AN INTRODUCTION TO FOOTBALL ASIA
Football Asia is an exciting new company that is involved in all aspects of the football business. Football Asia is part of the Centurion Group of companies, which has interests in private equity investments, asset management, real estate, and leisure across Asia.
THE ONLY COMPANY IN ASIA DEDICATED TO FOOTBALL
Football Asia presents a truly unique offering of services. It is dedicated to the business of football, and fills a dearth in the market by effectively being a bridge between European football clubs and commerce in Asia.
CURRENT FOOTBALL SCENARIO
European football has enjoyed exponential global growth over the past decade, to the point where it has become the most popular entertainment content, certainly in Asia, if not the world. The Barclay's Premier League has been the champion of this growth, but the other major European leagues, particularly La Liga and Serie A are becoming increasingly popular. Two decades ago most football clubs were local business but they have since grown to become global brands.
Football within Europe is a part of the culture, almost tribal in it's intensity. As such football fans tend to inherit rather than choose their teams – from father on to son, mother on to daughter. You are born into football in Europe and most families would have four or five generations that have supported the same team – through good times and bad.
For that reason, growing your fan-base in Europe, for the majority of clubs, is difficult. As such most commercial activity within Europe has focused on ways of increasing revenue from existing fans and attracting first generation football fans to the club.
The insatiable appetite and passion which Asia has for football has led the leading European clubs to view Asia as their primary growth market. With huge numbers of first generation fans of European football, Asia is a region where clubs can actively seek new converts to their brand of football.Therefore European clubs are looking to engage with Asia in a long term sustainable manner and are increasingly becoming more strategic in their outlook.
Commerce in Asia is also becoming increasingly aware of the value which can be derived from their involvement in football and a growing number of Asian brands and services are now active sponsors of the European game.
Coupled with this is the growth of the game in Asia. Domestic leagues are becoming increasingly popular and the game is becoming more professional. The interest in European football has no doubt done much to stimulate this growth, but clubs in Europe must also play their part in the development of the Asian game – through knowledge transfer and sharing of best practice in all aspects of the game, both on and off the pitch.
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