Arsenal, the British football club, plans to open several new themed restaurants in China after premier league rival Manchester United announced it would open three “experience centres” to attract fans in the world’s most populous country.
China is home to at least 187m football fans, according to market research company Nielsen, making it a crucial target for marketing efforts by European football clubs. Arsenal opened its first club-themed restaurant in Shanghai last year.
“The restaurant is working really well, we are finalising another location outside of Shanghai,” said Hadrien Perazzini, Arsenal’s Asia Pacific director. A Chinese fan base can help attract sponsors by offering “instant brand recognition,” he added.
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