Arsenal are to follow up the sports bar/restaurant they opened in China in 2018 with more themed restaurants in the country.
Last year it was announced that Arsenal would continue their expansion into Asia with an official Arsenal-themed bar and restaurant that would open in Shanghai. Now, the Times [£] reports that the club ‘plans to open several new themed restaurants in China after premier league rival Manchester United announced it would open three “experience centres” to attract fans in the world’s most populous country.’
“The restaurant is working really well, we are finalising another location outside of Shanghai,” said Hadrien Perazzini, Arsenal’s Asia Pacific director. A Chinese fan base can help attract sponsors by offering “instant brand recognition,” he added.
Currently, Manchester United have plans to open three restaurants in the country but Arsenal are eyeing up more than that to take advantage of the reported 187m Chinese football fans.
“Brands that are looking to engage in China are the ones that bring in revenue, and we are bringing access to that community,” said Perazzini. Chinese companies hoping to expand abroad are also a source of income, he said.
“There are huge companies in China that have reached a certain level of maturity in China and need to expand their business elsewhere. They want to differentiate themselves in China and want to work with us on their international growth.”
Arsenal Club Shanghai
Run by Super Halo Sports Culture Development, who agreed an exclusive licencing deal with the club, this was the first Arsenal-themed establishment to open.
Feng Xuejun, Super Halo chief executive, said before it opened: “Through this landmark agreement with Arsenal we aim to set a benchmark for the football-themed entertainment industry and plan to make the Arsenal Club Shanghai the best sports bar and restaurant for football fans in Shanghai.
“This will bring our fans in China closer than ever to the team and give them an authentic Arsenal experience away from Emirates Stadium,” added Vinai Venkatesham, Arsenal’s chief commercial officer.
As well as the chance to eat and drink in an Arsenal-themed environment, the venue will reportedly features life-sized player holograms as it serves up a menu of traditional English and European fare including pies, pints and fish and chips.