Man Utd get a call from Pakistan's Zong

Manchester United are aiming to cash in on their global appeal by penetrating new markets in the Asian sub-continent.

The Premier League champions are taking advantage of cricket's slump in popularity to exploit more commercial opportunities in this region.

Manchester Evening News reported that United have added Zong, one of Pakistan's major mobile telephone companies, to their portfolio of 'partners' on Tuesday (https://bit.ly/sPAXSt).

It is the first time they have joined forces with a Pakistan-based organisation, allowing them to offer greater access to their estimated 10 million fans in the region.

Rizwan Akhter, Zong's director of advertising and promotions, said: "Ten years ago, the football market was small, the game was dying.

"But over the past few years, things have changed. Every other person, especially in urban areas, is associated with one club or another.

"And the primary reason for the increase in the popularity of football is the demise and turmoil in cricket."

Akhter continued: "Most of the cricket fans are football followers as well. They are sport lovers.

"But now the interest is increasing because there is more opportunity to see these teams, and the major difference in Pakistan compared to most of Europe, is that matches are available free to air.

"Cricket goes in waves, it is either really up or down. Football viewership sustains throughout, and the graph is rising."

As they have done in many other countries, United will supply exclusive club content to mobile users.

Meanwhile United's commercial director Richard Arnold is not concerned about the prospect of rival clubs adopting the Reds' 'territorial' approach to marketing.

Arnold is the man credited with the £40 million four-year contract with DHL for United's training kit.

United became the first club to crash through the £100 million barrier for commercial income last year and, judging by their continuing ability to attract sponsors.

Although the Glazer family have been repeatedly attacked for pushing the club into huge debt, they are also responsible for the new approach of doing deals with various companies - particularly mobile operators - in different countries.

"Any team should look at them and learn," said Arsenal chief executive Ivan Gazidis recently.

Park gives Arsenal more teeth in attack
 

Fergie dilemma after Man Utd second string shine
 

Follow Emirates 24|7 on Google News.