Real Madrid readies for Thai offensive

Real Madrid has made Thailand a commercial target with plans to launch a cable TV programme dedicated to the celebrity-laden Spanish football club, a Thai-language web site, souvenir stores, a theme cafe and more.

The club is seeking to cash in on its increasing popularity in Asia after the recent acquisition of England captain David Beckham from Manchester United, according to Asia Sports Development (ASD), its regional marketing representative.

"We're happy to have Beckham in our team. People who love Beckham are now turning from Man U to love Real Madrid immediately," ASD chairman David Altaras said in Bangkok.

"We're aiming to reach as many fans as possible from the team's many hundreds of millions of supporters in Asia at the moment."

About 65,000 fans watched Real Madrid's 2-1 victory over the Thai national team on Sunday, making Madrid the only international squad besides Man U to sell out a match locally.

Hong Kong-based ASD in early June reached agreement with Real Madrid as master licensing holder for the Spanish team in Asia.

Locally, all business activities will be developed by ASD Thailand, which will be established soon with a registered capital of 10 million baht. ASD and SET-listed Traffic Corner Plc will each hold 48% in the venture, with 4% being held by M.R. Rujayapha Abhakorn, executive vice-president of Traffic Corner.

Mr Altaras said the Real Madrid channel, which is now operated in Spain only, would be launched here, broadcasting the club's matches and offering updated information and insights into footbal technique. ASD plans to develop web sites in various Asian languages.

A Real Madrid theme cafe will offer Spanish food, music and, of course, football, in Thailand. A Real Madrid academy, meanwhile, would identify promising young students from the region and give them a chance to play on the development squads of the parent club.

Thailand is one of three candidates along with China and Japan for the first Real Madrid merchandise shop in Asia.

All of the marketing activities will be promoted along with Real Madrid Asian tours at least once every two years, along with bringing Asian teams to compete against the club in Spain, he said.

"We would be happy to see [the Asian tours] happen annually," Mr Altaras said.

Surapong Triamchanchai, chief operating officer of Traffic Corner, said ASD Thailand would look for business partners to develop all of the Real Madrid business activities locally. For example, the cafe and restaurant operation would be franchised to interested investors.

"We're seeing lots of potential to promote the team here after it has gained more and more popularity in Asia. Thai fans are now enthusiastic about Real Madrid, with superstars ranging from Zinedine Zidane to David Beckham having built its strength, providing promising business potential," he added.