After the club’s triumph ii the Super Cup in Beijing, Milan, represented by Adriano Galliani was presented with an award that recognizes and reinforces the club brand as well as the link between Milan and the immense Asiatic nation.
(IN THE PHOTO: August 2011, Adriano Galliani at the Adidas store in Beijing)
MILAN – “We’re very proud to present Milan with the award for ‘Sports Team of the Year in China’. Those were the words used by Cesare Romiti, president of the Italy-China foundation as he called up Adriano Galliani to receive the award during the China Awards gala. On the same year that Italy turns 150, the Milan brand represents excellence and is seen as the best expression of Italian football in China.
The seventh edition of the China Awards were organized by the Italy-China Foundation in conjunction with MF – Milan Finance with the patronage of the Ministry for Economic development, the Ministry for the environment, the Ministry for Foreign Affairs, the Italo-Chinese Chamber of Commerce and the Italian Chamber of Commerce in China and together they recognize the Italian firms that have best presented themselves to the Chinese market, giving visibility to various success stories.
On receiving the award, Galliani said: 2We’re very happy to receive this prestigious recognition because it shows just how big of a commitment Milan have made in China. It’s been a long and strategic journey that saw it’s most beautiful moment in the Super Cup win in August in Beijing.”
Milan’s Vice president went on to highlight some of the more important club activities, “The Milan site has been available in Chinese since 2008 and the traffic numbers are rising all the time. From January to October 2011, traffic increased on the Chinese version of the site by 110%. The Milan Football School in Hong Kong was set up in September and we are also negotiating a type of collaboration with two professional clubs to develop scouting purposes and also to supply technical training to Italian players and coaches. But that’s not all. The strength of our brand can also be seen in the survey conducted by Titan Sports, a Chinese sporting media group, which show that Milan, with 31% is the best supported foreign football team in China, ahead of Barcelona and Manchester United.
Before concluding, Adriano Galliani highlighted a few other numbers. China represents 18% of Adidas Milan’s total business. Sales of Milan products in China are 37% of worldwide sales of the top clubs sponsored by Adidas (second place is 21%).
Speaking about the TIM Super Cup in Beijing, the final was followed by 72,000,000 viewers in China and 300,000,000 viewers worldwide on 30 TV channels. It was also the most watched sporting event of the year in China.