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Case Title:

European Soccer Merchandising in Asia

Publication Year : 2004

Authors: Firdaus Maldar & G Srikanth

Industry: Sports and Sports Related

Region:Asia Europe

Case Code: MKS0014

Teaching Note: Available

Structured Assignment: Available

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Clubs like Manchester United and Real Madrid have a huge fan following across Asia and a substantial portion of their revenue comes from selling team jerseys and other merchandise, like scarves and key chains, in Asia. Commercial gains now play an important role in the recruitment of stars like Beckham, besides the local players who hold sway over a sizeable market in Asia. The clubs use these players to attract viewers in Asia and also to convert them into customers of their merchandise.

Pedagogical Objectives:

  • To discuss the dependence of clubs on star players to attract fans in Asia
  • To discuss the various means the European clubs employ to benefit from Asia's craze for European football.

Keywords : European soccer, merchandising in Asia, The English Premier League, Manchester United, Real Madrid, Celebrity endorsements, Brand appeal, brand equity, Sports merchandising, Hidetoshi Nakata, Marketing strategy, David Beckham, Marketing Strategies Case Study, Asian Football Confederation (AFC), Licencing agreements, European soccer clubs, Television rights, Appearance fee, Zinadine Zidane, Ronaldo


  • Introduction
  • Merchandising in Asia
  • Recruiting Asian players
  • Challenges

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