Brand-building with Mr. Muto

The globalisation of football is a fact of life. We watch multi-national teams that somehow manage to sign who they want regardless of any labour laws. The UK’s major clubs have been spreading their wings for years, embarking on money-spinning tours that enable, for example, Chelsea, Liverpool and Arsenal, to build their “brand” in Asia Pacific. Yet there have been only 23 players from China, Japan and South Korea to have played in the English Premier. Not many have been successful, possibly because of the physical demands of the EPL, but not necessarily because of technique. Culture may have something … Continue reading Brand-building with Mr. Muto