International Markets
Local Understanding Matters in Global Football.
International football already travels across borders. Building lasting relevance in a new market, however, requires more than simply distributing existing content.
Greater China
Our initial international market-development focus.
Building relevance within the market requires an understanding of how international football is followed and discussed locally, how digital platforms are used, and how communication styles and audience expectations differ from European domestic markets.
Our approach is designed around local relevance while respecting the identity and objectives of each football organisation.
How We Approach the Market
Audience Understanding
Understanding how international football audiences follow clubs, competitions and football culture within the market.
Platform Awareness
Considering the characteristics of relevant digital and social platforms and how football content is consumed across them.
Localisation
Adapting communication, content concepts and activation ideas to local culture and language without compromising club identity.
Commercial Relevance
Identifying opportunities where audience development and commercial objectives can complement one another.
Beyond Greater China
Our initial market focus is Greater China, while selected Asian markets may form part of future projects depending on club objectives, audience relevance and commercial opportunity.