Valencia eye payday in Asia
SINGAPORE — Boasting a rich 96-year history in the sport, Valencia CF are considered one of the most successful clubs in Spanish football, with a trophy collection that includes six La Liga titles, seven Copa del Rey trophies and one UEFA Cup.
SINGAPORE — Boasting a rich 96-year history in the sport, Valencia CF are considered one of the most successful clubs in Spanish football, with a trophy collection that includes six La Liga titles, seven Copa del Rey trophies and one UEFA Cup.
But there is no denying that La Liga rivals Real Madrid and Barcelona are richer and more famous worldwide, with both clubs currently ranked in the top two on Forbes’ list of the most valuable football clubs with their current worth of US$3.26 billion (S$4.45 billion) and US$3.16 billion respectively. English Premier League team Manchester United are third on the list at US$3.1 billion.
With their financial woes finally in the past, Valencia are now keen to cash in on the potential in Asia as they look to join the big boys.
The Spanish club officially opened their first overseas office and Asian headquarters at Great World City today (July 28), with a six-member team located here to increase the awareness of the club in Asia and “meet the growing interest of both Asian fans and brands”.
Valencia will join a host of other football clubs that have set up shop here, including German club Borussia Dortmund and English Premier League sides Chelsea and Liverpool.
Newly appointed Valencia CF commercial and marketing director Peter Draper believes the club have a huge appeal to fans in the region.
“I don’t see any reason why we can’t (be like Real Madrid or Manchester United), but we also want to find our own space, and I have a strategy for that ... So in three to five years, we can become popular and very relevant in Asia,” said Draper, 62, who was group marketing director of United from 1999 to 2006.
“Of course, we have a headstart with the Peter Lim pull factor, as there is something quite neat and curious among Singaporeans that Valencia CF is owned by a Singaporean, so that might attract some people already. So there are a lot of reasons why people will gravitate towards our team.”
Debt-ridden Valencia — which owed creditors some €300 million (S$452.2 million) — was only handed a lifeline in May last year, when Singaporean businessman Peter Lim took over a controlling 70.4 per cent of their shares and promised to clear their debt, finance the construction of their new stadium, and turn the club’s fortunes around. Singaporean Chan Lay Hoon was appointed executive president in July, and the club finished fourth in the league last season to qualify for the Champions League for the first time since 2013.
Valencia’s Singapore office will be responsible for negotiating better television rights deals here and in the region, build relationships with sponsors, and help generate income through merchandise sales.
According to Draper, a Singapore company has bid for the La Liga television rights, with the announcement of the global rights holders — which includes Singapore — to be announced this week.
While admitting that competition is keen in the region, with established clubs such as Chelsea already getting a foot in here, Draper wants to do things differently by embedding Valencia in the local football scene. “Singapore-wise, we already have great conversations with the Football Association of Singapore (FAS), Sports Hub, and the STB (Singapore Tourism Board),” he added.
“Putting down our roots in local organisations, embedding ourselves in the local football scene, and also ... working with their media are important. We will get our rewards somewhere down the line.”
There are also plans for Valencia to visit Singapore next year, said Draper, and the coaching team — which includes former Porto goalkeeper Nuno Espirito Santo — can also assist FAS’s newly appointed technical director, Michael Sablon.
“We are in a good place … When good football is played, support and everything else comes in,” said Draper. “Last year was a good year for us. I am pretty confident we are going to be better on the field (next season). This (will) help us commercially.”