The first contact came in 2000 through Tony Xu, an agent acting on behalf of the club, when the club was looking for a sponsor for the club shirts. The club negotiated a sponsorship with a Chinese company, Desun, which makes apple juice cordial. Desun came up with the £200,000 sponsorship spread over two years because it was looking for a tie-up with a Western company to help promote its products in China (Western things, broadly speaking, being associated with quality, good lifestyles and opportunity).
The negotiations for the sponsorship deal entailed Kevin McCabe himself visiting China for the first time. He went with the preconceptions that many people have of China, expecting to find “grey smocks and communism”. Instead, he discovered a place which was, in his words, “Westernised, similar to the British society and a people with tremendous commercial enterprise.”
While in China he also thought that there might be some opportunities in his other lines of business (Sheffield United is not just a football club, but has interests in property and leisure). Initially, he was motivated by the prospects in property, not in “direct development” but in trading and buying with a view to leasing or selling. In conjunction with a joint venture partner, properties were bought in the southern city of Shenzhen to provide serviced apartments and serviced offices.
Wherever he went in China, the subject of football would invariably come up, and people Kevin McCabe met were most interested in his position as chairman of Sheffield United. He was bombarded with proposals, most of which he rejected, but he did accept an offer to take on the running of a football academy on Hainan, which was also connected to a sponsorship deal for the Junior Academy in Sheffield.
Then in January 2005 the Blades (the name of the Sheffield United team) signed the renowned Chinese footballer Hao Haidong to their squad. Hao Haidong, who had played more than 90 times for China, was taken on not so much to play first-team football but to do some coaching for young Chinese footballers and, more generally, to serve as a bridge to China.
Subsequently, Sheffield United agreed to acquire Li Tie from Manchester City to strengthen the connection with top Chinese footballers.
The following July, the Blades went on a pre-season tour of Shenyang, Xi’an and Hangzhou, with Hao Haidong in the team. The trip was a great success. Not only did it make money for the club but, more important than this, it introduced Sheffield United to a wider audience in China. With the Chinese love of history, it played strongly in the club’s favour that Sheffield United is actually the oldest football club in England and Bramall Lane (where Sheffield United plays) is considered to be the home of association football.
As he watched the games and went to different grounds, the businessman in Kevin McCabe observed a glaring gap in the market. “They have the stadiums [in China], but they don’t know how to fill them, or use the retail potential,” was his analysis. With the property business developing well, he shifted his focus to football.
Taking the bulls by the horns
Tony Xu also had good contacts with the Chengdu Football Association. Through that body, he came across the local side, the Chengdu Five Bull football, founded in 1996 and at that point hovering in the middle of the country’s second division. But what made him take a greater interest was the fact that the club played in a 40,000-seater stadium in the heart of Chengdu city itself.
The club was then owned by a tobacco company, a situation that didn’t make sense to Kevin McCabe. Quite apart from the fact that football and smoking hardly go hand in hand – even in China – he strongly believes that “a football club should be owned by a football club!”
He also thought that the potential for developing retail space attached to the stadium was enormous. The elements were in place to make not just a successful football club but also a successful business. He therefore put in a bid to acquire the club.
As it happened, the tobacco company then sold its shares in the club to the Chengdu Football Association, fortuitously making an approach from a foreign football club that much easier.
The deal that was struck was that Sheffield United bought 90 per cent of the Chengdu club, leaving 10 per cent with the Chengdu Football Association. The stadium was not included in the purchase price, but the club has use of it whenever it wants, together with the training facilities. How much they paid is not public, but Kevin McCabe says the price was “minimal”.
From then on, there has been a two-track approach to developing the club. In purely footballing terms, the objective is to build a better football team, that will seek promotion and then challenge for the top spots. Li Bing, a former Chinese international forward, was named the head coach, supported by two assistant coaches brought in from Sheffield. Having a top coaching regime is vital, Kevin McCabe believes: “Chinese footballers, from what I have seen, are technically very good but they lack the tactics and nous.”
On top of that, money will be made available to buy new players. The new club is aiming to spend about Yn20m to build a brand-new team in the 2006 season, which runs from March to October.
In management terms, Terry Robinson, Sheffield United’s vice-chairman, is in charge, with Tony Xu chairman of the Chengdu Five Bulls (which remains the name of the team) and Chengdu Blades FC (which is the new name of the club). The drive is on to increase revenues from sources other than paying customers. The club is aiming to obtain sponsorship approaching £1m a year, and to start to develop merchandising.
The club is now working at opening themed retail stores and “Blades bars” in Chengdu in order to Westernise the operations of the football club.
And, of course, the key objective is to get more people in to watch the club. Chengdu itself has a population of 11m in a province of more than 100m. “Although I do not expect them all of these people to become fans, this does present us with a huge potential fan base with which we can develop both the Chengdu Five Bull and Sheffield United brands.”
Within two or three years, Kevin McCabe fully expects to have recouped the initial investment, after which the Chengdu venture should generate good returns. As he shuffles through some new designs for logos on his desk, he is enthusiastic about the business prospects.
And that was before Sheffield United had won promotion to the Premiership. Now that the Blades have gone up, the team will be watched by an audience of tens of millions in China since Premiership matches are broadcast there. T-shirt sales are likely to soar.
Meanwhile, back in Sheffield, there is a language school attached to the Sheffield Academy, which means that young Chinese players coming to Sheffield can learn English and further their education, while being given football coaching.
so initial contact was in 2000 3 years before he set up scarborough holdings ,think he saw the gap in the market and fair play to him shame we wont reap any benifits