Real Madrid to target Thailand with merchandise

Real Madrid to target Thailand with merchandise

Hoping to cash in on a huge fan base in Thailand, Spanish soccer club Real Madrid plans to launch a cable television program in Bangkok, a souvenir store, a theme cafe and more, a newspaper reported Tuesday.

The star-studded club's popularity in Thailand and the rest of Asia has soared with the acquisition of David Beckham from Britain's Manchester United, the Bangkok Post quoted Asia Sports Development, the team's regional marketing representative, as saying.

"We are happy to have Beckham ... People who love Beckham are now turning from Man U to love Real Madrid immediately," said ASD chairman David Altaras. He was not immediately available to confirm the report.

Altaras said the Hong Kong-based company will work in Thailand through a new company, ASD Thailand, which will be set up soon with a registered capital of 10 million baht (US$238,000).

The company will broadcast the Real Madrid television channel, which now operates only in Spain, showing the club's matches and offering updated information and insights into soccer techniques, the paper quoted Altaras as saying.

He said ASD plans to develop Real Madrid Web sites in various Asian languages.

Real Madrid on Sunday completed a four-nation Asian match tour, beating the national Thai side 2-1. It also won its other three matches in China, Japan and Hong Kong in front of sellout crowds.

Altaras said a Real Madrid theme cafe in Thailand, to operate as a franchise given to private investors, will offer Spanish food, music and soccer.

Real Madrid is planning to open its first Asian merchandise shops in Thailand, Japan and China, Altaras was quoted as saying.

ASD also plans to open a Real Madrid academy that would identify promising young players from the region and give them a chance to play on the development squads of the parent club, the Post said. -- AP