Real Madrid unveiled a new agreement with the e-commerce giant Alibaba – to launch the Real Madrid official online shop on their Tmall Global platform in China. This strategic partnership allows shoppers in China to purchase official player jerseys, club apparel and club memorabilia.
“This deal will allow us to launch the official Real Madrid shop to more than 600 million Chinese customers online”, president of Real Madrid Florentino Pérez said.
Fans of Real Madrid can now directly purchase their favourite and genuine Real Madrid merchandise on the club’s Tmall Global online store.
Jeff Zhang, president of Alibaba Group’s China retail marketplaces, revealed Real Madrid is the second football club that has reached a strategic cooperation with Tmall Global, closely following their collaboration with FC Bayern Munich in May this year.
Tmall Global, launched in February 2014, is an overseas platform and an extension of Alibaba Group’s B2C Tmall business, which enables overseas merchants to enter China’s online retail market.
A powerful move from the Merengues. Alibaba who recently partnered with Luxury flash sale website mei.com is a meaningful marketing platform for Real Madrid to strengthen their presence in China and engage directly with their fanbase.