Asia is at the heart of Leeds United’s global expansion as a Premier League club.
At the start of this week, gambling firm SBOTOP was announced as the club’s new front-of-shirt sponsor as they head into the top flight.
Off the back of that announcement, executive director Paul Bell and SBOTOP chief Bill Mummery were interviewed by LUTV.
Bell is in charge of the commercial arm of United and made it clear being promoted has given the club the platform to reach the globe, but especially Asia.
With that kind of brand exposure and marketing opportunity, the bigger names in football, brands in their own right, will be more interested in coming to Elland Road, knowing more eyes will be on them.
“It’s been challenging,” he said. “Without supporters in the stadium, without the income we enjoy on matchdays, it puts increasing financial pressure on the business.
“People talk about the Premier League and the TV broadcast revenue that comes from that.
“It is significant clearly, but as a commercial operation, we need to ensure all of our revenue streams are continuing to function properly.
“You’ve seen the announcement of SBOTOP, we announced a further deal with Clipper and there’s more to come.
“Fans will obviously be aware there’s a new relationship with Adidas. The type of brands we’re working with, it’s important we have a global perspective.
“Bill’s got his focus with his team around Asia. Fans will hopefully see, over the next few weeks, further announcements about other global partnerships.
“We can start to move forward now on a truly global basis. The Championship doesn’t get the eyeballs across the globe the Premier League does.
“Therefore, to a certain degree, there’s a set of brands not interested in a more UK perspective.
“This puts us on the global stage, this puts us in the top league. This will allow Leeds United to get into the global market with the help of SBOTOP.
“They’ve got a strong, established presence in Asia. We want to grow our presence in Asia, clearly.”
The initial deal with SBOTOP will run for two years.
