Exclusive interview: Barcelona change strategy to get even closer to fans in Asia

10 May 2019

Photo: FC Barcelona FC Barcelona have 16 people working in their Hong Kong-office and 16 academies all over Asia. The club has just changed its strategy how to capture future fans in the region.

Barcelona are moving away from the traditional fan segmentation model to a model disregarding the target audience’s background, Barcelona’s managing director in the Asia Pacific region, Jordi Camps, tells offthepitch.com.

According to him, the whole business model has changed in Asia to an increasingly direct approach with more central brand control.

"Today we are talking to our fans every day 24/7 through our own platforms," he says.

Barcelona have a massive presence in the region - amongst other things, 16 academies.

Emil Gjerding Nielson nielson@offthepitch.com

The struggle for European football clubs to expand their brand and increase their fanbase in Asia has intensified in recent years with clubs taking many different approaches.

Manchester City, for example, have invested in football clubs in China and Japan and, according to the World Football Summit, more than 20 top European clubs have opened offices in the region.

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