Real Madrid and Tmall Global, an extension of Alibaba Group, have announced the launch of the official online Real Madrid store for consumers in China.
This partnership will enable fans in China to buy a selection of the club’s merchandise including official player shirts, club clothing, accessories and club memorabilia, from their official Tmall Global online store. Real Madrid will also work together with Tmall Global to develop their business within China targeted at Chinese consumers.
President of Alibaba Group’s China retail marketplaces, Jeff Zhang said: “As one of the world’s most recognizable and popular football brands, Real Madrid is the second football club that has reached a strategic cooperation with Tmall Global.”
“Real Madrid and Tmall Global will work together to promote the exciting world of international sport to the Chinese market. As part of our Tmall Global strategy, Alibaba is committed to bringing new cultural experiences and brands on to our China retail marketplaces.”
President of Real Madrid, Florentino Perez added: “We continue to reach out to this incredible country. We start a partnership that will strengthen our ties. The best club in the world, Real Madrid, is establishing a strategic alliance with Alibaba’s Tmall Global platform.”
“Initiating this new path is an honour for us, and without a doubt, teams us up with the global player and absolute leader in global ecommerce. This strategic alliance allows us to launch the official Real Madrid store in China for more than 600 million consumers online.”
The official Real Madrid store on Tmall Global offers a unique player fitting room interactive function so fans can choose outfits and products from their favourite players. Also, in the near future, Tmall Global and Real Madrid will have special edition and exclusive products specifically targeted for Chinese consumers.
Matthew is a Content Editor at Future Sport, specialising in sports business, marketing and emerging technologies.