(MENAFN- Khaleej Times) The Pro League Committee (PLC) on Monday set the ball rolling with a four-year strategic plan with chief focus on maximising fan base. Sheikh Nahyan bin Mubarak Al Nahyan Minister of Culture and Knowledge Development unveiled the Strategic Plan 2017-2020 in Abu Dhabi.
PLC chairman Abdulla Naser Al Junaibi said the emphasis will not just be on the local population but expats too. "We are trying to market the Arabian Gulf League as a brand. There are challenges in marketing but we are on course to meet them. Our target is not just locals but everybody in the country and abroad as well. We will soon have more initiatives to engage expats, like having English commentary for matches is something that we have in our mind," he told Khaleej Times.
There will be an increased focus on students too as a means of expanding and promoting the brand.
PLC as the organising body of football leagues in the country will be supporting all the clubs with promotion of the game and engagement with expats to bring them to the stadiums. "We wish to transform each football match into a festival," PLC acting CEO Waleed Al Hosani said.
Mohammed bin Zayed Stadium has a capacity of 42,000 and any game get a maximum of only 2,000. So, clearly the target is the 85 per-cent expat population.
Yousef Mohammed Rasool Khoory, vice-chairman of the executive office and head of marketing, said expat fan base is an 'important aspect' and clubs have a big role to play to realise that aim.
"This is our effort to improve football in the country. We have lot of challenges but teamwork between the PLC and clubs will help overcome them.
"Football hasn't reached the expats in the UAE. There are lots of plans to engage with expats. We have put a budget and made plans to make life easier for the clubs. We hope clubs will take action with fan zones and attractions for locals and expats.
"In the past some of the clubs felt it as a shame. We don't look at it this way as those expats live in the UAE in all aspects of life, including football. We need to get closer to the expats and find a way to convey the message to get them to enjoy the matches. We are working with clubs to make this a reality," he added.
Among other strategic initiatives are: developing visual content, innovation, focus on smart technology and application, social media networks among others.
The big bang strategy got many steps in the right direction and next three years should see PLC do enough to maintain the spot as the best League in Asia.
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