September 18 – Bundesliga club Borussia Dortmund has continued its push into Asia, singing a strategic partnership with Xi’an Physical Education University that will see the club collaborate with the Chinese in football coaching and exchanges.
Dortmund announced an expansion in Asia in July with the opening of a Singapore office, and a deal with SBOBET to become the club’s official betting partner in Asia. That partnership began at the start of the 2018-19 Bundesliga season and sees SBOBET promoted across BVB’s media channels.
The Chinese agreement sees a different approach to a commercial sales-driven partnership, with the German club looking to build brand loyalty in the northwestern region of China that has so far been relatively untouched by the surge of European clubs looking for Chinese fans.
Xi’an Physical Education University was one of the original six sports colleges in the People’s Republic of China, established in 1953nn Shaanxi Province.
The Dortmund co-operation will see the Chinese “take advantage of Dortmund’s training system, ideas, coaches and management to raise the quality of the university’s education; the two parties will conduct regular communication and exchanges; the university will organize regular trips for its students and teachers to visit the club; the two parties will co-organize football summer camps, competitions and training for campus football teachers/coaches and will cooperate in exploring other football culture opportunities,” according to Yutang Sports.
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