A ground-breaking role
Infront Sports & Media’s role — carried out in conjunction with its wholly owned subsidiary, Infront China – means that Infront is working with the China Football Association (CFA) throughout a series of landmark football events that are key to the future of Chinese football. This partnership has included the 2007 FIFA Women’s World Cup in China and the Olympic Football Tournament of the 2008 Beijing Summer Olympic Games, leading into the 2010 Asian Games in Guangzhou.
The exclusive agreement covers all marketing and technical development of the Chinese men’s, women’s and youth national teams, breaking new ground in its approach. Infront has identified key tasks, which are helping to build success for the future and provide commercial partners with a closer than usual association with that success.
Shared goals for shared glory
These tasks include shared responsibility and support for the technical development of the teams, including arranging for top international coaching assistance, youth programmes, physical fitness training and medical support; improving team performance on the international stage through arranging “friendlies” and helping initiate a nationwide grassroots programme.
To help achieve these ambitious goals, Infront is utilising its international contacts to build a network of high profile technical partnerships with national associations and clubs, including such well known clubs as Chelsea FC.
Another core innovation is the introduction of a new Host City concept. When the national teams’ calendar for 2007 and 2008 is known, four or five regular host cities will be chosen as established bases for the matches, making sponsorship more appealing and allowing greater planning potential for promotion and marketing in attractive commercial fan centres.
The commercial programme, designed by Infront, will allow major brands to identify very closely with the “cause célèbre” of achieving success for China’s favourite sport.
Chinese fans are potentially strongly supportive of their national teams. Enhanced performance by Team China’s soccer squads will give brands a sponsorship platform to appeal directly to China’s huge and growing group of middle class consumers.
