Yunyi Guokai (Shanghai) Sports Development: Announcing the first acquisition of an English Premier League Club by a mainland Chinese owner

Yunyi Guokai (Shanghai) Sports Development Ltd, a business consortium, used a PR strategy in the UK and China to generate positive media coverage of its acquisition of West Bromwich Albion FC.

Campaign details

Advertiser: Yunyi Guokai (Shanghai) Sports DevelopmentAgency: FTI ConsultingCountry: China

Situation overview

In August 2016, West Bromwich Albion Football Club (West Brom) was acquired by Yunyi Guokai (Shanghai) Sports Development Limited, a sports industry focused company controlled by Chinese businessman Mr. Guochuan Lai, Palm Eco Town Development Company Limited, one of China's largest landscape design and construction companies listed on Shenzhen Stock Exchange, and regulated asset management company Yunyi Investment. FTI Consulting was engaged to provide strategic communications support in China and the UK around the acquisition. The acquisition was particularly significant as it...

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