Can Thaksin Succeed In His Global Brand Dream?
As amazing as it seems, Manchester City could soon become a global brand if new owner Thaksin Shinawatra has his way. As City’s Thai owner heads to the Far East to secure new sponsorship deals for the club, his intentions are clear; to make Manchester City a global brand. That is of course easier said than done. The virtual monopoly of the Champions League regulars hold sway in the global football market, and it’s not based solely on performance, but consistency in performance and heritage. The likes of Real Madrid and Barcelona in Spain, Benfica in Portugal, Celtic and Rangers in Scotland, Juve and Milan in Italy, and our neighbours and Liverpool in England have a history and heritage of both success and mass appeal for differing reasons. The fact they have been Champions of Europe at least a couple of times each helps yes, but so does the perception of heritage and scale. There are hundreds of millions of Hispanics around the world who pledge their allegiances to either Real or Barce
