Atletico Madrid plans 200 China stores

La Liga football league champions Atletico Madrid are set to cash in on growing Chinese fascination of European football by opening a retail store network in China.

Atletico Madrid will open 200 retail outlets in China, according to Chinese news agency Xinhua.

Such a network would be considerably larger than other football teams’ retail presence in China. Manchester United, Chelsea, Real, FC Barcelona and Arsenal all have a presence, on differing scales.

The stores will be opened in Wanda Malls, owned by Chinese businessman Wang Jianlin, who took a 20 per cent stake in the Spanish club earlier this year.

The club sees the stores as an important tool to broaden its brand awareness in Asia.

Atletico already has a deal with Chinese football club Shanghai Shenhua and trains a number of Chinese youngsters as part of ‘Project Wanda’ to help develop young footballers.

Atletico is expected to tour China between seasons.

 

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