Abu Dhabi-owned Manchester City Football Club has launched ten new international websites in a variety of languages, part of its plan to expand its global brand.
In addition to the club’s official site in English and its existing Arabic and Mandarin Chinese versions, fans will now be able to view online content in Traditional Chinese, French, Indonesian, Japanese, Korean, Malay, Portuguese, Russian, Spanish and Thai.
Created to help boost its global brand name, supporters from more than 160 countries will now be able to access Manchester City content in their own language.
Overseas fans will be directed automatically to their countries’ native language websites depending on their global location. In creating the ten news sites, the club can now reach up to 80 percent of the world’s connected population.
Commenting on the recent announcement, Manchester City CEO, Ferran Soriano, said: “Manchester City’s popularity and global fan base is growing at a fast pace. We want to talk to our fans and friends in their own language to engage with them in new ways. We are very proud of this initiative.”
Diego Gigliani, Director of Marketing, Media & Fan Development for City, added: “With the launch of our new multilingual sites, we are creating an online home for all our international fans. We hope that, by reading news and watching videos direct from the official source and in their native language, they will feel closer to the club they love.”
The club, which is owned by Abu Dhabi’s Sheikh Mansour bin Zayed al Nahyan, is seeking to raise its profile on the global stage.
Earlier this year it was announced it had partnered with the New York Yankees to create a Major League Soccer (MLS) team to play in New York City from 2015, aiming to win over America's largest sports market to the global game. The ownership group will pay a $100m franchise fee.
Last month, Manchester City also announced a partnership with South African football club Mpumalanga Black Aces, the first of its kind for the club. As part of the three year partnership, the English club will deliver coaching programmes to local children, teaching them the same training techniques used by City’s first team.