Alibaba announces Manchester United content and e-commerce deal

Alibaba Group is set to be the official Chinese home for Manchester United video content.

The likes of first team matches and highlights will be presented and localised on multiple Alibaba platforms, including a dedicated channel on its video streaming platform, Youku.

“We are always looking for new ways to engage with fans there and this partnership with Alibaba enables them to connect with the club directly through one of China’s most popular video streaming platforms,” says Manchester United Group Managing Director Richard Arnold Arnold.

“We look forward to working with Alibaba to further grow our fan base in China and building on other areas of the partnership in the near future.”

The pair will also work together to launch a Manchester United flagship store on B2C marketplace Tmall. Fans will be able to access it from the dedicated Youku channel, “creating a seamless content and e-commerce experience,” a press release says.