Manchester United has signed a three-year partnership with Zong, one of Pakistan’s leading mobile telecoms companies. United could take advantage of cricket’s slump in popularity to exploit more commercial opportunities on the Asian sub-continent.

The deal will give the club’s estimated 10 million fans in Pakistan a chance to see all the goals scored, as well as exclusive interviews, news and behind-the-scenes access from Old Trafford, bringing them closer to United than ever before.

Rizwan Akhter, Zong’s director of advertising and promotions, said: “Ten years ago, the football market was small, the game was dying. But over the past few years, things have changed. Every other person, especially in urban areas, is associated with one club or another. And the primary reason for the increase in the popularity of football is the demise and turmoil in cricket.”

Akhter continued: “Most of the cricket fans are football followers as well. They are sport lovers. But now the interest is increasing because there is more opportunity to see these teams, and the major difference in Pakistan compared to most of Europe, is that matches are available free to air. Cricket goes in waves, it is either really up or down. Football viewership sustains throughout, and the graph is rising.”

Reds commercial director Richard Arnold welcomed Zong and said he felt the company would be a “great partner” for United in Pakistan.

“It is a relatively young company but has ambitions to be one of the major players in the country,” Arnold said. “Partnering with United will give them high visibility, as well as helping the club to communicate directly with millions of our supporters there.

“Using our digital assets to engage our global fanbase is an increasingly-important part of our commercial strategy and we are very excited about the possibilities presented by this partnership.”

United manager Sir Alex Ferguson admitted he uses his mobile phone on a daily basis to keep up-to-date with football news and results and joined Arnold in welcoming Zong into the United family.

“The way the club uses modern technology to reach our millions of fans around the world is outstanding. Zong will be a key player in allowing us to bring the passion and excitement of Manchester United to our fans in Pakistan.”

Zong’s director of advertising and promotions, Rizwan Akhter, described the partnership as unique and anticipates a bright future for all concerned.

“This partnership is one-of-a-kind coming from Pakistan and the initiative that Zong has taken to team up with a giant like Manchester United will only lead to prosperity, growth and triumph. For all the glory that is to come, we stand united, to take on all opportunities and victories together as one. Today, we play for the same team!”

Zong chief financial officer Feng Tuixian added: “We see ourselves as an integral part of peoples’ lives, providing support to over 12million subscribers. We help them in their business or at work, bringing friends and families closer together, providing quality moments of leisure and recreation while remaining at the cutting-edge of technology.

“We share Manchester United’s commitment to be the best among competitors. I am sure this is the start of something very big indeed.”

Source: manutd.com and telegraph.co.uk

Related Articles

1. Manchester United see commercial revenue increase Manchester United are still on course to become the first football club to break through the £100million barrier for annual commercial turnover....
2. Manchester United signs two new commercial deal Manchester United has signed two new commercial deals, with logistics company DHL becoming the club's first training kit sponsor and Vietnamese mobile phone group Beeline...
3. Manchester United players in Vodka Smirnoff’s ‘Purity’ commercial Diageo's flagship Smirnoff brand has launched an above-the-line campaign featuring three stars of Manchester United playing a surreal game of football above and below water....
4. 6 Marketing strategies to exploit World Cup opportunities The FIFA World Cup is about to kick off in South Africa and official sponsors and partners are lining up to exploit its global opportunities....
5. Manchester United signs two-year content deal with Du Manchester United has signed a two-year partnership with Du, the leading mobile telecoms company in the United Arab Emirates....