La Liga football league champions Atletico Madrid are set to cash in on growing Chinese fascination of European football by opening a retail store network in China.
Atletico Madrid will open 200 retail outlets in China, according to Chinese news agency Xinhua.
Such a network would be considerably larger than other football teams’ retail presence in China. Manchester United, Chelsea, Real, FC Barcelona and Arsenal all have a presence, on differing scales.
The stores will be opened in Wanda Malls, owned by Chinese businessman Wang Jianlin, who took a 20 per cent stake in the Spanish club earlier this year.
The club sees the stores as an important tool to broaden its brand awareness in Asia.
Atletico already has a deal with Chinese football club Shanghai Shenhua and trains a number of Chinese youngsters as part of ‘Project Wanda’ to help develop young footballers.
Atletico is expected to tour China between seasons.
