goldenway are sponsoring Chelsea, Everton and Swansea accordingly. This impressive partnership between the league and the Asian nation’s spectators seems like it has only begun, with much promise in future developments.
