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Arsenal Appoints Helios To Lead The Way Into China

Fri 5th Feb 2010 | Marketing & PR

Global sports marketing firm Helios has been appointed to handle several major initiatives that will establish Arsenal football club as a major force in China

North London-based Arsenal Football Club has selected Helios Partners to provide marketing expertise and consulting services as they aim to dramatically expand their presence and fan base in China.

Included within the scope of services for Helios will be local partner management, the development of a commercial marketing strategy and a broad range of other activities that are part of Helios’ China Playbook - the comprehensive tactical plan devised to ensure long-term success for sports properties within the China market.

“We are very pleased to have one of the world’s leading agencies working on our behalf in China,” said Tom Fox, Arsenal’s Chief Commercial Officer. “Helios provides the on-the-ground capabilities and depth of experience within China that we need to build the support and passion for Arsenal Football Club.”

Helios adds this appointment to a growing list of football-related consulting engagements, including their past role as the marketing agency for FIFA’s 2007 Women’s World Cup, and their current management of Russia’s bid to secure host nation status for the 2018 or 2022 World Cup. As part of their services for Arsenal, Helios will oversee the development of youth-oriented grassroots initiatives throughout the country, including a programme that will serve as an extension of the Arsenal Soccer School.

“Arsenal understands the importance of a long-term commitment to China, and this is exactly how it is done,” said Chris Renner, President of Helios China, whose previous activity includes the development of the Chinese Football Association’s Team China programme. “We are thrilled to be a part of this effort to bring one of the world’s most recognisable sports brands to the world’s most populous country.”

The Helios China Playbook includes strategic initiatives that take full advantage of all opportunities, including those related to media, merchandising, apparel and promotional activities. This broad approach serves to grow both the participation in the sport and affinity for the brand by ensuring all elements work in concert.

With offices in Atlanta, Beijing, London, Paris, and Zurich, Helios delivers high-quality sports consulting services to a wide range of global corporate sponsors, sports properties and cities seeking to host major international sports events. Most recently, Helios played a major role in helping the sport of golf return to the Olympic Games after an absence of 105 years.

(photo from Arsenalpics.com)

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