Inter Milan: "Suning clearly represents our bridge to China" (Michael Bolingbroke, CEO)

"Suning is the leader in China in the distribution of white goods (appliances). They are very well connected with Chinese customers, which is to say also our fans in China. Suning clearly represents our bridge to China, our access to a 1.3 billion person market of customers and fans. They understand the B2C and CRM issues (in the market)," said Michael Bolingbroke, the CEO of FC Internazionale Milano on 05/10/2016, at the Leaders Sport Business Summit, in London (UK).

The Chinese conglomerate Suning, specialising in the distribution of electronic products and home appliances, became the majority shareholder of FC Internazionale Milano, acquiring 68.55% of the club on 06/06/2016. In London, Michael Bolingbroke participated in in the roundtable discussion: "All Eyes turned to the East: European Football Making its Mark in Asia", alongside Ian Ayre, the CEO of Liverpool FC (Premier League), and Keith Wyness, the CEO of Aston Villa FC (Championship).

The three CEOs discussed the particularities of the Chinese market and the strategy adopted by their respective clubs to address it. "In…