LaLiga SmartBank side CD Numancia is growing internationally while remaining deeply rooted in the city of Soria in the Castile and León region of Spain. There has been a more global focus at the club since its new owners arrived in 2018 and its values of fight, resistance and bravery are now reaching new continents.
The latest boost to the club’s brand has arrived in China, where CD Numancia has signed a strategic agreement with the Beijing Sunrise Football Academy, the biggest football academy in the Chinese city.
Football, education and diversity
The new agreement will see a coming together of the methodology used in CD Numancia’s youth football and the model applied at the Beijing Sunrise Football Academy. The focus will be on football, education and diversity, reflecting the priorities of the Spanish club.
In order to reach such a deal and to develop its other growth projects, CD Numancia worked with Deus Media Culture Communication, a China-based partner. By working with the company, CD Numancia is being provided expert assistance when it comes to growing business operations in the Chinese market and when it comes to making the club brand better known.
With a presence in China proving to be advantageous for many football clubs, those working at CD Numancia have been determined not to miss out on these opportunities. The club’s plan is to continue growing in China at the same time as the number of Chinese football fans is growing.
“We are looking towards a new generation of football fans in China so we decided to work with Sunrise Academy, one of the biggest football academies in China,” explained Liu Song, CD Numancia’s Managing Director in the country.
“In the Chinese market, CD Numancia is still a small club, but we have the ambition to grow.”
Discovering new Chinese footballing stars
While the short-term objective is to make the club’s brand better known, there is a long-term goal of discovering and developing talent. As Song explained: “We’re looking for Chinese clients who want to get involved in the long-term strategy. As such, we’d like to work with our Chinese partner [Deus Media] and with the Chinese league in order to develop the Chinese market together.”