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Port Adelaide seeks to open up Australian business to China with B2C platform

AFL Aussie rules football club Port Adelaide has made further inroads into the Chinese market by forming a business to consumer platform that will look to drive opportunities for Australian businesses in China.

The platform has been formed as part of a five-year extension to a strategic partnership between Port Adelaide and Chinese real estate company Shanghai CRED, which was signed in the Chinese city ahead of Saturday’s AFL China game.

Saturday’s match-up was a repeat of last year’s inaugural encounter between Port Adelaide and the Gold Coast Suns and saw the designed home team run out convincing 82-42 winners in front of a crowd of 10,689 at Jiangwan Stadium.

The CRED e-Shop has been specifically designed to enable market access to small and medium-sized Australian companies looking to export premium products to China. Through the initiative, Port Adelaide’s corporate partners will be able to sell their products on a platform that leverages Shanghai CRED’s extensive business networks in the country.

Port Adelaide and Shanghai CRED will use football and other promotional events, such as the annual AFL game in Shanghai, to showcase and market the products. The platform is the first initiative planned for Port Adelaide’s China registered company, which is also a joint venture with Shanghai CRED.

“Just as we are discovering with our adventure of taking the previously unknown sport of Australian football to China, there are many challenges and unknowns, but the opportunities are enormous,” Port Adelaide chief executive Keith Thomas said.

“It is about finding trusted partners, and spending the time required to truly understand what Chinese businesses and consumers are looking for. This requires patience, expertise and, importantly, access and we are confident we can provide improved access through this initiative.”

The new Port Adelaide and Shanghai CRED contract, which is an extension of the original agreement first announced in April 2016, will ensure Port Adelaide’s presence continues in the Chinese city until at least 2023.

Thomas added: “Our vision for what is possible in China is boundless including new lights at Jiangwan Stadium, providing opportunities for other AFL clubs to engage China, broader television rights, growing our Power Footy schools program to 100 schools by 2020, the list goes on and on.

“The breadth of opportunities in China has only become greater for Port Adelaide and the AFL and it’s a direct result of the vision of (Shanghai CRED chairman) Mr (Guojie) Gui, a champion of our great game here in China.”