Port Adelaide’s Shanghai backer adds another five years to the Power’s ‘China Strategy’

PORT ADELAIDE will be in China until at least the end of 2023 with its Shanghai backer signing a new five-year deal as the AFL delivers its long-term vision for international expansion.

Port Adelaide president David Koch with the club’s Chinese backer Gui Guojie. Port song gets Chinese twist

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PORT Adelaide’s foothold in China will continue to at least 2023 with a new five-year deal from its Shanghai backer, real estate tycoon Gui Guojie.

The new agreement enhances the Power’s chances to put on the AFL’s first international night match with a $1 million refurbishment of Jiangwan Stadium in Shanghai.

Port Adelaide announced the multimillion-dollar boost to its “China Strategy” on Friday night — the eve of Saturday’s second Power-Gold Coast game in Shanghai — as AFL chief executive Gillon McLachlan delivered his league’s long-term vision for international expansion at a gala event in Shanghai.

Gui’s original three-year, $3 million deal expires this year.

AFL chief executive Gillon McLachlan, Australian Prime Minister Malcolm Turnbull, Gui Guojie and Port Adelaide chief executive Keith Thomas at the announcement of the China game in 2016. Picture: Stephen Cooper

Port Adelaide chief executive Keith Thomas told The Advertiser any doubt about the Power’s ability to manage a long-term commitment in China is shattered by Gui’s extension to his first deal.

“The significance of this new agreement — and expanded partnership with Mr Gui’s business — cannot be understated,” Thomas said.

“Our vision for what is possible in China is now boundless.

“Our plans — and Mr Gui’s backing — shows a commitment to the continued growth of our Australian game in Shanghai and China more broadly.”

Port Adelaide also will broaden its presence in China by officially registering the club as a business here. The Power and Gui’s Shanghai Cred will from a joint business — an “e-Shop” — that will give Port Adelaide’s Australian-based backers easier access to the Chinese market.

This is to have the potential to make Port Adelaide more attractive to Australian-based sponsors after the Power found $15 million in new revenue while connecting to 37 Chinese businesses since starting its “China Strategy” four years ago.

Jack Watts explains the differences at Jiangwan Stadium since he played a pre-season game there in 2010 👌#weareportadelaide pic.twitter.com/SlkTXWlz5Q

— Port Adelaide FC (@PAFC) May 17, 2018

Gui’s new deal allows Port Adelaide to formalise its plan to have full-time staff in China for both football and the money-spinning business programs.

“We will make the process of gaining access to the China market just a little easier for small and medium-sized Australian businesses,” Thomas said.

Port Adelaide will broaden the AFL’s game-development ideals by expanding its “Power Footy” program to 100 schools in Shanghai and surrounding areas by 2020.

The Power also will take up the potentially lucrative opening for more AFL games to be shown on Chinese television.

Saturday’s match has three Chinese free-to-air commercial television networks adding to their audience as the AFL expects a record 8-10 million viewers to match the Power-Suns game.

Thomas has ruled out seeking an exclusive hold on the China market for Port Adelaide.

Gold Coast Sun players train at Jiangwan Stadium, renamed Adelaide Arena for Saturday’s clash, in Shanghai, China this week. Picture: AAP Image/David Mariuz

Under Gui’s direction, the Power has been told to consider growing the AFL’s reach — not just that of the Power — in China. At least three other AFL clubs — in particular St Kilda — are primed to join Port Adelaide in Shanghai.

“We are building the opportunity for more AFL teams to engage in the growth of the AFL in China,” Thomas said.

“Mr Gui is a great friend of Port Adelaide. But he also is a champion for the growth of our great game in China. He often says he wants 1.4 billion Chinese to enjoy what 22 million Australians have at home — and he believes our game has much to contribute the Chinese in their wellbeing.”

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