Community management: Manchester United plays cards with Japanese fans

Manchester United has signed a sponsorship agreement with Japanese social gaming company, Gloops. The addition of Gloops to the club’s family of sponsors follows on from other sponsorship agreements with some of the country’s most successful brands.

Available only in Japan, this statistical-based battle card social game will be later complemented by a mobile application that will allow users to interact with each other. The financial value of the partnership has not been disclosed.

"Gloops is at the forefront of game development in Japan and we believe that the company can help the club reach out to our four million fans in Japan," said Richard Arnold, commercial director of Manchester United.

"We are delighted to provide sports content to our 18 million users," said Shinsuke Kawakata, President of Gloops.

The agreement between MUFC and Gloops is part of the strategy to promote Manchester United in Asia.

The English club has already partnered with the Vietnamese bank BIDV 24/04/2013 and scheduled an Asian tour with matches in Thailand, Japan and Hong Kong from 13 to 29/07/2013.