How top EPL clubs prepare for new season

Chelsea’s Michael Essien (right) in action against Seattle during their pre-season tour of the USA

The big English clubs have already begun preparations for the forthcoming Premier League and European competitions. Aside beefing up their squads, they are also looking at the business incentives that come with the tours, reports ’TANA AIYEJINA

Top English sides Manchester City, Manchester United and Chelsea kicked off their preparations for next season last week as they begin battle for supremacy in the English Premier League.

Like it has been the norm in recent years, all the clubs would be playing outside English shores as they bid to fortify their squads ahead of the new season.

While Manchester United began their preparations for the new season with an unconvincing win over South African side, AmaZulu, in Durban last week, Manchester City FC arrived in Seefeld, Austria earlier in the month to begin their pre-season training.

Big and small clubs

Of course the big clubs are embarking on trips to what Adam Raincock of Synergy Sponsorship termed ‘emerging markets’ with high-profile games in Asia and the United States of America.

Asian fans of giants United will have an opportunity to watch the 19-time English champions live in Malaysia, China and Hong Kong after their trip to South Africa. The Red Devils will end their pre-season tour in Germany.

Champions City, owned by the Abu Dhabi United Group, will also be heading to Asia to stake a further claim to the market there. They will be playing in China and Malaysia.

But the ‘smaller clubs’, yet to break into these lucrative emerging markets, will have to make do with a trip to neigbouring European countries.

For example, Wigan will be preparing for the new season in Austria while newly-promoted West Ham United play in Czech Republic, Germany and Portugal. Norwich City play in Austria while Southampton are in France.

City, United or Chelsea’s reach abroad may be overwhelming compared to the likes of Wigan, Southampton, Swansea and others but these clubs can also ride on what the EPL brings.

The Premier League’s rampant marketing drive and appeal might create some openings for the smaller clubs to get a piece of the incentives involved in the tours.

Business angle

Most of the English clubs aside embarking on these tours to put their squads in top shape ahead of the season, also catch in on the opportunity to ‘do business’ in these countries. Indeed, that is one of their primary motivations for these tours.

For instance, Manchester United’s visit to South Africa has been viewed as a tactical move. The United commercial team according to observers had the opportunity to speak to brands in South Africa, demonstrating what a huge fan base they’ve got and what a great vehicle United will be for them to reach these target audiences.

Manchester City

Manchester City’s pre-season campaign began with a surprise defeat to Al Hilal in Austria penultimate Friday. It was their first game since dramatically clinching the Premier League title on the final day of the season.

They were held to a 0-0 draw on Tuesday but Roberto Mancini’s men broke their pre-season duck on Friday with a 2-0 win over Turkish side, Besiktas, in Innsbruck.

City relied on Sergio Aguero, who scored the EPL winner in May, to open score in the first half before captain Vincent Kompany finished off the job in the second. City will also be visiting China and Malaysia.

Manchester United

On Wednesday, Shanghai Stadium will be agog as Didier Drogba’s Shanghai Shenhua FC host United with newly-signed Shinji Kagawa. Both sides’ new star signings are likely to make appearances as they familiarise themselves with their respective squads.

For United, it will be their third match of the pre-season and their only match in Asia this year. The Red Devils’ first two matches saw them play South African clubs Amazulu and Ajax Cape Town.

United will then travel to face Valerenga in Norway, Barcelona in Sweden and Hanover in Germany during the 22,000-mile (35,400-kilometre) pre-season tour. 

For a club that has been visiting Asia since the 1970s, Sir Alex Ferguson’s United, (there are an estimated following of between 70 to 100 million within China) are likely to have strong support at Shanghai Stadium.

Kagawa

Shinji Kagawa’s £20m transfer from Borrusia Dortmund to United makes him the most expensive Asian footballer ever. He’s been regarded as a shrewd buy by observers both on and off the pitch. The price tag is a testament to the 23-year-old’s key role in Dortmund’s back-to-back Bundesliga championships with 29 goals from midfield. Dubbed the Japanese Messi, Asian fans will be happy to watch one of their own again in United’s colours after the departure of  Korean Sung Ji-Park, to Queens Park Rangers after eight years as a Red Devil.

Arsenal

Arsenal, who emerged third last season and have Emirates as their principal sponsors, had planned of embarking on a trip to Nigeria, which has one of their highest fan base, after the Emirates chief executive stated in  November 2011 that China and Africa were their key markets that they were looking to expand their route network.

Though there are reports that the London side will still visit Nigeria in pre-season, they will also be travelling to Malaysia, China, Hong Kong and Germany.

Unfortunately for the Gunners, their captain and EPL highest scorer last season, Robin van Persie, reportedly pulled out of the club’s tour to Asia, which began on Saturday in Kuala Lumpur.

United and City have already made bids for the striker along with Italian champions Juventus and the Dutchman has repeatedly insisted that he wants a move away from the Emirates.

Arsenal boss Arsene Wenger had persistently ignored the big summer tours for a long time before finally relenting and embarking on a pre-season tour of Asia last year.

The Frenchman called it a “compromise” but since the London club must compete domestically with the ever-growing financial might of City, United and Chelsea, failure to keep up out of season could mean failure to do so during it.

Chelsea

European champions Chelsea kicked off their pre-season USA tour with a 4-2 victory against Seattle.

Chelsea manager Roberto Di Matteo is using the opportunity to build chemistry between the club’s old players and new arrivals.

Belgian wonder kid, Eden Hazard and the ‘German Messi’ Marko Maria both scored on their debuts for Chelsea. Often ignored Hazard’s compatriot, Romelu Lukaku, scored two goals for Chelsea.

Hazard, who was signed for £32m,  scored his first goal for Chelsea just 11 minutes after he stepped onto the field, drawing special praise from Di Matteo.

Liverpool

Liverpool are currently on a pre-season tour of North America and played their first pre-season game against Toronto on Saturday (yesterday).

New manager, Brendan Rodgers is preparing the squad ahead of his first competitive game in charge of the club, which will see him face either FK Renova from Macedonia or FC Gomel of Belarus in the third qualifying round of the Europa League.

Liverpool only qualified for the competition by virtue of winning last season’s Carling Cup and success in the Premier League will be paramount after they finished eighth last season but Rodgers has already spoken about setting high standards from their pre-season tour of USA and Canada.

Negatives

Observers have raised concerns over the long journeys to different parts of the world for pre-season tours. According to them, extensive touring could raise concerns over player burnout even before the season begins. Matches in places like Abu Dhabi and Singapore are often played in intense heat, which easily burn out the players.

Positives

The positives of the tours have been far-reaching in terms of sponsorship, branding and endorsements. It also increases the club’s fan-base, which gives them the required support globally.