Real Madrid Scores Again


Rumours are flying that Sergio Ramos may brush off Manchester United and sign another contract with Spain’s signature soccer team Real Madrid. Business Wire however has no doubt that Chinese consumers will soon have better access to his team’s photographs and other memorabilia, thanks to a Tmall deal.

Real Madrid and Tmall Come Out to Play

Alibaba’s Tmall agreed to collaborate with an official Chinese Real Madrid site on July 26, 2015, in terms of which the sports club’s official player jerseys, club apparel and memorabilia may be purchased online. Thanks to Tmall technology consumers will be able to enter a ‘fitting room’ where they can imagine before they buy.

Florentino Perez and Jeff Zhang Equally Ecstatic

Real MadridThe Real Madrid president welcomed the initiative saying, “Today, we continue to reach out to this incredible country. Today we start a partnership that will strengthen our ties. The best club in the world … is establishing a strategic alliance with Alibaba’s Tmall Global platform.”

The President of Alibaba Group’s China retail marketplaces responded in similar vein. “As one of the world’s most recognizable and popular football brands, Real Madrid is the second football club that has reached a strategic cooperation with Tmall Global, closely following our collaboration with FC Bayern Munich in May this year.”

Real Madrid Deal Part of Alibaba Global Strategy

Reaching out to the Spanish soccer club is part of a broader commitment by Tmall / Alibaba. Tey hope to bring new cultural experiences to Chinese consumers enthused by the international excitement. ReadlMadrid has opened offices in Beijing to reach out to its millions of fans in China.

The Tmall platform enables foreign entities to do business in China without the need for brick and mortar premises. Numerous famous brands are already trading in the China marketplace, to the delight of consumers everywhere and fans of Real Madrid.

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Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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