Arsenal hires agency for China push 05/02/2010 |
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Arsenal has appointed sports marketing agency Helios Partners to help expand its brand and fanbase in China.
Helios will develop a commercial marketing strategy for the club using its ‘China Playbook’ plan, devised to ensure long-term success for sports brands in the Chinese market.
Tom Fox, Arsenal's chief commercial officer, said: "Helios provides the on-the-ground capabilities and depth of experience within China that we need to build the support and passion for Arsenal Football Club."
Helios, which is also working with the Russia World Cup bid, will oversee the development of youth-oriented grassroots initiatives throughout China, including a programme that will serve as an extension of the Arsenal Soccer School.
"Arsenal understands the importance of a long-term commitment to China, and this is exactly how it is done," said Chris Renner, president of Helios China.
"We are thrilled to be a part of this effort to bring one of the world's most recognisable sports brands to the world's most populous country."
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